Sex in Advertising

Does sex sell? Or does sex in advertising have the opposite effect, distracting the consumer from the product? As reported in NewScientist (8/20/05, p. 6), a new study from Vanderbilt University suggests the latter. The study found that erotic images stop us from registering and remembering things we see immediately afterward ? for up to

Read More

Share

Answer to “Test Your Direct Response I.Q.”

The correct answer is “B,” as reported in “Successful Direct Marketing Methods” by Bob Stone, Sixth Edition, NTC Business Books, 1997, page 203. “Buy one, get one free” outpulled the other offers by 40%. There are two lessons contained in this test result. FIRST, you can never say with absolute certainty what is going to

Read More

Share

Test Your Direct Response I.Q.

Here are three different offers: (A) Half price. (B) Buy one, get one free. (C) 50% off. One of these pulled 40% more replies than the other two. Which do you think was the winner? And why?

Share

Google Recants ? But Not Nearly Enough

In an earlier post on this blog, I criticized Google for its plan to scan copyrighted books without permission, calling them ?copyright pirates.? Now an article in the Record (8/13/05) reports: ?Stung by a publishing industry backlash, Google has halted its effort to scan copyrighted books so the material can be indexed in its search

Read More

Share

Blogs vs. White Papers

Here?s the situation: You are the marketing manager of a company selling enterprise software for computer security to IT professionals. Your marketing plan already includes a Web site, e-mail marketing campaign, and trade show exhibits. In this hypothetical situation, there are two additional marketing tools you can use to promote your product, but you can

Read More

Share