Wristwatch Comparison Review

Put everything in writing. the power of print and outdoor

In 1998, Altoids won the prestigious award Kelly best print campaign in America North. The campaign has since won numerous awards and all, except gold at Cannes last year, came from the press or outdoor performances. In nearly 10 years, I worked on the brand we've never made a commercial on television. At my current agency, we promise our customers maximum impact for minimum dollars. Focus on the press and OOH is a key to achieving this goal.

I like printing. To date, I ask all those who work for me to show ideas mainly for printing. When I review portfolios I usually just look at printing. Let me see a sign. Show me the Mother-of-all-spreads. The impression is my wife. Outside is my mistress. I can not imagine what I'm doing without either.

However, with the indefatigable rush of technology, I wonder often if print is on its deathbed. Is it still a viable way to reach people? If yes, where is it headed? What will its role in the new millennium? Is that new technologies and media cancel multiple print advertising?

In a word: No.

Print is there to stay. Even with email and digital office applications, people are printing more pages of text than ever. We receive e-mail. Then we print. People are comfortable with writing, in both advertising and editorial. Consider your wristwatch. When I was a kid, science has come with digital watches. They were cool. They beep-beep. Everyone should have one. And then all of a sudden they not. Why? People like a face on their watch. The leather strap. Roman numerals. People like to tell time than we have heard from them.

Reading is active. Watching is passive. Although it is probably easier to watch a screen, it's more rewarding to read a page. Consumers appreciate rewards. So if advertisers. A consumer engaged is better than passive one.

Print Goliath fought before. With its advent, the giant Television did not destroy the written word. And gadgets will not tomorrow. You can not take your laptop into the bathroom, he will kill you in bath and make you look and feel ridiculous on the toilet. (I know, I tried.)

But obviously, change is inevitable. Media evolution is continuous. Among other things, print will become more personalized and targeted. But he will live.

Let me add the lion's share of print advertising will be poor. Why? Honestly, I do not think it's because most of us, and our customers, Marketing professionals are bad. Although we all know one or a dozen. But hey, mistakes are made. Apparently intuitive business decisions can screw a panel display as well as research fellows.

I learned a few things in 20 years.

Good impression is not a storage space for logos and product and phone numbers and URLs. I see plenty of time to print. The ads end up looking like my son is 8 years old cupboard! The problem is increasing in the open air. Less is always more, especially at 65 miles per hour. The more things you put in an advertisement for the worst, it is likely to be.

Another detriment to good print is to be treated as the Sun stepdaughter Big Daddy television. How many pickup trucks see scold you through magazines laying around their lines of TV theme as if it were manure? Too many. Stop! Print television is not static. It appears that some agencies literally pull their advertising executives and television call a print advertisement. This is what I call a travesty. Please print a priority. The impression is its own thing, because it lasts. It does not go far like television, like a thief in the night.

Print is not a political tool to appease some brand manager and his boss and boss his boss. Printing is a sales tool which should invite or seduce a person to buy or do something. This tool must be strong and simple and not hindered. If this is starting to copy along with a good title and tell your story. If it is a visual piece, not to distract the eye from where it should go. And so on. After the big idea, the craft is everything.

Print is not a good liar. In Leo Burnett, said that they had appeared on all notes of the company. It reads: Do not give or receive oral instruction. Clinton Joking , I think it's a powerful statement. I totally agree with him. Unlike television, the press is a written contract with the consumer. As such, I think he has an inherent integrity. As a manufacturer of printing I think it is my duty to do a good job. After all, printing is a product too. That's what I do. My product. My thing. If each of us has the press and advertising seriously then you will see an immediate improvement in the quality of working copy overall.

And while we are talking seriously Printing should be great for social reasons. Advertising can be a part of popular culture, but it is still growing. If I put a panel front of a stand of trees or architectural monument it better be great, because it is obscure. The impression is inherently guilty of vagrancy and interference. Overcoming this problem. Prove otherwise.

The digital age has increased the use of advertising. In many cities in the U.S., you can not buy the side of a bus over. They are all taken. And by whom? Tech customers. Dot coms. The new, new things. We use offline media to drive people online. A microsite can be dynamite for a new brand or brand trying to reinvent itself. We have created several for Altoids. And how do we get people to visit? Wild posters. The only copy was a URL. Hey, if you want street cred you need to take to the streets! Indeed, we see an explosion in the so-called garden furniture. We have put messages on the sidewalk. On each wall space conceivable. Even the media rights.

Characters in the man's tongue began to appear shortly after us We stopped picking bugs from our hair. It is doubtful that they will disappear any time soon.

At the end of printing satisfactory the result is an art director and copywriter working together and apart, criricism filtering, filtering of their own ideas, and not than merely acceptable. With television as a producer you have on your end, a director and his producers and about 75 other people for help or failure of your business. And that's not including customers. For better or for worse, you're not alone.

By comparison, craft a print ad is much more personal. Whether an expression of your boat. Write the text 50 times. Search 100 typeface. Be your own worst critic. Give a shit. And remember if you make a bad print advertising you can not fix it in post.

About the Author

Chairman and CCO of Euro RSCG Worldwide Chicago, Steffan is responsible for its overall creative leadership and quality of the creative product.
He’s received several prestigious awards, including a Kelly Award, Best of Show, Gold and Silver awards at the One Show, the Addys and a Cannes Gold Lion.
Steffan just completed a novel about god and advertising and posts regularly on his blog, Gods of Advertising. You may also find articles by Steffan at TalentZoo.com.

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