Tag Archives: business

This Cancer Hospital Campaign Aims to Put Itself Out of Business

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This month, the Seattle Cancer Care Alliance will launch and new TV, radio and online campaign created by Seattle-based Frank Unlimited that centers not on curing or even alleviating cancer, but on prevention.

While that would be a predictable direction for a public service campaign but not so much for a healthcare advertiser whose bread and butter, so to speak, is cancer treatment. Nevertheless, the campaign represents upwards of 35% of Seattle Cancer Care Alliance’s total 2014 marketing budget. Called “Do One Thing,” it promotes cancer risk-reducing lifestyle changes that people, especially adults 45+ and especially women, can make on their own, without participation in any hospital program.

The campaign strategy borrows from current motivational psychology thinking on habit change, which suggests that, asked to change many habits, people often change none; asked to change one habit, they are more successful. As relates to cancer prevention, people are counciled to avoid some foods, eat others, exercise, use sunscreen, stop smoking, and more. It frequently leads nowhere.

“So here’s a thought,” a :90 online video encapsulates the overall message, “You don’t have to change everything. You don’t have to do everything. Just do one thing. Every day, pick one healthy thing, and do it.” The video shows three would-be cancer avoiders do a lot of attempting and a good deal less succeeding at dozens of different healthy lifestyle changes.

There is also a free Do One Thing app, for iOS or Android, which lets one set goals, then gives reminders and tracks progress. The tracking can be private or shared socially. Because public shame is, of course, an exceptionally effective motivator.

To drive site traffic, a :30 TV commercial, animated by New York Times op-ed illustrator Drew Christie, runs on all broadcast networks and a :60 radio spot runs on NPR and major news format stations, all within the Seattle DMA. Additionally, banner advertising will run across various healthcare networks.

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This Cancer Hospital Campaign Aims to Put Itself Out of Business

Axe Gives Employees Pheromone-Infused Business Cards. Productivity to Take A Nosedive

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Well, now. Not only is Axe out to turn women into helpless puddles of desire in the face of their body sprays and deodorants, they’re now arming their employees with business cards that will do the same.

Working with Union Toronto, the brand, as illustrated in this video, has created a line of personalized business cards unique to each employee and that contains a pheromone-infused substance that’s applied to the card.

The results, predictably, are predictable. But we have to wonder. With all these pheromone-infused business cards floating around the office, how will any work get done when everyone’s off in a closet shagging?

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Axe Gives Employees Pheromone-Infused Business Cards. Productivity to Take A Nosedive

The Viral Effect and Free Job Advertising

It can be tough to predict what will become a viral job advertisement. If it were predictable, the world wide web would meltdown as viral content would surge beyond what internet service providers and hosts can handle. Indeed, making job advertisement go viral involves a mix of talent, intuition, timing, a bit of luck and lots of trial and error.

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The Viral Effect and Free Job Advertising

How Top Paying Keywords Can Multiply AdSense Earnings

Almost everyone may already know about the AdSense program and that it is a way of creating wealth through the Internet. However, not everyone who has tried has actually earned profits from it. Here’s why? They do not make enough effort in figuring out and utilizing the right keywords – the top paying keywords. What then is a keyword? Keywords are the words or phrases that people input on Google or other search engines to find what they may be looking for. Marketers generally use keywords to promote online on a website. They could purchase the keywords or phrases in Google AdWords, and exhibit their advertisements on blogs or sites that are utilizing Google AdSense. What’s essential is that the adverts showing on a website are in relation to the keywords employed in the content.

How Top Paying Keywords Can Multiply AdSense Earnings

The Disruption of Expectation in Advertising

The disruption of expectations is an important factor in contemporary advertising, it serves to gain the attention and interest of the viewer. It also serves as an inside joke between the prospect and the advertised product. Furthermore, disruption of expectations is an asset to an advertiser because it changes the advertisement from a monologue about the product, to a two-way communication between the advertised brand/product and the consumer.

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The Disruption of Expectation in Advertising