Advertising to Senses

Ever seen an advertisement or TVC that "touched" you?

Think world groups runnning TVC showing malnutritious Africa kids and typical charity ads.
 

These ads are designed to "touch" your conscience.

No. I am not talking about those here.

I am talking about the usual ads and how they "touch" your senses.

Remember seeing a TVC that made you hungry?

 

Or a TVC that made you feel like going on a holiday?
 

Now, this is what I call "Advertising to Senses".
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On Singapore Roads
* Met 6 Road Idiots Since my last Blog.
* Total 1019 Road Idiots Encountered on SG Roads.  
– (Congrats to SGF2894J Champaign Nissan Latio – You are the 1000th Idiot)  
Wish List
* More "Media Free Play" from The Government.
* More Media Associations to represent local media owners.
* All Road Hoggers Dead & All Reckless Bikers Dead.
* For God’s Sake Clean Up Trash On Public Roads, esp AYE.
* Petrol to return to "Normal" Prices.
* No Roadworks during Peak Hours Please!
* Please tell me where can I dine without the presense of PRCs!
* Foreign Talents or Foreign Troublemakers? We shall see.

Some Internet Voices

Spotted on the internet…..
————————————————————————
Responding to PM’s "4 Months Maternity Leave" point, employers and employees are left confused.

In the media industry where more than 68% of the media workforce are mostly females, employers of such companies are in for a shock, employees are worried.

Here are some of the comments heard;

"What? My agency got a total of 46 ladies! Die liao!" – an ad agency boss.

"Er, let’s see, I shall conceive 1 kid in 2008, 1 in 2009, 1 in 2010…etc." – a media executive.

"Stop employing female executives!" – a HR manager.

"I am afraid to get pregnant, it may be the end of my career." – a creative director.

"Now the account servicing people are all guys, like that no motivation to advertise." – an advertiser.

"Imagine getting a male to design the ad copy for sanitary pad, make sense?" – an art director.

"In a Male-Dominated Media Industry, the advertisers can only be gay." – a media planner.

"We may close our Singapore Office and shift our operation to Malaysia Boleh land!" – a MD of an international media agency.

"Now we can create more female-related magazines. Females will be unemployed and will have time to read magazines" – a publisher.

"I used to have a crush with a female colleague, now I have to crash with a male colleague." – a photographer.

"Birth rate will fall further. Single Male executives are finding it hard to find a partner, no more female executives in offices" – unknown. 
————————————————————————
One problem solved, many problems to come.

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On Singapore Roads
* Met 5 Road Idiots Since my last Blog.
* Total 1013 Road Idiots Encountered on SG Roads.  
– (Congrats to SGF2894J Champaign Nissan Latio – You are the 1000th Idiot)  
Wish List
* More "Media Free Play" from The Government.
* More Media Associations to represent local media owners.
* All Road Hoggers Dead & All Reckless Bikers Dead.
* For God’s Sake Clean Up Trash On Public Roads, esp AYE.
* Petrol to return to "Normal" Prices.
* No Roadworks during Peak Hours Please!
* Please tell me where can I dine without the presense of PRCs!
* Foreign Talents or Foreign Troublemakers? We shall see.

Overheard At A Coffeeshop Table

 

Following the speech by our Prime Minister, Mr. HL Lee…….

At a Coffee Shop somewhere in the west of Singapore. Two men dressed in shirt & tie were chatting over coffee in a mixed English-Hokkien fashion, they both looked like businessmen to me. I sat on the table right next to them as that was the only table available. While enjoying my coffee fix, I heard a part of the conversation
(as usual, i activated my voice recorder);

Man1 : You heard about it? 4 months maternity leave for female now! Wah Jia lat!
Man2 : Ya lor, he already say on TV that day mah. Bo bian, he say only, but we suffer.
Man1 : Like that who dares to employ female staff? It will cause another problem for the economy you know?
Man2 : Like?
Man1 : Unemployment Rate will shoot up! 4 months maternity is a killer for companies you know? Siao ah!
Man2 : How leh?
Man1 : Ok, imagine 1 female staff, her pay is about $2500, with CPF added in is about $3325 per female staff.
Man1 : Then if this female staff goes on 4 months maternity, it will be $3335 x 4 months, that works out to $13300 per female staff!
Man2 : Wah Jia Lat! You count like dat very scary, imagine $13300 down the drain.
Man1 : Ya! And by making it so "attractive" females will want to give birth more often. Since they are getting 12 months salary for working only 8 months!
Man2 : I see your point. Wah lau! If the female staff decide to have 3 children, 1 per year then we all die liao!!!
Man1 : Ya lah! You see, 4 months maternity per child, if the female staff have 1 child per year for consecutively 3 years, that means she work 2 years get 3 years salary!!! (4 months per child x 3 child = 12 months maternity over 3 years period) That means potentially we lost $39900 per female staff sia!!!!! KNN!
Man2 : Wah, let me count, I got 10 female staff, if they all go give birth consecutively for 3 years each… I will lost $399000!!!!! I can fucking buy many things with that money!!!!! Think I will stop employing female staff from now on. I better tell my HR ASAP.
Man1 : Ya! I already told my HR to stop employing female staff. But have to be subtle, if not surely will get complained for discrimination.
Man2 : Ya ya, be careful. Sighz, I pity the females sia….
Man1 : Oh, by the way you remember what Lee’s dad once said?
Man2 : Ya lah. "2’s Enough".
Both : Hahahahahahahaahahahaahahaaha……

After I left the coffee shop, something in their conversation make sense. Singapore is having problem right now as the number of babies is not sufficient to "replace" the existing population. If this trend continues, the whole island will be filled with foreign talents already. If that happens, I’d rather let the foreign talents have my place and I will migrate away to somewhere more peaceful, away from the ERP, COE, Taxes, Levies and Fees every corner you turn in Singapore. But shortage of people is something money cannot really solved. In the first place why people are not inclined to have more babies? In a stressful economy like Singapore, money is number one, family is number two, who can we blame?

Time is better spent making money than making babies.

4 Months Maternity is not making any business sense. If what the 2 businessmen had speculated comes true, more social problem will arise.

For me, I will try to make sure I employ more males from now on.

It’s not discrimination.

It’s survival.
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On Singapore Roads
* Met 0 Road Idiots Since my last Blog.
* Total 1008 Road Idiots Encountered on SG Roads.  
– (Congrats to SGF2894J Champaign Nissan Latio – You are the 1000th Idiot)  
Wish List
* More "Media Free Play" from The Government.
* More Media Associations to represent local media owners.
* All Road Hoggers Dead.
* All Reckless Bikers Dead.
* For God’s Sake Clean Up Trash On Public Roads, esp AYE.
* Petrol Companies are Profiteering yet Authorities Don’t Care.
* No Roadworks during Peak Hours Please!
* Please tell me where can I dine without the presense of PRCs!
* Foreign Talents or Foreign Troublemakers? We shall see.

Marketing to Marketeers

 

Someone asked me what is the most challenging consumer category to advertise to?

My reply : "Marketeers".
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On Singapore Roads
* Met 6 Road Idiots Since my last Blog.
* Total 1008 Road Idiots Encountered on SG Roads.  
– (Congrats to SGF2894J Champaign Nissan Latio – You are the 1000th Idiot)  
Wish List
* More "Media Free Play" from The Government.
* More Media Associations to represent local media owners.
* All Road Hoggers Dead.
* All Reckless Bikers Dead.
* For God’s Sake Clean Up Trash On Public Roads, esp AYE.
* Petrol Companies are Profiteering yet Authorities Don’t Care.
* No Roadworks during Peak Hours Please!
* Please tell me where can I dine without the presense of PRCs!
* Foreign Talents or Foreign Troublemakers? We shall see.

Cheap Advertising

I remembered once I was running my own business and I asked myself this question. What is “Cheap Advertising”? During that time (a few years ago), the few things that came to my mind was
1) Word of Mouth Advertising via Live Demo
2) Classified Ads during Weekend Editions
3) Flyers given out at the right place and event
4) Online Forums postings.I may be hitting 50% of my targeted customers from what I had done above. At the later stage, I even took to advertising on related magazines.
And after I had spent thousands of dollars then I realised all the money I had spent had gone down the drain. With capital depleting faster (Due to advertisements) than my material costs, I wind up the business and learnt a very expensive lesson.

Advertise within your means and pick the right media. Not every media works for your products/services.

____________________________________________________
On Singapore Roads
* Met 5 Road Idiots Since my last Blog.
* Total 1002 Road Idiots Encountered on SG Roads.  
– (Congrats to SGF2894J Champaign Nissan Latio – You are the 1000th Idiot)  
Wish List
* More “Media Free Play” from The Government.
* More Media Associations to represent local media owners.
* All Road Hoggers Dead.
* All Reckless Bikers Dead.
* For God’s Sake Clean Up Trash On Public Roads, esp AYE.
* Petrol Companies are Profiteering yet Authorities Don’t Care.
* No Roadworks during Peak Hours Please!
* Please tell me where can I dine without the presense of PRCs!
* Foreign Talents or Foreign Troublemakers? We shall see.

Queensway Shopping Centre

 

Days ago, I posted an article which I found on the internet about the Outdoor Video Wall at Queensway Shopping Centre.

A reader of this Blog, Leon (http://lesleon.spaces.live.com/) sent in this picture below. (Thanks Bro!)

Now this picture is taken from an angle which is near to the junction. But this video wall was constructed to face the vehicles coming from the IKEA side, and from the Jln Bukit Merah side (Which are higher in traffic count) so from the picture, you will understand why the video wall was 70% blocked by trees if you are at the junction coming from where I mentioned earlier.

So who is stupid?

The Landlord? The MCST? The Media Agent? The Ad Agency Who Bought the Ads? The Client?

Go Figure. 

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On Singapore Roads
* Met 4 Road Idiots Since my last Blog.
* Total 997 Road Idiots Encountered on SG Roads.    
Wish List
* More "Media Free Play" from The Government.
* More Media Associations to represent local media owners.
* All Road Hoggers Dead.
* All Reckless Bikers Dead.
* For God’s Sake Clean Up Trash On Public Roads, esp AYE.
* Petrol Companies are Profiteering yet Authorities Don’t Care.
* No Roadworks during Peak Hours Please!
* Please tell me where can I dine without the presense of PRCs!
* Foreign Talents or Foreign Troublemakers? We shall see.

Big Mouth Advertiser

 

Media Rates are sensitive.

There were once a"Big Mouth Advertiser" who almost caused a big fight among a few media owners.

This advertiser was famous in the industry…………

For a Full Page Full Color Advertisement space…..
             
Magazine A : Our full page full colour rate after discount is $3,200.
Advertiser : You give me a good price I take a few more insertions.
Magazine A : Sure, You take 06 issues I can reduce it to $3,000.
Advertiser : I let you know again."

Next day…..

Magazine B : Our full page full colour rate is $3,600
Advertiser : What? No way, Magazine A is giving me only $3,000.
Magazine B : Really? Tell U what, u take 6 issues I give you $2,800 and I throw in an advertorial.
Advertiser : I get back to you.

Next day…….

Magazine C : Our full page full colour rate is now at only $3,400
Advertiser : Too expensive, Magazine B is giving me only $2,800 and they even gave me a free advertorial.
Magazine C : Wow? Tell U what, u take 6 issues I give you same cost at $2,800 and I throw in an advertorial plus a promotion page plus a product feature for you.
Advertiser : Now that is something, I get back to you soon.

Next day……..

Magazine D : Our full page full colour rate is $3,000
Advertiser : Magazine C is giving me only $2,800 & they throw in an advertorial plus a promotion page plus a product feature for me free.
Magazine D : Really? Tell U what, I match whatever they are offering you plus 5 more advertorial, 5 more promotion page and a product feature in every issue you advertise.
Advertiser : Very attractive. You lower to $2,500 per page now with the freebies I sign with you NOW.
Magazine D : OK lah, I write the contract now.

Here above, we saw a marketing person trying too hard to get a good deal for their advertising dollars. During the process, Magazine A, Magazine B & Magazine C were all offended by this advertiser’s "hard-up" attitude. Further to that, this advertiser actually reveals what was proposed by competitors, the rates and freebies…etc. What this advertiser failed to see is, the credibility of the magazine, how well the magazine is circulated, how many unsold copies every month, editorial content and integrity, advertiser mix, targetted audience and relevance.

Magazine A, B C & D are actually automotive magazines (I used to worked in B), and the advertiser is a Car Distributor for a "High End Japanese Made Car". 

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On Singapore Roads
* Met 7 Road Idiots Since my last Blog.
* Total 993 Road Idiots Encountered on SG Roads.    
Wish List
* More "Media Free Play" from The Government.
* More Media Associations to represent local media owners.
* All Road Hoggers Dead.
* All Reckless Bikers Dead.
* For God’s Sake Clean Up Trash On Public Roads, esp AYE.
* Petrol Companies are Profiteering yet Authorities Don’t Care.
* No Roadworks during Peak Hours Please!
* Please tell me where can I dine without the presense of PRCs!
* Foreign Talents or Foreign Troublemakers? We shall see.

Ridiculous Advertiser

My accounts alerted me that got an advertiser had not paid their fees for about 2 months already.

Curious, I called the client………………

Me : Hi, this is Jaded from XX.
Client : Yes. How can I help you.
Me : I am calling you because my accounts told me you had not paid your fees.
Client : Yes. Because your company’s service is bad.
Me : Bad Service? In what sense?
Client : Because my advertisement did not bring me any new business!
Me : Ahem. You are saying we did not provide a good service just because you never get new businesses from your advertisement?
Client : Yes. The advertisement went up for 2 months already, but nothing generated from there. This is bad service.
Me : Is this the first time U advertise at this site?
Client : Yes.
Me : You advertise a branding advertisement and you blaming the ad not bringing you new business?

Client : Yes.
Me : An you are now blamming us for "Bad service" and you are not paying the fees?
Client : Yes.
Me : You are mad. In that case, please wait for my legal letter.
Client : Wait ! Wait! wait! waaaaaiit…………

I hung up the phone. I can’t take it anymore, my toes are laughing. What an idiot. Advertise for 2 months and expect immediate results from a "Branding Advertisment".

Can someone pass her the contact to the Marketing Institute?

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On Singapore Roads
* Met 6 Road Idiots Since my last Blog.
* Total 986 Road Idiots Encountered on SG Roads.    
Wish List
* More "Media Free Play" from The Government.
* More Media Associations to represent local media owners.
* All Road Hoggers Dead.
* All Reckless Bikers Dead.
* For God’s Sake Clean Up Trash On Public Roads, esp AYE.
* Petrol Companies are Profiteering yet Authorities Don’t Care.
* No Roadworks during Peak Hours Please!
* Please tell me where can I dine without the presense of PRCs!
* Foreign Talents or Foreign Troublemakers? We shall see.

Advertisers Who Stir…

We have seen this too many times. It happens.

Advertiser : Can U give me 20% Discount on the media rate?
Ad Sales 1 : No, I can only give you 15% as stated on the rate card. Company Policy.
Advertiser : Cannot be lah, surely can one.
Ad Sales 1 : Really cannot lah.
Advertiser : You lousy sales, try convincing your manager.
Ad Sales 1 : I am the manager.

After 2 weeks….

Ad Sales 2 : I have taken over your account from my manager.
Advertiser : OK Good. So what price are you going to give me?
Ad Sales 2 : I can give you a 15% Discount off the the media rate.
Advertiser : 15%? Your manager promised me 20%.
Ad Sales 2 : Impossible, we had never given any discount more than 15%.
Advertiser : But he DID promised me a 20% Discount.
Ad Sales 2 : May I call him to clarify this now?
Advertiser : Forget it. He will deny it.

Back in the office….

Ad Sales 2 : That client claimed you promised them 20% Discount off the media rate.
Ad Sales 1 : Nope. I insisted that we can only give 15%.
Ad Sales 2 : But the client really say you promised them 20%.
Ad Sales 1 : I really didn’t. Are you thinking that I sabotage you?
Ad Sales 2 : How would I know? You were asked to give me this account.
Ad Sales 1 : Dun be silly.
Ad Sales 2 : You saying I am silly?

………………………..

If you come across such advertiser, both Ad Sales 1 & Ad Sales 2 MUST appear together in front of the client to clarify.

 

The client will eat the words. 

____________________________________________________
On Singapore Roads
* Met 7 Road Idiots Since my last Blog.
* Total 980 Road Idiots Encountered on SG Roads.    
Wish List
* More "Media Free Play" from The Government.
* More Media Associations to represent local media owners.
* All Road Hoggers Dead.
* All Reckless Bikers Dead.
* For God’s Sake Clean Up Trash On Public Roads, esp AYE.
* Petrol Companies are Profiteering yet Authorities Don’t Care.
* No Roadworks during Peak Hours Please!
* Please tell me where can I dine without the presense of PRCs!
* Foreign Talents or Foreign Troublemakers? We shall see.

Advertiser Rivals – Either One Win, We Still Win

A magazine ad sales went to see a client…….

Ad Sales : This page is really good for your brand, premium position.
Client : No lah, too expensive.
Ad Sales : I can give you discount if you really interested.
Client : No.

One Month Later…..

Client : Why you let my competitor advertise on this position?
Ad Sales : I got recommend this page to you last month.
Client : But why U let my competitor take this page?
Ad Sales : You told me too expensive so I let it out to other advertiser.
Client : You are not answering me. Why U let my competitor advertise on that page!?
Ad Saled : U dun want that page, but I still have to do business mah…
Client : I dun care, why you let my competitor advertise there! Why? Why? why? why? ……

The above example is about a brand feeling sore after a rival brand took up an ad space on a magazine that it rejected in the first place.

Well, the media owner still gets the ad dollar right?

Let the brands wack each other silly.

Life Goes On for the Advertising Guy.

Either Brand Wins, We (Media Owners) Still Win.

____________________________________________________
On Singapore Roads
* Met 4 Road Idiots Since my last Blog.
* Total 977 Road Idiots Encountered on SG Roads.    
Wish List
* More "Media Free Play" from The Government.
* More Media Associations to represent local media owners.
* All Road Hoggers Dead.
* All Reckless Bikers Dead.
* For God’s Sake Clean Up Trash On Public Roads, esp AYE.
* Petrol Companies are Profiteering yet Authorities Don’t Care.
* No Roadworks during Peak Hours Please!
* Please tell me where can I dine without the presense of PRCs!
* Foreign Talents or Foreign Troublemakers? We shall see.