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Advertising Resource Center |
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Crazy Ads? Maybe Youre Just Out of The Demo!
My father called me to complain, again. He's 82 and he's angry. "Son, I know you're in advertising and all that", he usually starts off, "but the ads I see today I wouldn't give you two cents for. They're stupid and they don't even tell you what they're selling!" I explained it to him as best as I could. "Dad, it's OK, you're just out of the demo." "I'm out of the what?" "The demographics Dad, The key target audience for who they're trying to reach." "Well then who in the heck are they trying to reach?" He yells. "Must be boneheads cause those ads make no sense to any sane person." Whether it's a beer commercial trying too hard to be funny, or like a recent FedEX commercial where Burt Reynolds sparred with a grizzly bear, I gotta admit that sometimes, Dad is right. I've been in the ad business for quite awhile now and know that in today's world, it takes a lot to get a business noticed. However I can't help laughing to myself when watching these ads, imagining the initial pitch to the client. Secretary: Boss, those ad agency guys are here. Boss: What? Are they on the calendar? (disgusted) Oh all right, send them in.Young ad guy #1: Hello sir, and how are you today? Wow! That tie is whacked!Boss: It's what? Never mind. What have you got for our new ad campaign?Young ad guy #2: Oh this is so cool! Check out these story boards.Boss: (looks at the story boards puzzled, eyebrows creased in confusion).Young ad guy #1: OK there's no voice over at all! You just see a guy waking up in bed. Next, he rolls over and he realizes that he's in bed with the Burger King!Boss: He's what??Young ad guy #2: Yeah! And then the Burger King, who's really this actor wearing the Burger King costume and a big plastic face with a frozen smile, reaches around and produces a Double Breakfast Crosandwich and hands it to the man who takes a big bite of it.Boss: (Now his eyebrows look like one unibrow as his cheeks glow red.)Young ad guy #1: Then they both share a laugh, pat each other on the back, and we fade to logo! Is that wild or what? It's going to generate huge numbers man!Boss: (Stunned then angry) I thought I told you guys to quit putting crack in the water dispenser! See the problem facing advertisers today is the pressure to relate to the 18-34, 25-44 demos they so desperately need to reach, so they try anything they think will accomplish this and as a result, many people out of those key demos, don't get it. However, it dawned on me after my most recent birthday that sadly, I too have joined those ranks. So now when I watch an ad that even from my experienced perspective seems to make no sense at all, I just remind myself it's nothing personal. I'm just out of the demo. Hal Eisenberg is an award winning copywriter, voice over talent and producer, as well as owner of The Eisenberg Agency, a full service advertising agency specializing in creative ads that get results. You can visit his web site http://www.eisenbergagency.com. Contact Hal at halacious@eisenbergagency.com.
MORE RESOURCES: Seeking a cheaper, faster alternative to foreclosure, several lenders are encouraging homeowners to sell short California, New York, Nevada, Florida and Massachusetts are among the handful of states that haven’t signed a deal with banks over foreclosure abuses, according to state officials and two people familiar with the talks. Bank of America Corp., facing increased demand for mortgage refinancing amid government efforts to help struggling homeowners, is telling some customers to wait 90 days, said two people with knowledge of the policy. Democrats are squaring off against Washington heavyweights to determine an appropriate tax rate on carried interest Under Republican pressure, Senator Baucus is backing off a proposal that would increase federal tax revenue from inherited IRA holders China’s stocks rallied the most in three weeks on speculation slowing inflation will provide more leeway for the central bank to ease monetary policy and after the government pledged to support first-time homebuyers. China’s central bank pledged support for first-home buyers as a crackdown on real-estate speculation threatens to trigger a property slump in the world’s second- biggest economy. Greek Prime Minister Lucas Papademos is set to negotiate with leaders of the political parties supporting his caretaker government after Athens missed another deadline to secure a second aid package. The numbers are proving Federal Reserve Chairman Ben S. Bernanke’s critics wrong. Feb. 8 (Bloomberg) -- Laurence D. Fink, chief executive officer of BlackRock Inc., talks about the outlook for global stocks, the U.S. economy and his investment strategy. Fink also discusses the European sovereign debt crisis. He speaks in Hong Kong with Susan Li on Bloomberg Television's "First Up." (Source: Bloomberg) UBS' stock is down after the Swiss bank reported a plunge in profits in the fourth quarter Feb. 7 (Bloomberg) -- Federal Reserve Chairman Ben S. Bernanke speaks about the U.S. economy, labor market and tax policy.¶ Bernanke, testifying before the Senate Budget Committee in Washington, said the job market is still far from healthy after signs of economic improvement over the past year. (Excerpts. Source: Bloomberg) California and New York’s attorneys general haven’t signed on to a proposed settlement with five banks over foreclosure practices that has won the support of more than 40 states The California State Teachers' Retirement System, or Calstrs, intends to question in a letter the controlling power amassed by Facebook Chief Executive Officer Mark Zuckerberg By trying to help distressed homeowners without appearing to bail them out, the Administration would leave borrowers submerged |
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