H & M Advertising
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Business Gifts 
It's 7 a.m. on Tuesday. and you're barely halfway through your first cup of coffee when Steven calls. He bought parts for his SUV yesterday, and at the moment, he's not the calm, levelheaded customer you remember working with. In fact, his voice is so loud, you have to hold the receiver away from your ear. And he's ranting and raving in such circles that a full three minutes pass before you figure out he's upset because he was given the wrong part. After about five minutes, he fin ... WHEN Susan White was marketing jeans for a major label a few years ago, she considered a magazine advertising campaign successful if it got a 4 percent response rate. "When that happened we would take a month off and go to Kauai to drink mai tais," she joked. That was before the Internet and the prospect of targeting ads directly to people's inboxes. White discovered the wonder of Internet marketing after retiring as vice president for the jeans and underwear units of Calvin ... A TOOTHY SMILE FROM A STOCK PHOTO model doesn't always cut it these days when you're looking to add some visual interest to your advertising. With the exception of pro motions for cosmetics, facial plastic surgery and ads for teeth whiteners, pretty faces are getting passe, and other body parts are ready for their close-ups. That's the thinking behind the ad shown here, developed for Kaiser Permanente, the large HMO, by one of its ad agencies, Rapp Collins Worldwide. This ad gets an A+ ... When interior designer Lee Snijders first appeared on HGTV's popular decorating show Designers' Challenge in 2002, he assumed he'd get a flurry of inquiries from prospects and some promising leads for new work. What he didn't expect was an avalanche of new business. "During the first commercial break, my girlfriend and I checked my e-mail, and I already had 15 e-mails from people requesting whole home designs," says Snijders, founder of Lee Snijders Designs. "By the next morning, I had ... Okay, youre ready to write the ad of a lifetime. The one that will pull like crazy and leave them begging for your product. So, do you whet their appetite with a short and sweet ad? Or write a long-copy ad thats stuffed with information? The 80-20 rule says 80% of the people only read the headline (and maybe a caption, if you have one). But the fact is, readers will read a long-copy ad. One McGraw-Hill study looked at 3,597 ads in 26 business magazines. What they discovered was that ads wit ... |
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