Brennan's Gifts and Home Decor

Written by Clarice Powers

Looking for individuals to visit our online store and perhaps requestrepparttar information we have for Wholesale Job Opportunities. Our products are of quality and are only chosen for such. We offer nothing in

Thinking Creatively

Written by Harry Hoover

Three seconds. Thatís what you have to convey your message. Creativity isrepparttar strategic weapon that allows us to capture those few precious moments of attention from busy consumers in our increasingly competitive, time-crunched environment. Letís examine our audience for a moment. Who are todayís consumers? What are they thinking? What matters to them today, or tomorrow? What will motivate them? Compel them? Focus groups tell us that time is a precious, yet dwindling resource. Attention spans seem to be dwindling, as well. Consider:repparttar 100973 average TV spot inrepparttar 100974 past 30 years has fallen from 60 seconds to 30 seconds. Today we produce 15 and 10-second spots. Five-second and three-second spots are now being considered. And not just for economic reasons. Many forces condition people. They are surrounded by competing messages, special effects, quick cuts, pop-up videos. This environment requires extra effort on our part to get people to read beyond a headline. In writing and designing an outdoor billboard we have to communicate clearly and creatively in three seconds. Anything more and you lose their attention. The same now is true of print ads. In this neon, strobe-laced, fast-cut, quick-dissolve, sound-bite world, we bore easily. We should not totally surrender to these trends but instead look atrepparttar 100975 yearnings they reveal: a desire for simplicity, efficiency, truth, quality of presentation. Everyday in our business we deal with commodity products. Me too versusrepparttar 100976 very few unique. Andrepparttar 100977 unique products inrepparttar 100978 consumerís mind are few and far between. More products than ever are becoming commodities. So, when we design and write marketing communication material we must recognize a very fundamental fact: we are interrupting someoneís day. The fact that they chose to read, hear or view our message places a great responsibility on us to present this work as best we can. Allrepparttar 100979 elements must contribute to a single point. A single reason for being there. Add something and it is excess baggage. Take something away and itís thin soup. The balance is critical. Competition for that shorter attention span is increasing, too. Today, advertisers are competing forrepparttar 100980 consumerís time with an increasing number of non-media related activities. Segmentation to special interests is exploding. Not because suddenly people have lots of free time to pursue other interests. Itís becauserepparttar 100981 tools and delivery systems exist to create and produce publications Ė online and offline Ė faster than ever. There are magazines and websites on every conceivable subject and more coming. Digital TV advancements provide six-channels-to-one over current systems. Competition for your customer is increasing. The choices will continue to expand. And people will increasingly filter out that which doesnít meet their needs. Itís not just about meeting these challenges. Itís about anticipating them, too. As you institute changes that help you remain competitive today ask: where willrepparttar 100982 consumers be one year from now, three years from now. Anticipaterepparttar 100983 market onrepparttar 100984 best model you can find then add your imagination, excitement and personality. And, we canít underestimate todayís consumers and readers. They are smart and you must not fall prey to communicating torepparttar 100985 lowest common denominator. Our consumers demand creativity, and ultimately they are who we work for.

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