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Before the Web, photos in advertising were usually part of the conceptual development process. Back then, if an art director envisioned a photo in an ad concept, a comp was prepared to show the client how the final ad might appear. If the concept was approved, photographers were hired to help transform the concept into reality.
Prior to the Internet, there were many stock photo houses with thousands of images published in large proprietary printed catalogs. If, through an onerous page-by-page search, you did happen to find a photo that was appropriate for your ad, the royalties could run many thousands of dollars depending on the photo, the photographer, the ad’s total media exposure, and the duration of the ad campaign. Most of the time it was just easier to take the photo than find one in a catalog and try to negotiate a price.
Now, too often it seems, you see examples of ad development that appear to be initiated by finding an interesting photo first, and then building an ad concept around it. This is backward thinking. It is difficult to portray a unique brand image for your company using someone else’s picture album. Why has this happened?
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Do you need an expensive installation of Siebel CRM at your company when you could subscribe to Salesforce.com via the Web for a fraction of the cost? Do you need Microsoft Word when you can use a Web-based application such as Writely? Should you utilize Excel Spreadsheet software or would Tracker, a lower cost, Web-based application be a better option? Is Microsoft Outlook your only choice, or would a browser-based app such as Zimbra be better? Is it necessary to buy personal productivity software to install on your computer, or would it make more sense to take advantage of easy-to-use Web-based tools such as 30Boxes, Basecamp, Campfire, or Backpack?
In the months and years ahead, many people and companies are going to be asking questions like those above.
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Played any video games lately? Notice any products from Jeep, McDonalds, Nike or Coca-Cola? Chances are, there are companies like these working feverishly (and paying a lot of dough) to place their product in the right game at the right time you’re plowing through it. More than that, this “in-game” product placement (also termed “advergaming”) is being managed, and now measured, by marketers, who hope to quantify and place even more ads in these video games. And that very measurement is helping fuel a flood of ad dollars to the gaming arena.
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[Take 1] Do you want to produce TV commercials and get paid for it? Here is your big opportunity. If a spot you produce for a Current TV sponsor makes it on air you get $1000. If it goes beyond Current TV, you’re in the big bucks...maybe $5000 to $50,000. It’s an intriguing idea. FAQs are here.
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Earlier this week, I wrote about how the inverted pyramid is still alive. Now David Meerman Scott describes the new press release era in his latest MarketingProfs article.
The most significant take-away? If you still believe that press releases only target the media, your strategy will likely fall short. The press release is now fully web-enabled.
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