Monthly Archives: October 2010

Diversity of advertiser solutions means online offers something for everyone

Online advertising in the UK continues to grow, this time to just under £2 billion for the first half of 2010. Exciting, but this growth isn’t the real story. The most interesting thing is that the latest IAB / PwC figures show that digital advertising offers the advertiser a really broad range of advertising solutions – meaning that it can accommodate the needs and objectives of any marketing campaign – from direct response to brand building.

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Bernbach on how life works

Bill Bernbach said “In this very real world, good doesn’t drive out evil. Evil doesn’t drive out good. But the energetic does displace the passive.”
Although he was referring to advertising, it’s analogous to all life.
We all learned in science class, “Nature abhors a vacuum.”
Imagine an empty space, and nearby a very full space.
It’s pretty obvious that whatever’s in the full space will be attracted to the empty space.
So some of it will move across until there’s the same amount of stuff in both places.
Things will be attracted (sucked) from the area of higher density to the area of lower density.
At the level of molecules, this is called The Venturi Effect.
And it affects every single part of our lives.
Something as basic as drinking through a straw.
By sucking air out of the straw we create a low pressure in the straw.
This attracts liquid from the higher pressure part at the bottom of the straw.
And liquid flows up through it.
A car engine starts when it sucks air in, across the top of the carburettor nozzle.
When air is moving, the molecules are farther apart so their density is lower.
The petrol molecules at the bottom of the nozzle aren’t moving.
So their density is higher.
They get sucked up into the engine, and it starts.
When David Beckham wants a ball to curve he kicks it on the opposite side.
This makes it spin as it flies.
The side of the ball spinning forwards will force the molecules to be more crowded.
The side of the ball spinning backwards will allow them to spread out.
So the ball will be sucked towards the less dense molecules.
A golf ball has dimples to accentuate this effect.
When a golfer wants the ball to have lift, he strikes it so that the bottom spins forwards.
The denser air underneath the ball creates high pressure.
The less dense air on top creates low pressure.
The ball is sucked upwards.
A plane uses a similar effect.
If we cut the wing in half, we’d see it was curved upwards on top, but flat on the bottom.
So, as the plane moves forward, the molecules on top of the wing have to cover a greater distance, and are consequently more spread out.
The molecules underneath the wing are denser.
High pressure is sucked towards low pressure, and the plane flies.
A yacht is the same.
The sail is curved so that the air has to move faster over the outer part.
But the air gathers in the bulge of the inner part.
So the denser air is sucked towards the less dense space.
And the boat is pulled forwards.
Which is how a yacht can sail into the wind.
So moving things (energy) can have a profound effect on static things (passive).
Thus proving Bernbach’s maxim.
But there’s a second part to Bernbach’s maxim: “In this all too real world, good doesn’t drive out evil.”
In other words, having right on your side isn’t enough.
In fact it’s irrelevant.
Whatever we want to happen, we have to make it happen.
In order to make it happen, we have to understand how things work.
How things work is energy.
The universe is simply energy.
“In this very real world, good doesn’t drive out evil. Evil doesn’t drive out good. But the energetic does displace the passive.”
That’s how life works.
That’s how advertising works.
Or to put it another way, existentialism.
This is the Albert Camus version of Bill Bernbach’s quote.
“The weak man believes in luck. The strong man believes in cause and effect.”

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