The World of Advertising

Paper Summary:

This paper explains that the "Dell Dude" marketing campaign was effective because the message was simple and to the point, created word of mouth, and had an indirect impact on parents; "Dude, you're getting a Dell" was a popular icon and had people talking. The author points out that an advertising campaign is a collaboration of many people within the company and outside of the company such as freelancers and consultants, including graphic artists, video production staff, copywriters, and publishers. The paper stresses that advertising campaigns for the Internet should be concise, to the point, catch the attention of the consumer, but not be so flashy that no one knows what the message is supposed to be.

From the Paper:

"Advertising professionals, who make the mistake of ignoring this simple and most obvious thing, produce pretty and cute ads, while missing the message they are trying to convey. Just because an ad is pretty to look at and entertaining to read, doesn't mean that it will persuade people to buy products or service and produce sales. Sometimes, just the simple, well-written, persuading ads produce the greatest results. This doesn't mean that a well-written ad cannot be pleasing to the eye, but it does mean that copy needs to be persuading as well as have a pleasing layout."

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