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Looking at My Own Soft Drink Preferences

2011-06-09T09:13:00.000-07:00

In examining my own soft drink purchasing habits I've found that I'm loyal...kind of.

I will say that I prefer Coke to Pepsi, but if the beverages are self-serve and no Coke is available, I'll push the Pepsi tap.

I would always however choose a non-diet Pepsi to a diet Coke or a Coke zero. I want the taste and if it has a few calories, so what! I am having the drink as a small enjoyment.

That brings me to size and how it influences my purchase, because I prefer the small cans of Coke or Pepsi to the large cans. [That's how I manage calories.] I don't drink a full size can or a full size bottle. And once a bottle has been opened, to me the flavor is never the same.

I really don't think the design on the can could ever sway my personal purchase for myself as long as I knew what was inside. Having said that my husband only drinks diet colas and I find it easier to put Coke zero in the grocery cart than diet Pepsi. So in that sense the sophisticated Coke zero can does influence my decision, but I do not personally drink it unless there is no other choice in the fridge.

The only diet soft drink product, in my opinion, that tastes anything like its non-diet counterpart is diet A&W root beer. However, I don't prefer root beer to cola, But if I had to choose a diet cola versus a diet root beer, I would choose the latter.

In general, I choose ice water with a slice of lemon in preference to diet colas or any diet drink. The exception is if I am having chips, I prefer any cola to no cola. Go figure.

If price is a factor say on a six-pack of small Coke vs. a six-pack of small Pepsi I am Scottish enough to choose the less expensive, if there is a big difference. I consider this a blip and not a long time choice.

I have never worked for any soft drink company. This reflection was inspired by the fact that I just took a sip of day old Coke zero, which was still on my desk. Yes, I was out of other choices and yes I was having Cheetos, a bad habit occasionally indulged.

Advertising: Bravo Chrysler TV Commercial

2011-06-02T08:22:00.000-07:00

Okay it isn't often _when was the last time_ that an American car commercial brought some emotion to the flat screen?

Chrysler's "Imported From Detroit" gets my vote for a commercial that does, no doubt, do just what it set out to do: elevate the consumer brand response to Chrysler products.

It's advertising that commands attention, creates mood and is memorable cinematically.

Adorable Kids in TV Commercials

2011-05-31T07:33:00.000-07:00

I don't know about you, but the commercial for Jif peanut butter where the little boy makes a peanut butter sandwich gets my vote for a memorable emotional commercial. How likely is this to touch the heart of every mom? On a scale of 1 to 10it is off the charts in my book.

And if there is any chance in the world that her child might actually do something this nice for her on a crazy busy school morning, Mom is reaching for the Jif peanut butter and placing it in her grocery cart.

It's a perfect slice of life for emotional branding this product. See more blog posts at http://www.andersonandcompany.biz.

Newsonomics

2011-01-30T09:46:00.000-08:00

I just finished Newsonomics by Ken Doctor and really enjoyed his review of what is happening in the news industry. As someone who majored in journalism, but segued into advertising copywriting, I enjoyed the time that he gave to both sides. His subtitle "Twelve New Trends That Will Shape the News You Get" sums up the content of the book. People in the media know these things but perhaps not with the perspective and scope that Doctor gives them.

Although digital news is here to stay, niche magazines and, I daresay, some newspapers will hold their own in the future. There is so much information out there, I perfer to take mine in both digital and printed servings. As a person who spends a great deal of time in front of a desktop computer screen and a laptop, I still like to interface with real print publications. Magazines and books are a habit that I'm not likely to break.

Print Advertising Campaigns

2010-09-22T09:07:00.000-07:00

Quickly name a really great recent print campaign. Hmm...same here.

Nothing really pops into mind as outstanding. The things that traditionally have defined campaigns such as a unifying brand slogan, a continuing graphic look, and a copywriting tone that carries through a series of ads seem to be missing.

Maybe I read too many different publications. So, I am taking a minute to thumb through a major women's fashion magazine to see if there are some campaigns running under my radar. Here's what I find:

Guess [No slogan here just photos of models, so if you don't like those particular photos you have been given no reason to buy the products.]

Nordstrom ad for Burberry Beauty [No slogan for either.]

Nordstrom ad for Pure DKNY fragrance. [No slogan for either.]

Lancome ad for Genifique [No slogan for the company or this particular line.]

Garnier "Take Care" ad [This could be part of a campaign but I admit I do not identify the phrase "Take Care" with the product line.]

Maybelline New York "Maybe She's Born With It. Maybe It's Maybelline" ad
[Yes, this is part of a long-running an memorably enforced campaign across multiple media.]

Target "Expect More. Pay Less." [Yes, this is a campaign, but one I associate with TV, not print.]

L'Oreal Paris "Because You're Worth It" [Yes, part of a multimedia campaign, but a line that I again remember from TV, not print. The company has multiple ads in this publication but this line that I should be noticing is in some instances barely legible.]

Olay "Challenge What's Possible". [This must be their slogan, but not one that has stood out for me.]

Neutrogena "Dermatologist Recommended". [I remember when I saw it but could not remember it as a distinct part of a continuing campaign.]

Rimmel London ad for mascara. [Slogan "Get the London Look" is in the ad reversed out of the photo rather than by the logo, so not as visible as it could have been.]

Revlon for Age Defying Makeup. [I see not slogan that would make this ad part of a Revlon campaign.]

TIGI Catwalk "Inspired by Fashion/Designed by Hairdressers" [Memorable tie in to product name. This is the first time that I've taken note.]

True Religion as for jeans [No slogan]

So, the take away for me after thumbing through the first 50 pages is that I am very familiar with some of the above ad slogans, but did not immediately recall any of them as part of a distinct print campaign. Of the brands if I had been asked just to name the slogan, I would have been able to name those for Maybelline, Target, L'Oreal and Rimmel.

I would have remembered the slogans not from print but from their TV commercials, which is not a problem as long as the print is tying into the overall campaign and reinforcing the message. Maybe I did not even have to find and read the slogan in the print ad to associate it with the brand. Interesting.

Start Communicating

2009-06-11T13:08:00.000-07:00

What is it that companies usually fall short of? You may answer money, but a lack of communication probably came before the lack of money. For many small companies not communicating frequently or in a relevant matter just comes down to time, particularly for service based business.

So here's something to think about if you aren't communicating regularly with your customers or communicating with new people to find new customers: it's time to stop and carve out some time to get on top of the problem.

If you're entrepreneurial, you probably think that you have to write these messages yourself because only you know your customers. And it is a good idea to jot down your initial ideas. At that point, it may make sense to outsource a number of PR or corporate communications projects to someone who can actually help you get ahead of the curve.

If you need sales letters, newsletters, press releases, blog posts or new web content, you need to have these communications written and ready to go out on a regular basis. Then be prepared to provide you feedback promptly so that your projects actually move forward. Indecision is one of the major stumbling blocks in the flow of communications.

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National Book Month

2009-05-20T09:47:00.000-07:00

As an avid reader, as well as a PR consultant, I can't let National Book Month pass without talking about the importance of good new books making it into print and sharing a few tips with new authors.

Many first time authors are choosing to self-publish because they figure it is not only the fastest way to get their book out, but also it could be more profitable. And, if it does really well, they could still get a major publishing deal.

One thing that new self-published authors need to know is that they can't wait until their book is published to begin PR efforts such as seeking book reviews. The larger review journals like to receive copies at least three to four months[prefer four months]prior to your actual publication date. Some do not review published on demand books.

Consumer magazines with book review sections often of lead times of five to eight months out. Self-published authors need to adopt the perspective that once their book is out it is not nearly as newsy as it is before it is out.

Self-published authors also need to realize that being listed in the database for Barnes and Noble or Borders is not the same as being on their shelves. Only book authors who have books stocked in the stores can leverage the PR opportunities of in-store book signings.

There are more books being published now than ever before and available daily newspapers devoting space to their own book reviews is dwindling. For those papers that still have a book reviewer, this means they are inundated with titles and the likelihood of a self-published book being chosen for review is even slimmer.

Getting attention for new titles isn't easy and much of the success of even titles published through a major publisher requires a lot of PR effort from the authors. Prior to the success of the DiVinci Code,Dan Brown had to take on much of the promotion of his former books.

Non-fiction requires as much work to promote as fiction, so don't wait until the book is out to plan your PR campaign.

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2009-05-19T09:53:00.000-07:00

I just read that Alex Bogusky is auctioning the services of Crispin Porter & Bogusky interns on ebay. Not that the agency was looking for a public relations angle, but this is an example of how doing something in a different way has news potential that can lead to press coverage.

The news certainly has the potential to generate good PR for the agency since it is being done to help their interns earn more than just the minimum wage that they are paid by the agency.

It also points to the usefulness of ebay to sell services in this instance, a campaign by created by their interns, and not just products.

As a result of this news, I'm guessing that I probably won't be the only person who does a little ebay surfing out of curiosity to find out what types of business services are for sale.

It isn't that offering business services on ebay is a new-new thing, but rather that it is probably not the first place that peole would look.

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