Direct response ads pay for themselves (at least they do when they work). Socially acceptable paid-for interruption leads to response, and the response (a sale, generally) generates revenue and you can run the ad again. Google’s business is driven by direct response advertising.
Trust ads are generally unmeasurable. “I’ve heard of these guys, somewhere.” Without consciously realizing it, we often choose to do business with the familiar, and ads increase familiarity. Particularly the right ad that runs in the right place. This is old school advertising, the first kind that appeared on TV. This is advertising that tells a story, advertising about belief, not necessarily action.
Demand enhancement ads remind us that on a hot day, we’d like a cold drink. They are ads designed to tickle and provoke, to increase the number of people in the market for what it is you sell. This is the best kind of billboard, the one that says, “next exit.”
Every once in a while, an ad does all three things, but that’s a foolish thing to hope for. Budget appropriately, because the very worst thing you can do with an ad is spend too little–it will get you the same results as spending nothing.
Just Today, someone that I respect and leads a successful IT and Design Company just shared his thoughts about how reading another “Book of Intents” mentioning that “… they have started a Startup to change people’s lives in… (place your target here)…” makes him cringe in the spot. Continue reading →
After seeing this hot summer and the supposed crowd (just 12 people, really?) expressing themselves against most of the latest governments in Portugal, one must think that actually all is OK. We’re not in some crisis or having a lot of difficulties to place food in the table according to what you see in day to day manifestations specially in summer time. It all dilutes facing the barbecues, sunny beaches and have a few drinks with friends or attending summer music festivals.
If we look at what’s happening in Portugal these days, one couldn’t complain about anything. It would be the only one!
I’m reading a lot lately about having space in our work routine for innovation. To create new products, services or anything innovative that can make our life and our clients life more productive and enjoyable. This is really important and this might be what stands out our company or brand from the crowd. No question about it.
What brings me to write these words today is not about the importance of being innovative. It’s the value of handle innovative products or services with another angle.
Lets say that someone has created a brand new idea and its launching it to the market. The idea is really great and it can be disruptive as it should… But then, the approach and the way they’ve marketed it didn’t make the splash they needed. So, the idea is there, the product was made, but the demand is short for that or it’s stalling instead of rocketing sky high. Continue reading →
I was reading this piece from Melissa Lafsky Wall and it really interested me. In paradox it was not about the way women relate into their sex lives, but in fact as teenagers and college students even consider a relationship. One of the quotes in that article, that really stroked me was this one: “Am I allowed to find the person that I want to spend the rest of my life with when I’m 19?…I don’t really know. It feels like I’m not.” originated from a previous article from the Times. Continue reading →
Quite recently, I’ve received the news that my biggest and long lifetime mentor is coming to visit me in his passage to Portugal. Besides the great joy that someone that I take in such high regard is coming and had the trouble of warn me making a point to see me again has also given me the excuse to talk about mentors.
This post should be made in Portuguese, but since this blog is in English due to my international projects, it’s also a great way for foreigners trying to understand the Portuguese way of life. I say trying because I still don’t understand and I’m Portuguese.
Today’s Labour Day and almost every commerce is closed to celebrate the holiday. So far so good. It’s really a great cause to celebrate and a day that every worker should rally for better labour conditions and benefits, if there’s the case.
But most part just choose to sit in the couch watching television or scrolling their facebook feeds making funny of other news that showed up today! Continue reading →
Now that’s an imaginative way to start a blog. But here’s the thing: this is the first post on THIS blog.
I’ve started blogging in 1999 or maybe 2000 right in the beginning of these platforms, which were obviously very archaic. I’ve started and closed more than 8 blogs from my count. In those days, it was personal, like an online diary. Then it evolved to be a way to reach a online community, as if it was a social network of that time. Well, then things have evolved even further. Continue reading →