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08/07/2009

Be True to Your Brand

When I was in high school I attended Junior Achievement-style marketing classes put on by a local bank. I remember one demonstration there that taught me the importance of brand recognition. The instructor covered over the store and brand names on some newspaper ads and asked us to identify who the ads promoted. When my…

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08/05/2009

What Is The Role Of Graphic Design?

At first glance it reminded me of an Old West “Wanted” poster.  So it did its job…it got my attention.   After spending a few minutes looking at the photos and reading the copy, I was confused by the front side of the card.   The oversized postcard from Comcast arrived early last month.  You…

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08/05/2009

Communicate Change Correctly

Change, as the saying goes, is inevitable. But when you make changes to your products and services that affect current customers, how you present those changes can mean the difference between keeping and losing customers. Years ago, a bank where I had a checking account decided to revamp its entire checking program and offer a…

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08/03/2009

ACT NOW — Quantity Is Limited!

“Extremely Limited Availability”   This is the violator or banner copy appearing diagonally in red in the upper right corner of the full-page magazine ad offering a free pearl necklace valued at $295.   While I’ve come across this same ad in at least two different magazines, this particular ad appeared in the July 20…

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08/03/2009

Two-step Sales Approach

When car sales dropped steeply, one auto dealer began using a sales technique to boost business that, with a little tweaking, can work for businesses in other industries. The dealer uses a two-step or two-prong process for convincing past customers to move up to a 2009 vehicle. I’m one of those past customers. The ads…

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07/31/2009

The Postcard Arrived Too Late

Oops!   The oversized postcard from my local Ford dealer arrived in my mailbox on Wednesday afternoon.  It informed me that I might qualify for a $4,500 rebate if I stopped driving my old gas guzzler by turning it in for a new car or truck.   Early this morning, I heard on the radio…

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07/30/2009

Idea: Newspaper Post-its

I don’t know how widespread this idea is, but it can’t be original to Lincoln. Every so often, the city newspaper attaches a classy-looking post-it style advertisement to the front of its home editions. These removable mini ads are 3-inch by 3-inch square, two-color to full-color, and are used by a wide range of businesses….

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