WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?

1. 2. 2024 Once again, Tom Roach has produced an excellent, evidence-based review of an essential problem facing advertisers: how to get attention. His answer is creativity. People would rather not be exposed to advertising, so creativity provides the means to get their scarce attention. However, there are a couple of points implied in his article that I believe deserve a little more attention than he has given them. Tom's GUIDE to more memorable creative Before I go further, I just want to reorder an important summary of advertising principles that Tom provides in his article. Simply re-ordering his five principles gives us a nice little acronym: GUIDE.

THE CASE FOR BRAND INVESTMENT IN A TIME OF BUDGET CUTS

13. 11. 2022 As economic uncertainty has many businesses tightening their belts, one area particularly prone to budget cuts is branding. But brand building will always be a key driver of long-term success.