http://www.adcomcommunications.com/ Adcom is an award-winning full service marketing and communication firm dedicated to creating high-impact design and brand marketing. En Tue, 22 Jun 2010 13:58:44 -0500 Tue, 22 Jun 2010 13:58:44 -0500 http://www.adcomcommunications.com/never-underestimate-the-power-of-a-woman/ It's no secret who's the apple of marketers' eyes. It's not the wild spending teens or successful businessmen. It's working women 25 – 54 of whom there are over 70 million in North America. They have incredible clout, changing the way companies design, position and market their products. Business Week Magazine shows women earn 79 cents for every dollar a man gets. But they make more than 80% of the buying decisions in the home. They also shop very differently than men, doing much more product research and being somewhat less influenced by ads (they will make up their own minds, thank you!) Women much prefer to be informed through reviews in newspapers or on-line, or even by television role models like Oprah. Just because women earn less than men, don't think their income hasn't soared in the past 25 years – over 65% to be exact compared to men's paltry 1%. Ouch! This has spurred a significant move to a new luxury sector in the market. The deeper-pocketed woman now demands much more "haute” products. This is seen in such retail successes as Coach, where designer bags are mandatory. Other luxury brands followed suit, like BMW, Apple and even Harley Davidson, where sales to women increased by 10% in the past decade. "I am woman, hear me roar” was the mantra in the Helen Reddy song in 1972. Little did we know just how loud! We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Sun, 01 Nov 2009 12:00:00 CDT http://www.adcomcommunications.com/never-underestimate-the-power-of-a-woman/ http://www.adcomcommunications.com/the-secret-of-successful-advertising/ So often we are asked the proverbial question: what works in advertising? Most advertising tries to get us to buy one brand or another. When all things are equal, it can definitely tip the balance and ultimately influence the purchase. Often, advertising fuels our feelings of "need” or "desire” for the product. This is interesting since in many cases, advertising does not ultimately persuade us to buy. It acts as reinforcement of the desire. We then feel better about our decision to make the purchase. It takes away our feelings of guilt and intensifies our innate desire to have it. The objective is simple. Beam the focal point on the attributes of the product and that will trigger our existing mindset. Easy, eh! We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Sun, 15 Nov 2009 12:00:00 CST http://www.adcomcommunications.com/the-secret-of-successful-advertising/ http://www.adcomcommunications.com/marketing-adrenalin-relies-on-brands/ If we want to bond with a brand, there's no better way to do so than to drink it, wear it or drive it. A brand is a standard of social status and can be worn as a badge of honour. (How many times have you caught yourself eyeing that expensive purse or God forbid, that exotic foreign car with the three famous initials?) We all do it. We react to symbols. It's a learned association with what we believe the brand represents. Acceptance. Status. Taste. Mostly, brands represent how we feel about ourselves. Do you feel better about yourself driving the sports car and writing with a pen named after a mountain? Probably - if you can afford it! We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Tue, 01 Dec 2009 12:00:00 CST http://www.adcomcommunications.com/marketing-adrenalin-relies-on-brands/ http://www.adcomcommunications.com/marketing-adrenalin-goes-viral/ Did you know that studies show you laugh more when you're with other people? And the more the other people laugh, the more you laugh. In other words, laughter is truly contagious. That's why as far back as the early days of television, producers have put laugh tracks in comedy shows. But does humour in advertising have a "wearing-our” point? Seems not! In actual fact, humour has tremendous longevity. Here's an example. Humour in advertising can gain momentum as the so-called punch line starts seeping into everyday vernacular. Take for example the mid-80's famous Wendy's tagline, "Where's the beef?” This tag quickly became iconic and was guaranteed to get a laugh every time. Most of that generation still chuckle when they hear it, because it conjures up an image of that hilarious, wig-adorned, lace-enhanced old biddy. Overall, it's questionable as to whether humour succeeds in gaining greater awareness or simply increases the level of viewing enjoyment. Haven't we all said, "Hey, here's that ad again. It's a riot!” We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Tue, 15 Dec 2009 12:00:00 CST http://www.adcomcommunications.com/marketing-adrenalin-goes-viral/ http://www.adcomcommunications.com/2010-emerging-trends-spark-marketing-adrenalin/ The first decade of the twenty-first century was a letdown in so many respects. As it exited, with a ragged recession clutching on to its pant cuffs, we were all somewhat relieved to see it go. So let's dust ourselves off and take a new view on a new year. Here are a few of the emerging trends we see taking shape for 2010. There will be a significant rise in home security systems. Unemployment is up and history tells us that crime tends to increase exponentially. The power of social media is far beyond just fun and games. The power of Facebook and Twitter will continue to grow at a mind-boggling rate. Hybrid cars will be more popular in 2010, with Ford's Fusion being the more affordable option and some Volkswagen products representing the higher end. Steam home appliances are becoming de rigueur. They help remove wrinkles and can freshen clothes without washing. They are close to double the cost of conventional appliances, but quickly pay for themselves in energy savings. Colour is back in fashion (oh surprise) and the hottest colour for 2010 is bright fuchsia. Pair that up with red-hot lips (a la vintage Dior!) Hairstyles will be soft and feminine – gone are the spiked gelled versions of the previous decade. There's always a retro touch, and for 2010 it will be jeweled peace signs in accessories and tie-dyed items from the 60's. Interior design is going back to colour, colour and more colour. The taupe-on-taupe look is simply passé. As the Baby Boomers enter retirement age, there will be increased focus on adult lifestyle communities that offer exclusive amenities that appeal to the wealthiest seniors in history. Tea drinking is making a resurgence, challenging coffee as Canada's number one hot beverage. The "classing-up” of this ancient brew is obvious in such new tea retailers as Teaopia. We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Fri, 01 Jan 2010 12:00:00 CST http://www.adcomcommunications.com/2010-emerging-trends-spark-marketing-adrenalin/ http://www.adcomcommunications.com/heres-a-sure-fire-way-to-boost-your-marketing-adrenalin/ A recent article in the Globe and Mail's Report on Business suggests that well-heeled consumers are coming back into the market. It is no secret that the carriage trade was hard hit during the recession. As a consequence, many of these savvy brands are returning to a revitalized approach to customer service as a business model. Few of you probably realize there is such a thing as the "Luxury Institute.” Based in New York (where else?), they consider themselves the voice of the high net-worth consumer. They claim that top tier brands are gearing up for a renaissance, and that includes a new focus on "uber-service.” Here are but a few creative tactics recently launched by some famous luxury brands: Toronto's Hermes store brought in an engraver to personalize bottles with customer's initials (apparently fragrance sales doubled)! Holt Renfrew, who recently replaced its top management, is formalizing its "random acts of kindness” program, sending special gifts to its top customers. Tiffany sends personalized messages (snail-mail and electronic, in their iconic blue colour palette), suggesting new merchandise customers may enjoy. Consumers are starting to open their minds and their wallets to luxury again. However, the big differentiation in choosing their brands will most certainly be the level of service they are perceived to offer. We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Fri, 15 Jan 2010 12:00:00 CST http://www.adcomcommunications.com/heres-a-sure-fire-way-to-boost-your-marketing-adrenalin/ http://www.adcomcommunications.com/marketing-adrenalin-creates-ideas-worth-stealing/ Some marketing ideas are brilliant simply due to their simplicity. The essence of that simplicity is the core of the genius. Here are a few dynamite approaches: Lululemon – The B.C. based retailer, specializing in yoga-inspired apparel, provided free bi-weekly yoga classes in many of its larger markets. It was so successful, they are adding the classes in additional centres. American Eagle Outfitters – Aptly dubbed "15 Seconds of Fame,” the innovative retailer installed a 15,000 sq. ft. digital sign outside their Manhattan location. Customers who made a purchase had their photo displayed on the giant screen along with a 20-character personal message for all of Times Square to see. Coach – to combat flagging sales of their pricey brand, Coach launched its "Poppy Collection.” It kick-started sales by offering the luxury brand with a price point of 20% less than their core brand. The new line helped buoy sales in tough times. Pop-Up Stores – These temporary stores are no longer frowned upon by shoppers. They are now heralded as a great strategy for introducing new products in key markets. Recently, Gap was successful with a pop-up concept launching its 1969 Jeans brand, a retro-style jean commemorating Gap's founding year. "Try-vertising” – Sampling is key to introducing new products. But what about beverages? Undeterred, Sunny D beverages came up with a sensory marketing experience for a new flavour. Described as an oral equivalent to a "scratch and sniff,” it consisted of an edible filmstrip infused with the new flavour and distributed in shelf-edge dispensers in supermarkets. Imitation is the greatest form of flattery. So there's nothing wrong with taking some of the finest ideas, borrowed from others, to ultimately improve your practice. We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Mon, 01 Feb 2010 12:00:00 CST http://www.adcomcommunications.com/marketing-adrenalin-creates-ideas-worth-stealing/ http://www.adcomcommunications.com/10-key-marketing-adrenalin-trends-to-understand-baby-boomers/ What do you know about marketing to Baby Boomers? Attracting this lucrative market in 2010 requires strategic marketing that speaks to a very unique demographic. Here are 10 characteristics you may not have known: 73% of Baby Boomers are on Facebook. 88% of them have personal email. Six million more are using the internet than 5 years ago. Boomers comprise only 20% of the population but control over 40% of the discretionary income. 66% of Boomers read newspapers several times a week. Boomers' travel motto is "Adventure Without Risk". Boomers have much of their wealth concentrated in their home equity. Boomers' favourite pastimes are watching T.V., followed by shopping, reading and cooking. Online weather reports are checked by 60% of Boomers daily. 20% desire home offices to continue to work and have "encore" careers.  We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Mon, 15 Feb 2010 12:00:00 CST http://www.adcomcommunications.com/10-key-marketing-adrenalin-trends-to-understand-baby-boomers/ http://www.adcomcommunications.com/how-to-use-pre-registration-programs-to-drive-marketing-adrenalin/ It never ceases to amaze me how often marketing and sales professionals fail to follow through on pre-registered customers. These are the customers who virtually have their chequebooks open and pens poised. They are prime for online communication and welcome new and relevant promotional offers. They are eager to participate in the sale and are typically open to being up-sold. The marketing strategy behind pre-registration is simple.  Create a URL that is memorable and easy-to-read. Try to keep the messages short and succinct, eliminating long scroll-downs.  Use imagery that is consistent with the brand message.  Place all your salient information on the landing page and make the second click the registration page.  Another page in between could risk losing them!  Stay loyal to the design of the overall campaign so it will ultimately be recognized in traditional media.  Most importantly, keep them on your radar screen with frequent eblasts and progress reports.  It is all about establishing a relationship and building trust. A good example of an effective pre-registration process is the new home industry. Pre-registering potential purchasers is nothing new in launching a new home community.  In the previous decade, traditional print media was used to announce an upcoming project.  A so-called telephone Pre-Registration Hotline was setup that went into an answering machine, or better still, a live receptionist. We’ve come a long way in a few short years.  Technology allows us to use traditional media such as print and signage, to direct these hot prospects to a pre-registration microsite, where they can express their interest online.  This results in a valuable database of pre-qualified customers that is pure gold.  However, like so many marketing professionals, homebuilders often fail to capitalize on this lucrative group.  Frequently, one contact is made to the pre-registered list then often not followed up.  Dialoguing with these registrants is a fantastic way for builders to jump-start projects and pre-populate their new home sites.  They are also an incentive to the sales team and can assist them in further defining the target audience. Never underestimate the power of an enthusiastic customer.  They’re hard to come by! We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Tue, 02 Mar 2010 12:00:00 CST http://www.adcomcommunications.com/how-to-use-pre-registration-programs-to-drive-marketing-adrenalin/ http://www.adcomcommunications.com/value-inspires-marketing-adrenalin/ Welcome to the Recession Generation. It is being said that this economic downturn has changed the very psyche of today's consumer. We've been humbled by this recession in much the same way as our grandfathers were by the Great Depression. Retailers and business owners must first recognize this phenomenon and quickly learn how to sell to this chastened consumer. Offering the very best value, not necessarily the lowest price is essential to luring back recession-weary customers. More attention to customer service can help instill confidence in those who may still be a little weak-kneed. Incentives and special offers for future purchases can encourage them to return. Fresh products and relevant brands can inspire consumers to acquire "new" merchandise. Reaching out to new markets through the power of social media can also help connect with a wider cross-section of consumers. Pundits are dubbing this the Great Recession. Slowly, but surely, we are digging our way out. Holiday retail sales were solid, if not spectacular. Ford is edging back up again and new technologies such as iPhones are growing stronger by the month. Having been in business through three (count 'em three!) recessions, experience tells one we are not exactly out of the woods yet.  It appears to me that we are now in penance mode. We see how the errors of our ways, such as heavy spending and large debt can become our demise. Frivolous overspending has turned sharply into thrift, even fear. With the consumer focus on value right now, major brands are rethinking their approach. Who would have ever thought the mighty Bloomingdale's would launch an outlet store concept, but they will this summer in New Jersey. Now I am suddenly conjuring up caviar on a paper plate! We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Thu, 11 Mar 2010 12:00:00 CST http://www.adcomcommunications.com/value-inspires-marketing-adrenalin/ http://www.adcomcommunications.com/recession-recovery-gets-marketing-adrenalin-back-on-track/ The train is leaving the station! The recession is much like the workings of a train - during a recession it is completely stopped, engine off. But now that the recession is waning the train is well on its way and gaining momentum every day. Soon it will be at top speed. There are several ways in which companies can assist in recession recovery. They all involve creating and retaining innovation. There are ways to make the train go even faster! 1.  Incent and attract talent. Talent is is the single most important variable in innovation. 2.  Invest in technology. The rise of social marketing and consumer confidence means more conversations with customers. 3.  Don't be afraid of some risk. Instinct in a recession is towards conservatism. True innovation requires taking some chances. 4.  Re-think new product development. Now that growth is returning to the marketplace you will need more innovative products to attract new customers. 5.  Define the difference between fiscal restraint and penny-pinching. The latter does not accelerate growth. 6.  Try hard to get over "risk-averse" behaviour. It tends to stymie innovation. 7.  Reach out to experts in the fields of research, development and marketing. "Consultant" is not a dirty word. They offer outside innovation ideas and strategies. All aboard the Recession Recovery train! We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Wed, 17 Mar 2010 12:00:00 CDT http://www.adcomcommunications.com/recession-recovery-gets-marketing-adrenalin-back-on-track/ http://www.adcomcommunications.com/how-to-use-newspapers-to-deliver-marketing-adrenalin-results/ In the past couple of years Adcom has encouraged its clients to take a hard, close look at their media buy. Often clients get so caught up in the creative process, they lose sight of the delivery system the message is utilizing. Newspaper buys have been under close scrutiny. With rates continuing to increase, largely due to the cost of newsprint and distribution, print media needs to ensure it delivers results. If newspapers are still in your media mix, we suggest that placement can have a huge impact on your ad's effectiveness. It's called "readership courting", and it's a successful strategy when booking newspaper ads. Local news and announcements rank high in popularity with readers, as do articles concerning health, home and food. So it makes sense to book into these high profile sections. Like all businesses in today's world, newspapers have to change or fade away. Media pundits tell us that the newspaper industry is under threat of technological changes in readership. It is these changes that cause their readers to look elsewhere for information. Many savvy print publishers are targeting "urban creatives", an audience that prefers technology-based sources of news and information. They are successful by creating websites that report the news, but deliver so much more like blogs, videos and special offers. When negotiating your newspaper buy, include the value-added component of a presence on their website. You will not only speak to the traditional newspaper reader, but also be exposed to their on-line audience. In Canada, NADbank reported that newspaper readership bounced back marginally in 2009. On-line readership actually increased by 2%. NADbank (Newspaper Audience Databank) is adamant that the rhetoric about the demise of newspapers is nothing more than that. But remember, the industry lines NADbank's pockets, so it is in their best interest to toe the company line. Regardless of the instantaneous and free flow of Internet news, people will eventually come to once again appreciate the reliability, quality and geographical applicability of newspapers. We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Wed, 14 Apr 2010 12:00:00 CDT http://www.adcomcommunications.com/how-to-use-newspapers-to-deliver-marketing-adrenalin-results/ http://www.adcomcommunications.com/8-important-tips-for-successfully-marketing-to-women/ "Hitting The Mark", in the April 19, 2010 edition of Marketing is an absolute must-read for marketers communicating with women. Take a deep breath and look at these numbers, recently released by The Boston Consulting Group. They estimate that women control twelve of the world's eighteen point four trillion dollars in annual consumer spending. In Canada alone, women now purchase 68% of new cars, 56% of home computers and 51% of consumer electronics, according to Stats Can. Here are a few tips author Kristin Laird recommends to demonstrate your company's understanding of this lucrative market segment. 1.  KNOW WHO YOU'RE TALKING TO Understand what is going on in women's lives and don't market solely by age. Research their stage in life, since many women feel marginalized by advertising that lacks insight. 2.  INVITE HER TO JOIN YOUR BRAND Women need to feel part of something. They enjoy being part of a special club and being engaged. So don't hesitate to say, "Come join us." 3.  UNDERSTAND THAT MEN AND WOMEN SOMETIMES WANT THE SAME THING Marketing to women is not about male versus female, it's just another way of looking at data. An example is the home improvement business, traditionally thought to be a male bastion. According to a Home Depot survey, 80% of women now do their own projects because it instills pride and saves money. 4.  MAKE HER FEEL COMFORTABLE Never assume a women knows less than a man! Speedy Corporation surveyed their women customers and discovered that 43% feel they received worse car repair service than men and even believed that they are quoted higher prices. 5.  HELP HER GIVE BACK Women appear to be naturally philanthropic. Successful brands make it easy for women to donate to a cause with such tactical promotions like donating a percentage of sales to a charity. 6.  DON'T SHRINK AND PINK IT Don't assume you'll be successful by "feminizing" your product. Dell computers crashed and burned in 2009 with their new line of computer accessories that emphasized counting calories and finding recipes, ignoring tools and advice in actual technology. Women were outraged at what they called "condescending" marketing. 7.  IT'S ALL IN THE DETAILS Women love information! The more the better. Explain the product and extol its benefits. Women embrace innovation and enjoy learning about new products. 8.  BANK ON YOUR FEMALE CONSUMER SO SHE'LL BANK ON YOU A whopping 90% of women in their 40's feel banks intentionally complicate financial matters. With women remaining single longer, banks need to connect with this powerful market. Financial institutions tend to hold to the old seminar idea, although women prefer a more relaxed environment to garner knowledge. We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Fri, 30 Apr 2010 12:00:00 CDT http://www.adcomcommunications.com/8-important-tips-for-successfully-marketing-to-women/ http://www.adcomcommunications.com/10-business-strategies-to-drive-innovation/ http://www.youtube.com/watch?v=j79LwZdtdos Today's business world is all about innovation, and that can throw the best of us into a real flap. How does a business go about generating and managing innovation in today's lightning paced world? How do you go about ensuring your business performs at maximum capacity? Here are ten important tips that can create new intelligence for your business. 1. Adapt to New Market Realities Many company leaders tend to get stuck in their traditional thinking mode, not willing to recognize and act upon "obvious" market trends. Try to focus on understanding the changes in your industry and take advantage of opportunities. 2. Set Realistic Business Goals To be competitive and grow, it is important to set achievable targets. Start small, if necessary and set some goals that can be achieved over time, not necessarily by tomorrow at noon! 3. Research "Best Practices" Task an individual in your organization to uncover hidden best practices in your industry. Look for insights, business intelligence - what works, what doesn't. This can often assist in your first step forward. 4. Bureaucracy Buster Take a long, hard look at wasteful processes and procedures. This can often uncover ways to streamline work and reduce overhead. 5. Competitive Response Make an effort to gather intelligence on competitive activity. Be ahead of the pack! 6. Customer Echo and Ideation Survey your existing customers to gather insight, ideas and experiences they felt worked and those they felt did not. Link that input to your business model and corporate strategy. 7. Improve Customer Service Identify opportunities to improve customer service and feed that into your day-to-day operation. Collaborate on breakthrough ideas that will place you in the number one position in the minds of your clients. 8. Marketing Analyze the need to re-think your messaging, slogan and branding. Bring in experts to assist in developing market-savvy tactics on how to best communicate with your potential market. 9. Trends and Insights Gather consumer trends or market trends and use them as stimuli for employee creativity. Your employees can be a wealth of relevant ideation that can be incorporated into your operation. 10. Sales Identify new selling opportunities, explore new markets and improve interaction with clients. Do you require new electronic messaging, better sales material or a revitalized marketing plan? The concept of change and innovation need not throw you into a total flap. Take time to prepare a plan of action you can realistically achieve and set it into action at a pace you can manage. We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Fri, 28 May 2010 12:00:00 CDT http://www.adcomcommunications.com/10-business-strategies-to-drive-innovation/ http://www.adcomcommunications.com/how-to-choose-a-marketing-agency/ http://www.youtube.com/watch?v=eO0SBZoREJA  As a client you need to be listened to. You know more about your business than anybody. Some agencies do not listen before they leap, often thinking they are more savvy than their client. A good agency will listen and work with you - not for you. Bring them on board and make them part of your team. Share experiences and ideas. The results will show. Don't Rely on Guesswork Make sure you have a clear idea of what you are looking for in an agency. If you don't, the new team will be responsible for what they consider to be the best strategy. If you haven't provided some direction you could potentially waste time and money re-thinking your entire approach. Have a Strategy Ad agencies often rely far too much on their design and technical departments. Design something gorgeous and it will work? Not so. Smart, strategic thinking needs to be the catalyst for good creative. It is the heartbeat of all communications and is the discipline that will eventually lead to "the big idea". Beware of the "Pitchers" Most large agencies have new business teams. Their sole purpose is to pitch your business, most often with no intention of any future day-to-day involvement. Once your business is through the door, they simply move on to their next courtship, often leaving you with a "junior" member of their staff. Bigger is Not Always Better Agencies in the true sense of the word are "agents of media". Media, in whatever form, is an agency's conduit to an audience. Make sure your agency respects your media budget. The exercise is not to increase the media budget, but rather to create ideas that sell more products. The right philosophy for any responsible agency should be: Don't outspend the competition - Outsmart them! Value Value Value is more important than price. Having a short-term view of your ROI can damage your business. Do your research and you'll discover the least expensive agency may often have the least talent and resources to offer. Demand Engagement Be sure to choose an agency that is eager to work with you. There is nothing wrong with hearing, "We would really like to earn your business." The account person assigned to your business should have knowledge of your industry and be aware of your competitive situation. You should not have to act as a tutor. We'd love to hear from you.  If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Wed, 02 Jun 2010 12:00:00 CDT http://www.adcomcommunications.com/how-to-choose-a-marketing-agency/ http://www.adcomcommunications.com/how-good-creative-influences-behaviour/ http://www.youtube.com/watch?v=5ayg7qYAVqM It goes without saying that creative is truly in the eyes of the beholder. But whether we prefer green or blue, one font or another, we all agree that creative is only good when it is on-strategy and on-target. Creative is the language of influence and can persuade and ultimately change behaviour. Bad creative doesn't simply mean an ad is unattractive to look at, it can take on numerous qualities. It can simply be seen as cluttered, unfocused or off-strategy. Or it can go to extremes and be rude, offensive, and even racist. Advertising should be original, clever and if well done, thought-provoking. Some ads cross the line from creative to controversial to condemned. Here are some creative ideas that are simply beyond redemption and some that will make your day. When you need an analyst to figure out the message then it just isn't working. (This by the way is a beer ad!)   A picture is truly worth a thousand words. Present product benefits with humour to increase audience enjoyment. Regardless of how worthy the cause, depicting tragic events is simply wrong. We'd love to hear from you. If you have any comments on this topic, please forward them to Janice Johnston at jjohnston@adcomcommunications.com. Tue, 22 Jun 2010 12:00:00 CDT http://www.adcomcommunications.com/how-good-creative-influences-behaviour/