McDonald’s recently announced their financial results for 2012… “The company, which has enjoyed a stellar few years following the economic crisis, said that its turnover had increased by 12pc to $27bn, with net income increasing 11pc to $5.5bn. This is the ninth consecutive year that sales have increased after it suffered from a crisis of […]
Perils Of Product Proliferation In Marketing
Wonderful cartoon from “marketoonist” Tom Fishburne to kick off 2012… “Product proliferation” or “line extension” is one of the biggest mistakes made in the conventional marketing arena… …and there are useful lessons for direct response marketers. Line extension sounds such as sensible and logical strategy. The justification is usually along the lines… 1. It’s a […]
The Secret Copywriting “Code”…
If you’ve been studying copywriting and direct response marketing for any length of time, you’ve probably come across… 1. The technique of using stories in your copy; and 2. The idea that “secrets” are a powerful device to attract the attention of your prospect. I was reminded of these 2 things over the last couple […]
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 […]
“Scientific Advertising In The 21st Century” – Part 2
Welcome to Part 2 of this series “Scientific Advertising In The 21st Century”. Hopkins begins the second chapter (“Just Salesmanship”) as follows… “To properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. Success and failures in both lines […]