All posts by Geri Konstantin

Lines Begin to Blur Between Smartphones and Tablets

As tablets get smaller and smartphones get larger, the lines start to blur. New offerings in the field of mobile devices are starting to have me wonder what is considered a tablet and what a smartphone. Phones are approaching the size of tablets. Tablets have shrunk to the size of large phones.

A new word is emerging – the “phablet.” And the new offerings at the Mobile World Congress 2013 give us just an inkling of what is on the horizon. Just have a look at some of these new products shown in Barcelona this week.

So what can we derive from this? Mobile devices are the wave of the future. And we need to start thinking of how we can market products and services effectively and creatively through these new types of devices. From what I see this is the direction of the industry. So get prepared…

– Geri Konstantin

Konstantin working on New Series of Advertising Writing eBooks

Geri Konstantin is working on a new series of ebooks on writing advertising, the first of which is scheduled to come out in the next month through Amazon. The books will address different aspects of copywriting including conceptual development, wordsmithing and utilizing phrasing that can increase the effectiveness of ads.

Writing for a variety of media will be discussed including the challenges presented with new media. Online advertising will be looked at in building a consistent brand image throughout media. How to address customer comments and negative reviews will be addressed as well.

The Kindle version of the book will be offered for free for the first week. The date when the first book will be available for download will be on this site, so stay tuned…

Negative Advertising: Solid Strategy or Sour Grapes?

This has been a very busy season for political campaign advertising , and a nasty one at that. So I felt on this election day I would talk about negative advertising.

Political advertising is similar to any other advertising in that each candidate basically becomes the brand. So when you think of it in those terms then it makes it easier to track what effects perception of candidates.

Let’s look at the current Presidential race:

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“Hunger Games”: A Sociological look at Consumer Behavior

I watched the movie “Hunger Games” the other night. What an awesome movie. What I found most awesome is how today’s consumer behavior is expressed through this movie.

To me “Hunger Games” is the sequel to George Orwell’s “1984”, where” Big Brother” was watching. Now “Big Brother” is in control and reality shows have consumed the public and how they are led to perceive real life.

“Hunger Games” parallels today’s American culture in that there is a rich class and a poor class. There is not much of a middle class in this flick, although I am sure some will argue me on this point. Yet the rich control the masses — hence doesn’t that prove my point…?

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Truth in Advertising and Why it Does Not Apply to Political Advertising.

Double standards are everywhere (unfortunately). And most evident is the blatant lack of truth in political advertising. A lack of truth that basically goes unquestioned and uncontested.

Ironic, isn’t it. The Advertising industry for DECADES has made a point of ethics and truth in advertising. Basically advertising is self-governed and industry professionals are trained in what you can and cannot do, and are held to a high level of ethics. There are commissions and boards set up in this country to govern truth in advertising. Claims have to be documented. Standards have to be upheld. There are additional regulations for various industries including food, automobiles, real estate and lawyer advertising, for example, that vary from state to state. Some states even have big fines for violating the rules, but when it comes to political advertising nothing — absolutely nothing is deemed wrong…!

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Product Placement – A Growing Way to Maximize Marketing Dollars

Product placement is nothing new. It has always been a solid way of promoting a product to a specific target audience. And with the growth of the number and scope of TV programming and the amount of channels and movies produced annually, a strategically designed product placement can get more bang for the buck than many traditional advertising media buys.

The winners in my opinion are Coca-Cola on American Idol (although they seem to have lost some strength as the Coke red cups sit visibly and somewhat unnaturally on the judge’s table, yet are not used or touched much by the judges.)

Chevrolet, GMC and Ford deserve praise in this respect too, as they have very successfully positioned their products in a variety of TV shows where they get great brand recognitions.

Can you think of others? Comments welcomed.

– Geri Konstantin

Cross-Promotion: A key to Marketing Success in Today’s Rapidly Changing Business Climate

With an economic climate that has not been friendly to advertising budgets, Cross-Promotion has been increasing as a cost-effective means of advertising several products to a broad market base.

ABC gets my vote on the effective use of cross-promotion. Good Morning America (GMA) is replete with cross-promotions with other ABC programming, with other products, celebrities, TV shows and events.

It seems apparent to me they are going after the 18-35 market, using a lot of pop culture content that appeals to this market segment. They also seem to entice the baby boomers as well with guest appearances from bands and celebrities to which boomers can relate.

Cross-promotion is a cost-effective and necessary part of today’s challenging marketplace. The more a TV show or personality is out there and talked about, the stronger the brand/name recognition and the more likely viewers are likely to retain or gain interest, and remember/look forward to seeing future related offerings…

– Geri Konstantin