Nevertheless, marketers and ad agencies act as if all you need is a
clever idea, some consumer research and a snappy PowerPoint
presentation. Make no mistake; publishing is a skill that talented
professionals devote their entire careers to and shouldn’t be taken
It is not a buzzword, but a craft to be practiced and honed. It’s
unrealistic, not to mention foolish, to treat it any other way.
Moreover, in the new paradigm of paid, owned and earned media,
marketers are finding that publishing is not an option, but an
imperative and are devoting significant resources to it. Here’s some
guidance on how to do it right.
In a 30 second TV spot, you need to catch the consumer’s attention
quickly or not at all. There’s an enormous amount of clutter, so what
doesn’t cut through fades into the background. Marketers have learned
that in order to make an impact they have to be different, to stand out
from the crowd.