Issue #35 The Space and Time Conundrum

October 8, 2009

A well known business author and speaker C.L. Karass is famous for his saying; "In Business As in Life, You Don't Get What You Deserve, You Get What You Negotiate".
When it comes to advertising and marketing this isn’t always true.
Regardless of media choices, your advertising is like an Empty Square This example represents all media, traditional or on line. Most media companies are in the business of selling empty squares. You may have negotiated a great price to place your Empty Square and you hope that your choices are the best environment or “fit” for potential consumers to see, hear or click through to your business.

The Space and Time Conundrum is; why do some squares generate better results for the advertiser than other squares? You already know the answer, it what’s on the inside that counts. IF time and technology have taught us anything is that there is no must buy media or media outlet. The market is just too fragmented. A continued market fragmentation comes with a whole new army of sales people. By the time selection, cost evaluations and negotiations are done, many business people are exhausted but yet hopeful that their square will accomplish something for their business.
What can you do to distinguish yourself and business to catch the attention of potential customers? (First you call Moodswing Media). :)
By the way, these are often the same consumers that will tell you emphatically that they don’t pay attention to any advertising of anykind. Another common phrase is something called "Ad Avoidance". In reality ad avoidance is really a bad ad avoidance. People still talk about great ads that they have seen or heard and nowhere in that coversation will a consumer ever wonder about the cost of airing or placement. Yet the cost of placement while important, seems to take priority with advertisers over what will actually go INTO their Square. Interestingly enough advertisers will rarely blame their actual ad for poor results (especially if was their idea). They will blame the media. Does any of this sound familiar? "TV doesn't work, radio doesn't work, print doesn't work...oh and don't get me going on this whole web thing."
What we all need from time to time is a little inspiration.
ART & COPY is a new critically acclaimed documentary that focuses on the world of advertising and the people in it….Watch.


ART & COPY Trailer from ART & COPY on Vimeo.

If you are in advertising business and that trailer doesn’t quicken your pulse just a little then maybe accounting was your calling. If you remember anything from this edition of the MSM, I hopes it's this;
Inspirational, impactful and creative advertising doesn't cost a fortune. Great ideas come from anywhere and anyone, just be listening for it. The amount you spend on advertising is not proportionally tied to the actual result. Whether you have $10,000.00 or $1,000,000.00 in advertsing and marketing funds, the only defining difference between success and failure is creativity and commitment. If you really think about what you are putting in your Square you can overtake competitors with larger budgets just by having better ideas and a little courage.
ART & COPY: The actual movie is not available for purchase as of yet as it is still making the stops at various screenings and film festivals. Just click this link it will take you to their website for more info.
http://artandcopyfilm.org/
If you have time to watch, below is an interview with the main characters in the documentary. It is worth the 10 minutes.

I leave you with a quote from Doug Pray the director of ART & COPY;
“You may hate advertising but you are wearing our jeans".

Stay in a good mood,
Brad

(p)