But What Was The Name Of The Book?

One morning last week I saw this book promotion.

And at first blush I really admired it creatively, though I didn't make me click over to an online bookseller.  I was still looking at the last screen thinking about the effort when the phone rang and I needed to look up something on line and one link led to another and then i walked Winka. And then I worked on my next novel. And that night when I thought about posting about the  cool book promo I saw but I couldn't remember the name of the book or the author's name. I remembered magic markers on the fridge and the stove.

And that was that.

But a few minutes ago Ron Page wrote me with a link to that same promotion.

A lesson we learned in ad land was the goal of good marketing is to tie the creativity to the product so that they become one and the same. Brilliant creative with no name recognition won't help sell books. Dumb blunt borning creative, reapeating the name of the book 100 times on a blackboard acutally would work better.

Comments

[Jim Winter]

That was cute, but yeah, I forgot the name two frames after it last showed up.

Shouldn't advertising throw it out in the first or second name then repeat it at selected intervals?

[MJ]

Good point. Usually yes, but you don't have to throw it out there that fast if the ad is right. Think the great Apple commercial parodying 1984. All you got was a logo at the end. But it was so damn amazing it worked. In this case - there was no reason to hold it to the end.

[Katharine Weber]

This is so important. There are numerous instances of commercials we all loved, but....what was the product?

And then I think about watching Upstairs, Downstairs on Masterpiece Theater what, thirty years ago?, and hearing that mellifluous British announcer voice at the end saying that Mobil was the sponsor. The voice and the graphic are still in my brain, after how many years? And what's more, I am still loyal to Mobil.

[Zmajrux]

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[Zmajrux]

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[Zmajrux]

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[geile]

http://www.geilestars.com/