Theatre of the Mind

Radio people talk about theatre of the mind a lot. And they should! It would be better if they used the strategy as much as they talk about it, but it’s an important concept nonetheless. Here’s the late, great Stan Freberg’s explanation: And if you’re interested, compare these two scenes, one as a radio drama, […]

Identity > Cost-Benefit

Your alma mater. Your home and neighborhood. Your watch or car. Few, if any, buy these things based on a reasonable analysis of cost vs. benefit. Because in our minds, what’s really at stake is our identity. Are you a Baylor man, or a technical college man? Frankly, if your a high school student, the cost-benefit analysis weighs […]

What Advertising Can’t Do

Genuine expertise always leaves clues. And in the ad business, the very best tell-tale sign is: A professionally-honed understanding of what advertising CAN’T do In contrast, the Brand-babblers and unicorn-and-rainbows Social Media “experts” always believe their brand of magic pixie dust marketing can accomplish anything. They have no sense of the hard realities involved in business competition and genuinely […]

Share of Voice Vs. Share of Mind

“Nobody counts the number of ads you run; they just remember the impression you make.” -William Bernbach “Before you can have a share of market, you must have a share of mind.” – Leo Burnett Share of Voice: How much of the advertising done within your industry and in your market is yours? Share of Mind: When people think […]