Category Archives: Advertising/Tag Lines

Is the “Whopper” Too Big for Your Tiny Hands?

When Harry and I helped Mal MacDougall and Ed Eskandarian put together HBM Advertising’s new business presentation we were trying to figure out what made many of the agency’s commercials work so well. What was there in common between “Kids … Read More

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How a Bathroom Wall Message Motivated Me to Work on Madison Avenue

How a Bathroom Wall Message Motivated Me to Work on Madison Avenue.   It seems like yesterday, but I was back at the University of Massachusetts, Amherst running for sophomore class president. There were thousands of students on campus, but … Read More

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As Noxzema Proved, Sometimes the Best New Product is an Old One

I’ve been involved in new product development for many years and one lesson I’ve learned is that sometimes the best new product may be an old one. The way Arm & Hammer baking soda reinvented itself as a product which … Read More

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What Johnny Cash’s Lionel Commercial Can Teach Us About Digital Marketing Today

Back when I was an account executive on Lionel Trains at HBM Boston I learned a great on LESSON about advertising, whether it’s consumer or B2B: Incorporate emotional benefit, not just logic. A little marketing research can keep your campaign … Read More

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Why Alka Seltzer Promotes “Plop Plop, Fizz Fizz,” Not “Plop, Fizz”

Have you ever wondered why Alka Seltzer commercials always shows two tablets, not just one, being dropped into the fizzing water? Well, when I was back on Madison Avenue a fellow agency person shared a marketing research secret with me: … Read More

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Why Ajax and Google Were Careful Not to “Toss Out Their Babies with the Bathwater”

Many basic marketing principles aren’t different in today’s Internet Age than back in the “white knight” sixties. It’s just that there are lots more options, more/different places to buy, and the consumer is now in charge. Marketers need to realize … Read More

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Three Reasons Why Marketing “Triggers” Are So Effective in Today’s Digital World

By Kimball Wallace, Partner & Chief Strategist, Wallace & Washburn LLC The confluence of the Internet, “time famine” and message bombardment has forced consumer and B2B marketers to find new ways to stand out and be noticed. Our experience is … Read More

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How a Smoke Ring Saved This Pilot’s Life

  “People say smoking costs lives. It saved my life.” –Lieutenant Colonel James Goodson The Washington Post writes, “During a WWII strafing run over a German airfield, ace pilot, James “Goody” Goodson, was shot down. Injured, Goody fled into a … Read More

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So You Want to Get Into Advertising

If you ever have people asking you how to get into advertising, the suggestions below I received from Jeff Friedman hit the nail on the head. I know because that’s how I got my first gig at Doyle Dane Bernbach … Read More

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How George Lois Tricked Aunt Jemima into Making Millions

We’ve all had clients who were so busy with their day-to-day responsibilities that they weren’t receptive to new opportunities. Aunt Jemima pancake mix had 12 reasons why they shouldn’t get into syrups. However, one George Lois question in a research … Read More

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