Balloon Advertising

Summary: The bar code, invented 60 years ago by Joseph Woodland and Bernard Silver, currently is all the rage in marketing. Thanks to their first patent filed Oct. 20, 1949 under “Classifying Apparatus and Method,” retailers can speak a novel language to customers.

Microsoft’s Tag bar code is the version Jones Apparel employs in their fall Rachel Roy campaign. Consumers can hear model Jessica Stam chatting up her fashion involvement via mobile-activated hang tags through an online video.

According to Stacy Lastrina, CMO for Jones Apparel, it will include “fashion tips, product information, and the back story on the line’s creation.”

The Gap already is a scan ahead, using the bar code in a direct mailer for their Gap 1969 Premium Jeans.

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Summary: Sometimes we let fear get to us and lose sight of one simple fact: As long as clients need to convince consumers to purchase their products and services, the ad industry will never disappear. Clients need creativity and are willing to pay if you can help them accomplish their goals.

From time to time a new technology comes along that convinces clients they don’t need your creativity anymore, so they cut back or let us go entirely. It’s a cycle that has happened time and time again, from the first shopkeeper who put up a painted sign to attract more business to the latest application of Facebook.

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Summary: Before delving into the main portion of this article, I’d first like to clearly define what I mean by the term “great.”

In the sense of advertising, it refers to an ad or campaign that transcends time and trends. It describes a truly creative and inspiring idea that has enough emotional, logical, or persuasive rhetoric to consistently move large portions of consumers to act. Simply put, it has zing.

What can great marketing campaigns achieve for a brand?

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