13min Batman Infomercial is the Usual Missed Opportunity

AdAge asked, “Would you watch a 13 minute infomercial for ‘The Dark Knight Rises?’” They asked the wrong question. The real question is, “What could Warner Bros have done for their marketing with a 13 minute infomercial?”  And the answer is, “Anything would have been better than the nothing they did.” There is a schism between the two camps of advertising: brand and demand generation. The brand folks deal in…

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Beating the Horse (or your creative control)

You know you’re in trouble when the client tells you that they don’t like their control creative, but haven’t been able to beat it in testing yet. They’re looking to you with hope in their eyes. You’re looking at their creative, which features a cartoon horse*ostensibly using the product. The product was targeted at a mostly female audience, and the image implied that they too could look as good as…

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