PAU in action

Sunday, 21 September 2003

Getting ready for the Next Round ......
Mood:

rushed
1. Read 12 Advertising Mistakes to get smarter. Common sense but good reminders on some pitfalls to avoid. E.g. Are we confusing response with results?

2. Entrepreneur.com is a great online magazine tipping on everything from TV ad to online campaigning and result tracking.

3. Marketing Issues, a great site with links to design, copywriting, freelancing, media, research, creativity, PR and tradeshows. Not only information but also contacts of experts and service professionals who can help for free or on hire.

4. Free Online Self-learned Development Module teaches everything about Marketing, Image Building PR and Customer Service. A must read resource for every practitioner.

5. Add Pro offers free URL submissions to 20 search engines to promote your product/organisation on the web.

6. The British Social Science Information Gateway is a serious academic resource on Marketing & Advertising. The Academy of Marketing Science also publishes an online publication AMS Review which has many journal papers in full text.

7. If you are promoting a public cause (Education?), Social Marketing may be the way forward. Look at some of the successful cases here.

Posted by blog/axwong at 2:54 AM JST
Updated: Sunday, 21 September 2003 10:53 PM JST
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Sunday, 21 September 2003 - 11:39 PM JST

Name: Alex Wong

Is this going to be a monologue or soliloquy? Do we just sit back and go on doing things the same way and wait for a godsend? The big boggey is prowling and howling. Will we be lucky again or just uncanny enough to sail out of the storm unscathed?

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Monday, 22 September 2003 - 11:52 AM JST

Name: Susanna

If "creating ads instead of campaigns" is a "mistake", then I think this is one point we need to think about harder. Do we really need to spell out "distance learning", "recognition", "open entry", "credit system" and "financial assistance" in EVERY ad? Do we need to list out all courses and all programmes? Do we need to print out every detail of how to register?

Have we really persuaded the readers of the benefits of studying OU? Which part of the story can they get?

What are the functions of our print ads, are they just another version of the prospectus printed in Apple Daily and ODN?

If the celebrity endorsement idea can become a reality, may this be a small breakthrough to transform ad series to a campaign?

We will be talking about one feature "recognition". Can we answer the need for truly recognized qualifications among so many offered by various new and old market players?

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Monday, 22 September 2003 - 3:09 PM JST

Name: alex

Got to think of a benign way to fend off demands from Schools and Registry to turn ads into notices. It takes great pains to convince them that more is not better and one must learn to drop details for a focus.

Unfortunately many institutions including ours are still obsessed with the idea of stuffing readers with everything they think these people need to know.

Reasoning is simple enough. But will not get across to pig heads so easily. In fact our real challenge is how to come to terms with this forces and strike a balance and compromise. Any suggestions from the market experts on how to change hearts and minds?

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