Ads need to be honest. Of course, ads tend to be selective (making the good sound great while ignoring the downsides), but unless you want to get hit with negative buzz about “false advertising” (or possible lawsuits), you must ensure that you’re being honest in your ads. You don’t want to pull a VW and get sued by the Federal Trade Commission because you falsely claim you have “green” environmentally-friendly diesel vehicles and then get caught cheating on emission tests.
Some of the worst offenders (not necessarily legally, but in a consumer sense) are movie studios. We’ve all been excited to see a movie after seeing the trailer, only to be horribly disappointed when the actual movie comes out. Sometimes it’s because the movie misled the audience, other times because they put all the good stuff in the trailer.
For Drag Me to Hell, the Sam Raimi-directed 2009 film, the trailer makes the film seem like a very scary horror film (even including the words “the return of true horror”). The problem is, it’s actually a horror-comedy. By essentially hiding all the comedic elements of the movie, no one realized it was partially a comedy (much like Raimi’s earlier film Army of Darkness). Audiences were mad, because they expected a scary thrill-ride and instead got a goofy movie (a goofy movie, not The Goofy Movie). Had the studio been honest in its advertising, it’s more likely people would have gone expecting the comedy bits and been able to enjoy it for what it was: silly horror-comedy fun.
Another issue often pointed out is when “all the good stuff was in the trailer.” No doubt you’ve heard this complaint from friends and fellow movie-goers before (or made it yourself). An obvious offender is the trailer for the 2006 film Superman Returns. All of the coolest action shots are featured in the trailer, like Superman getting shot at point blank range and the bullet being crushed when it hits his eye. “Man, if that’s in the trailer, imagine what else that movie does!” However, the movie didn’t do much else, leaving the viewer feeling like they didn’t get anything new when they watched the whole movie. It’s frustrating to lose 90-150 minutes of your life and feel you got nothing better than what was in the two minute trailer you saw 6 months ago.
Movie trailers are an easy target. I’m sure you can list several movies that either under-delivered or flat out lied in their trailers. However, the concept of honesty in advertising needs to be applied to all types of marketing. If you misrepresent yourself, your brand, or your product, and don’t demonstrate value once people actually acquire your services/products, or you flat out lie (don’t lie), you’ll see a strong backlash from consumers (and potentially lawsuits). People like companies they feel they can trust. And if you’re running dishonest marketing, you make it hard for people to believe anything you have to say. You really don’t want your company called out for having one of the most misleading ads ever by a charming British person on YouTube.
What makes video such a powerful medium? Why is it that even small toddlers natively understand videos? Why are “how-to” videos more popular than “how-to” books? Why are movies and television more popular than radio or novels? They’re easy for any human to comprehend, even children that can barely talk seem to just absorb Elmo videos (over and over and over and over again). Every single day, 1 billion hours of video are watched on YouTube.
If there’s one universal truth about marketers, it’s this: we’re all trying to sell something. It might be a shiny new product, a service to a business, or a political candidate, but it’s all about sales, right? Not quite, because marketers need to understand it’s not just about selling something. Understanding what your audiences really want is vital to your success.
Not everyone in the business world studied English in college. In fact, I think it’s safe to assume most didn’t. Unless you’re a writer, editor, or just have a random passion for grammar, it’s likely that once you slogged your way through Macbeth and To Kill a Mockingbird (or at least watched the movie versions or skimmed the Sparknotes), you felt free. Because of this, the professional world is rife with grammatical errors, misspellings, and other things that make English teachers’ brains twitch.
Adding a new employee to a company can be an awesome, exciting event. It can also be an awkward nightmare. There’s a fine line between a good and bad experience for a new hire, and balance is absolutely vital to welcoming the newcomer while not scaring them away either.
Celebrities love to post pictures of their healthy meals and videos of them working out with their personal trainers in the middle of the day on Instagram. It’s easier to stay healthy when you have the time and resources of a celebrity. But what about the rest of us? How do we stay healthy while typing on our computers for hours and sitting through way too long meetings? How do you maintain a healthy lifestyle in an office?
Keeping up with the latest and greatest fashion trends is exhausting (not to mention prohibitively expensive for those of us that don’t have our own line of rocket ships). Luckily, in a workplace setting, we’re not being judged on the same level as if we’re walking a runway in Milan. Still though, you don’t want to be known as the office slob, so here are some super easy, basic tips for dressing professionally and looking good at work.
Usually, when people hear the word “animation,’ they think of cartoons. When we talk about animations, especially for businesses, we mean so much more than just cartoons. Animation can be 2D, 3D, a blend of both 2D/3D, or things like motion graphics. Animations can be used to announce products or services, explain complicated processes, tell stories, or even just to make a fun, lively showcase for whatever message you’re trying to share with the world.
With the increases in identity theft, cyber crime, and hacking these days, it’s best to keep yourself as protected as possible. Although sentences like these are usually followed by ads for expensive anti-virus or online protection services,
You may have heard the oft-quoted statistic that when Google made their doodle a playable version of Pac-Man, the US economy lost an estimated $120 million in productivity (although that number has been criticized). That’s a loss of productivity on a massive scale. How do you address your own productivity, and make it better?
At work we’re surrounded by people we may not have necessarily chosen to be around, which makes it easy to feel like we lose control of our environment. The good news is that we do have control over how we respond to it.
When it comes to our personal finances, other than our paychecks, we often consider it a completely separate issue from our work. However, it’s not that simple. Your personal finances and professional life at work...
Imagine Don Draper standing in his office. He was just shown the film Spring Breakers. He downs his scotch and thinks, “how am I supposed to market this?” Although this is a silly hypothetical ...
It’s pretty apparent that the majority of 21st century marketing has been taken over by social media . As consumers get younger and younger, marketing tactics need to reflect this demographic change.
Burnout isn’t just a great Green Day song, it’s increasingly a real problem in the professional world. While American workers’ productivity climbs, so does the prevalence of burnout. More than just being tired, burnout is a condition of feeling emptied, exhausted beyond function.
Ads need to be honest. Of course, ads tend to be selective (making the good sound great while ignoring the downsides), but unless you want to get hit with negative buzz about “false advertising” (or possible lawsuits), you must ensure that you’re being honest in your ads.
I don’t think anyone would deny the importance of giving back, whether to your local community, an important cause, or to those who really need it. The question is how, as companies and employees, we can best serve others alongside our regular work.
There are serious benefits to adding video to your marketing campaigns. 1 billion hours of video are watched on YouTube daily. Executives say they are 59% more likely to watch a video than read an article.
It’s unlikely that as a kid when asked what you wanted to do when you grow up, you proudly proclaimed, “I want to work in data entry at a mid level industrial supply company!” For the luckiest among us, our jobs are our personal passions...
Sometimes the lines between our personal and professional lines can get a little blurry. Since we spend a large amount of our lives at our jobs, it’s inevitable that we’ll create social bonds with the people around us...