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Do Your Homework When You Use Media
By chris | April 17, 2008
Most of us have grown up using media. We have watched television, listened to radio, surfed the internet, read magazines, received tons of junk mail and blocked even more spam. We have read countless newspapers, seen thousands of billboards, seen high pressure news conferences, and experienced the promotions designed by the finest minds in advertising history. We know what advertising is all about—we have seen Samantha on Bewitched pull an advertising slogan out of her twitching nose more than once.
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Hey, advertising is easy–it’s not rocket science! (Say that out loud!) . I mean, I watched so much television as a kid–for years I thought I was one of the Brady Bunch children. I even avoided playing ball in the house or wearing Tiki statue necklaces because I saw how my Brady friends were affected by these activities. I secretly have always wanted to eat pork and beans from a flashlight like Bobby and Cindy did when they went to the Grand Canon!
I’ll bet I saw nearly every commercial ever produced when I was a latch-key kid growing up. Hey, I know not to fool Mother Nature , I know what happens when a meatball is too spicy and I know there is an ancient Chinese secret to clean laundry. No matter how many times you have seen popular media jump the shark or seen advertising you still don’t have the information you need to make media effective. Your expertise in media consumption doesn’t make you an expert in media strategy. We are tempted to think we are media savvy to our own demise. That’s why it’s important to do your homework and plan your use of media carefully. Stay tuned for how…
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