If you’re a copywriter or have any experience of direct response marketing, then I’m pretty sure you’re familiar with the important concept of “Message-to-market-match”. That is to say, when advertising you choose an avenue that will reach your desired audience. So imagine my surprise as I was reading this week’s edition of “The Economist” when […]
Why Do Big Financial Institutions Have Such Dumb Advertising?
In the City today I couldn’t help notice a new advertising campaign from BT Financial Group, one of the big local funds managers. It’s promoting their superannuation (retirement savings) products and the part that I saw was the outdoor display ads. There’s a whole series of these advertisements and they all have a question theme […]