After watching a truly horrifying self-produced commercial, I felt compelled to recommend again a book which everyone in business should read. It’s a classic, called Tested Advertising Methods, and it basically tells you all you need to know about advertising (what works and what doesn’t, why, etc.). Do yourself or the business geek(s) in your life a favor, and pick up a copy. It’s actually very entertaining and informative reading, even if you never put together an ad in your life.
An example of what does not work, when advertising a local Internet access provider, is video of strangely dressed people in an echoing room looking at TVs showing your old ads (which, by the way, consisted almost entirely of your logo) and saying things like, “We’re looking at 10 years of [COMPANY] ads!” Seriously, that was the entire commercial. Geeks, in a room, with TVs, saying stupid things do not make me want broadband any more than I did before, much less provided by said geeks…
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