Villing Advertising Articles
The Death of Advertising: A Contrarian's View
Thom Villing (May 15, 2012)
Maybe we've been too quick to accept the conventional narrative that claims mass marketing in the form of advertising is dead.
QR Codes: Good, Bad or Just Ugly
Thom Villing (March 5, 2012)
If you think QR codes are just a fad, you may want to think again. I found all kinds of statistics about the growth of QR code usage.
Ads: The New Super Bowl Pregame Show
Andy Fuller (February 1, 2012)
The Super Bowl is on the horizon. If you're a fan of one of the 30 teams not playing in the big game, you're probably as interested in the famous Super Bowl ads as you are in the game.
These Holiday Commercials Betray Spirit of Season
Thom Villing (December 14, 2011)
The headline of this article is the same one that appeared in the newspaper recently. Maybe it grabbed your attention as much as it got mine.
Manvertisements: The Unpredictable Evolution of Ads for Bros
Brad Rosier (November 14, 2011)
In the last few years there have been many examples of man-centric advertising campaigns. While we arm-wrestle, let's talk shop about ads for dudes.
Differentiation by Imitation?
Andy Fuller (November 1, 2011)
Differentiation is a great way to increase the effectiveness of your advertising campaign. Borrowing the tagline from another campaign? Maybe not.
The Four Biggest Threats to Ad Agencies (And Why I'm Excited for the Future)
Nathan DeSelm (October 26, 2011)
If you don't spend a lot of time reading marketing articles, you may not know this, but the advertising industry (and to a lesser degree the marketing industry as a whole) is in crisis. So why are we optimistic?
Have We Got a Deal for You: Couponing, Mobile Marketing & More
Thom Villing (September 28, 2011)
Deals and couponing, if not used strategically, can launch a death spiral from which full recovery is next to impossible to achieve.
Camaro Advertising: Clever...And Tempting
Lori Headley (September 12, 2011)
I'm impressed with Chevy's dual approach and ability to make their messaging ring true to both ends of the buyer spectrum - young Transformers fans and mature muscle car enthusiasts.
Insurance Wars: Is There a Winner in Sight?
Lori Headley (July 29, 2011)
If the 80s was the time of the cola wars, I'm thinking we must now be in the midst of the insurance wars. Recently, we've been inundated with insurance TV ads. Can there be a winner?
Farmers Insurance Nails It with National Marketing Campaign
Brad Rosier (June 2, 2011)
In an effort to counterbalance my recent negativity concerning Miracle Whip's "youthful" TV campaign, I thought it might be nice to go a more positive route and highlight a top-notch national marketing campaign.
The Marketer Who Cried "Green"! Does Light Pale Mint Green Really Count As Saving The World?
Brad Rosier (April 29, 2011)
A large number of marketers have been slapping "green" on packages when the true "greenness" of the products is questionable.
Kraft Wipes Out with Miracle Whip, the "Controversial" Condiment
Brad Rosier (March 21, 2011)
Lately, it seems that Kraft has become hell-bent on making their Miracle Whip sandwich spread seem edgy and controversial. I'm not sure that it's working.
Super Bowl XLV Commercials: Is it me or is it smart in here?
Thom Villing (February 11, 2011)
I believe that empty creativity, not strategy, has driven most Super Bowl advertising in recent years. As a result, we've had to suffer through an inordinate amount of dumb and dumber attempts at humor.
No Trump: Why Sports Celebrity Endorsers Seldom Make Sense
Thom Villing (February 2, 2011)
As a marketer, I often shake my head at the use of sports celebrity advertising endorsements for seemingly irrelevant products. What are they thinking?
Super Predictions for 2011 Super Bowl Ads
Andy Fuller (January 28, 2011)
We couldn't predict who would be playing in the big game, but we have a pretty good idea how advertisers will use their time during it.
Don't Mention Oprah: Some Surprising Things Spam Filters Look For...And How You Can Avoid Them
Nathan DeSelm (January 14, 2011)
Email is an important part of nearly every marketing plan. However, because of the prevalence of spam, email filters sometimes enforce some pretty rigid, and often humorous, rules.
Marketing Like a Newborn: If You Keep Up That Annoying Screaming, You're Going to Be Ignored.
Nathan DeSelm (November 19, 2010)
On November 2, I became a father. After several sleepless nights, I realized that the incoherent, bloodcurdling screams of my newborn remind me of one thing: bad marketing.
The Autumn of My Discontent: The "Fall"-Out of Political Advertising
Thom Villing (October 11, 2010)
As I was driving into work, I heard another political attack ad. Will the overkill and lack of accountability hasten the fall of traditional advertising media? There are many reasons for concern.
Identifying with Celebrity Endorser Key to Effective Campaign
Scott Tingwald (September 7, 2010)
Celebrity endorsements continue to be a popular means of reaching the masses, but what makes Drew Brees so effective in this role for PEFCU?
Pure Michigan: To Everything There is a Season – Including the Use of Broadcast Advertising
Thom Villing (August 16, 2010)
The Pure Michigan campaign is a compelling reminder of what broadcast advertising can do when the medium matches the message.
Haste Makes Waste or Paralysis Through Analysis: Finding the Middle Ground
Lesley Langfeldt (August 11, 2010)
If your marketing moves too quickly, your work could hurt your brand image. However, there are also consequences for not moving fast enough.
Don't Forget Those Boomers, Baby.
Thom Villing (August 4, 2010)
Boomers spend 40% of consumer packaged goods dollars, but only 5% of ad dollars are directed at them. What's wrong with this picture?
Will Consumers Respond to User-Generated Advertising?
Nathan DeSelm (July 28, 2010)
We've seen the stratospheric rise of user-generated content. Is user-generated advertising the next logical step? Or will users rebel against sponsored tweets, videos and blog posts from their friends?
Early Adopters: Could they play a larger role in the success of your new products?
Lesley Langfeldt (July 14, 2010)
They may only make up 13.5 percent of the market share, but they will likely influence around half of your new product’s sales. So, are you paying attention to them?
Unskippable DVD Previews and How You Too Can Ruin Effective Advertising
Nathan DeSelm (June 30, 2010)
Over the past couple years, I've noticed many of my DVDs contain unskippable previews and studio animations. This is a classic example of how heavy-handed, force-fed advertising can turn off otherwise engaged consumers.
Making an Emotional Connection: Two Brands Doing Just That
Lesley Langfeldt (June 21, 2010)
Are you making an emotional connection with your audience through your advertising? In my opinion, here are two brands doing just that.
Advertising vs. Subscription Fees: Striking the Delicate Balance
Scott Tingwald (May 10, 2010)
It's interesting to watch online news and entertainment sources trying to make it on advertising revenue alone before replacing, or supplementing, that model with subscription fees - sometimes at the risk of taking money out of their own pockets.
Utility is the New Persuasion: Why Apps Make More Sense Than Ads
Thom Villing (April 21, 2010)
Consumers are now the loudest voice in the media. Today's savvy marketers need to optimize how customers experience their brands by putting more effort toward helping rather than selling to customers.
Just Do It (Even If It Doesn't Feel Right): Nike & Domino's
Thom Villing (April 12, 2010)
I saw the new Tiger Woods Nike spot last night. From a marketing standpoint, it could be a stroke of genius. From a personal standpoint, it just doesn't feel right.
Tackling the Question of the Best 2010 Super Bowl Ads
Thom Villing (February 9, 2010)
On Super Bowl Sunday, it's tough being in marketing and a sports nut at the same time. If I leave the room during commercial breaks, I might miss one of the year's iconic TV spots.
It's a Wrap: Generational Marketing
Lesley Langfeldt (February 1, 2010)
Now that I've covered each generation individually, it's time to wrap things up. View a chart that compares Gen Y, Gen X and Baby Boomers.
Free Speech or Free-For-All: Supreme Court Decision on Political Advertising Will Pose Challenges to Media and Marketers Alike
Thom Villing (January 26, 2010)
What are the marketing ramifications of the Supreme Court decision that lifted the political advertising restrictions on corporations, trade unions and similar organizations?
Sausage Strategies: Marketing Gambles by Dominos and Oscar Meyer
Thom Villing (January 18, 2010)
Both Domino's and Oscar Meyer have recently gained attention for some moves they've made in the advertising world. Will it be worth the risk?
Long Live Outdoor: Why This Traditional Medium Will Be Around for the Long Haul
Scott Tingwald (January 13, 2010)
It's nice to see one of the old standbys, outdoor advertising (or out-of-home marketing as the genre is sometimes called), still as relevant today as it was twenty years ago - perhaps even more so.
Baby Boomers: Experiences Matter
Lesley Langfeldt (December 22, 2009)
The Baby Boomers are the largest and wealthiest demographic segment in America. Because of this, it is critical that marketers understand how to effectively communicate with them.
Reader Reply: Are Traditional Marketing Methods Relevant?
Scott Howard (December 18, 2009)
In response to this week's Point/Counterpoint article, our first guest author provides a little more information and an alternate perspective about the controversial future of traditional marketing methods.
Point/Counterpoint: Are Traditional Marketing Methods Still Relevant?
Nathan DeSelm & Thom Villing (December 16, 2009)
Most people agree that marketing and the media used to disseminate marketing messages are changing. In this special "point/counterpoint" post, we debate the extent and nature of this change.
Gen X: Adaptable, Flexible & Reachable
Lesley Langfeldt (November 18, 2009)
As a follow up to my article on Generation Y, this article describes Generation X and even provides a comparison between these two somewhat similar generations.
Why Gen Y? Attracting Them, Speaking Their Language, Telling It Like It Is
Lesley Langfeldt (October 28, 2009)
Most Gen Y-ers have never known a world without video games and computers. Therefore, they have different expectations than any other generation before them. Knowing a little about them can help you become a successful marketer to them.
Who Says 18-34 is the Most Coveted Marketing Demographic?
Thom Villing (September 25, 2009)
When I first got into the business, everyone said 18-34 was the most sought after demographic for advertisers. Does that still hold true today?
O-ver-ra-ted (clap, clap,...clap, clap, clap)
Thom Villing (July 1, 2009)
The relative success of McDonald's versus Burger King reignites the debate over the value of creativity.
Sometimes the Medium is the Message
Thom Villing (June 8, 2009)
Recently I've noticed full-page ads in local newspapers attempting to reinforce the medium's continuing relevance. I have to wonder if they are simply preaching to the choir.
When the Fish Get Finicky...
Thom Villing (February 25, 2009)
TV still works. It just works better with better creative.
If I Had a Million Dollars: Is Super Bowl Advertising a Good Investment?
Thom Villing (February 6, 2009)
So, who won the Super Bowl? Not the game. The game within the game. The advertising. It depends on whom you ask.
Attack with Caution
Thom Villing (October 13, 2008)
Marketers are taking a page from the political advertising playbook. It’s an interesting strategy, but not without risks.
Truth in Advertising
Thom Villing (October 3, 2008)
Truth in advertising laws are extremely strict and hold marketers to a high degree of accountability. So why can political advertising say just about anything?
Negativity works – or does it?
Thom Villing (November 9, 2007)
Conventional wisdom holds that negative political advertising works. At least, that's what we hear from the media and the self-appointed parsons of political strategy.
What's All the Shouting About?
Thom Villing (September 24, 2007)
One of the first things fishermen tell their kids is the importance of not scaring away the fish by talking too loud or making too much noise. A lot of local advertisers would do well to heed that advice.
Doing Well By Doing Good
Scott Tingwald (July 30, 2007)
Although cause marketing is a concept that's been around for many years, it seemed to pick up steam as a marketing buzz word in the early 1980s.
Nobody Reads Advertising.
Thom Villing (June 20, 2007)
Hardly a day goes by that I don't hear someone say something like, "That's too many words. Nobody will read it." Words are like calories. All too often, they are empty and just make us feel full.