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kill mediocrity: day 10

You just can’t make this stuff up. This, we have to shame the creative folks and bring in the print vendor. When your client wants a design on anything, as an expert you also need to test functionality. Meaning, what does it look like opened, closed, moving, etc? Vendors, you probably have ample experience with designs-gone-wrong on specific formats. Who didn’t see this potential disaster before it was executed? We presume someone’s not happy at corporate. #killmediocrity

Kill Poor Creative Execution


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kill mediocrity: day 9

It happens to the best of us. Open up a glossy magazine and you will find this violation everywhere. This is the difference we see with ads that look nice and ads that look nice and perform. On print, make sure people can easily get to your social media or other online channels. They cannot click on a social media icon on a print ad to go to your business’ page. Hence, make sure you write out the exact location (or handle) to find your page. We prefer keeping it simple like your website address or your Twitter or Facebook handle like @brandmetta or facebook.com/brandmetta. #killmediocrity

Kill Poor Quality Assurance



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kill mediocrity: day 8

Calvin Klein is not stranger to controversy. This ad takes it a bit too far in our book. It’s okay to produce sexy ads; but, it’s not okay to suggest and promote violence against anyone. In this case, the ad is a suggestive of violence and gang rape. This ad was banned in Australia, with the Australian ad watchdog group stating the advertisement sensationalized violence against women. We wholeheartedly agree. #killmediocrity

Kill Ads That Sensationalize Crime


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high brow decisions.

We have quite a few brands we work with targeting the affluent buyer so thought this chart would be of interest to you. This is an ad channel ranking chart from a recent market study that shows the potential reach and effectiveness of each media channel. The results are a reminder that traditional media sources can be very effective for advertising (something research suggests that consumers and marketers both recognize), even as luxury marketers appear to be shifting budgets to the digital side of the equation. For the affluent buyer TV, Magazine, and Websites ranked top (respectively) in reaching this niche market.

Traditional Media Advertising

Source: Shullman Research

Even more interesting is the intent to buy. TV is the top advertising medium for reaching affluent adults, while magazines are particularly effective in reaching those who plan to buy luxury items. As you can see, Magazine is the consistent media channel that generates an impressive intent to buy indicator compared to TV or Radio. Of course, there are a number of factors that influence the buying decision but this is a pretty good generalization of how engaged this particular audience is for each type of media channel.

Intent to Buy

Source: Shullman Research