Sparks February 2010 -

Sparks February 2010

In the News

The death of TV ads?
With the introduction of Tivo and other DVR technology, advertisers feared this was the end of the television commercial.

But not so fast—it turns out to be a boon to advertisers!

  • Fast-forwarding viewers actually pay more attention during commercials than those watching commercials at regular speed.
  • Fast-forwarded advertisements still create brand memory, even with a 95% reduction in frames and complete loss of audio.
  • Fast-forwarded commercials can positively affect brand attitude, behavioral intent and even actual choice behavior.

But there’s one factor that is the life or death of your ad: The attention of fast-forwarding viewers is heavily limited to the center of the screen. To grab their attention, advertisers must place simple, eye-catching brand information dead center.
Source: “Breaking Through Fast-Forwarding: Brand Information and Visual Attention,” by S. Adam Brasel and James Gips. Journal of Marketing, 2008.




This month’s winner: Carl Hott!
Our VisoVerbo champ wins a digital print featuring this one-of-a-kind design. Have a favorite quote or saying? Send it in! If your quote is chosen, you’ll receive a digital print of your custom design suitable for framing! Check out your competition here.

More News

Can I get a witness?
One of the most powerful factors to influence your customers’ purchases is what other people think about your brand. Customer testimonials are essential to creating an effective brand experience.

But not just any testimonial will do. Here some tips:

  • Use real people. Anonymous testimonials acually hurt your credibility.
  • Highlight one or two key qualities with each testimonial. While one praises your quality, another might tout your exceptional dedication to customer service.
  • Give customer acclaim a prominent position. Spread the wealth around, placing at least one on every page of your Web site.

Remember, others’ reviews of your brand carry more weight than anything you can come up with. Let others testify to your strengths!
Source: Rick Sloboda through MarketingProfs

Get deviant, get creative
Looking for a creative jolt? Try looking at “deviant” imagery, such as a vintage photo of the Sex Pistols. Looking at the same objects every day (the office coffee mug, photos, and tchotchkes) can contribute to creative fatigue. Juice up your brain with something new!
Source: Amanda Imber, Inventium