The Statistics, Effectiveness and Politics of Super Bowl Commercials [UML]
The Super Bowl commercials – along with the ensuing debate and discussion– are worth every marketer’s attention. There is no better place too study a mix of key issues facing marketing such as creativity, budgets and ROI. That’s the theme...Read More
3 Studies Demonstrate How Earned Media Drives Behavior and Credibility [UML]
One of the things I always strived to do – both when I was in-house and now in my consulting work – is teach. I want clients, prospects, peers and superiors to understand what I’m doing and why. As a...Read More
![Statistics Advertising and Silence Summing up that Super Big Game [UML]](https://www.swordandthescript.com/wp-content/uploads/2019/02/Statistics-Advertising-and-Silence-Summing-up-that-Super-Big-Game-UML.jpg)
Statistics, Advertising and Silence: Summing up that Super Big Game [UML]
People will say they dislike advertisements because of the disruptive nature of them. It’s a bit of a bait and switch – a publisher teases you in with a headline or promising show – and then shoves a commercial in...Read More
Build or Buy an Audience? This Startup Intends to Buy a Media Publication
The traditional purposes for one company to acquire another – merge and acquisition – boil down to four driving reasons: 1) To buy customers or access to customers for cross-selling purposes. 2) To buy a technology that’s hard to replicate...Read More
The Dark and Twisted Side of Automation in Advertising
They recorded him drowning and uploaded the video to YouTube. It wasn’t just that they didn’t help another human being — in the time of absolute greatest need – it’s that they barbarically treated someone’s final moments as entertainment. The...Read More
![Trust and the Unlikely Reinvention of Advertising [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/03/Trust-and-the-Unlikely-Reinvention-of-Advertising-UML.jpg)
Trust and the Unlikely Reinvention of Advertising [UML]
Use PR to build a brand and advertising to defend it. The point of that philosophy used to be that, while you can build a brand with advertising, it’s very expensive. But marketing is anything but stagnant. While that maxim...Read More
Marketing Spend: What Would You Do with an Extra $5 Million? [UML]
There’s an old saying in marketing that half of the advertising budget is wasted, we just don’t know which half. Despite the maturation of digital marketing and web analytics, this remains a challenge. Some of the commentaries about commercials broadcast...Read More
![Old Marketing Tools with Novel New Twists [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/02/Old-Marketing-Tools-with-Novel-New-Twists-UML.jpg)
The Old “New Media” and Marketing Tools with Novel Twists [UML]
“The Grey Lady is getting increasingly audible,” wrote Digiday in a piece covering the launch of the first ever podcast by the New York Times. Digiday says the Times is “trying to disrupt the news” but in reality, the paper...Read More
![Icons: Drucker, Einstein and the Final Confessions of David Ogilvy [UML]](https://www.swordandthescript.com/wp-content/uploads/2016/10/Drucker-Einstein-and-the-Final-Confessions-of-David-Ogilvy.jpg)
Icons: Drucker, Einstein and the Final Confessions of David Ogilvy [UML]
The copy I bought of David Ogilvy’s “Confessions of an Advertising Man” roughly 15 years ago was used. To the best of my recollection, it appeared the book was out of print, yet there was a seller on a little...Read More
Is Content Marketing Better than Advertising?
Is content marketing better than advertising? Brands are favoring content over ads, according to this piece by Broadcasting & Cable, which leads with one fairly recent study and references others: “Click-through rates on banner ads have already hit rock bottom,...Read More
