BF Message

by Philip Yaffe

“I know that half the money I spend on advertising is wasted. The problem is, I don’t know which half.”

This succinct resume of the advertiser’s dilemma is often attributed to John Wanamaker, the department store pioneer. Some people prefer to give the credit to Henry Ford, the automobile pioneer, or other favorite business giants. Whoever said it first, it is certain that it has been said thousand and thousand of times since.

The significance of the observation is nothing short of astounding. These are people whose business is investing and harvesting financial assets, yet when it comes to advertising, they freely admit to wasting at least half of their money!

But the observation can be turned on its head. Viewed from this perspective, it means that these same extremely clever and resourceful marketers believe that the power of advertising is so great, even at only 50% effectiveness they still get their money’s worth. This is equally astounding!

The value of advertising can most easily be seen with mass marketed products. For example, a breakfast cereal launches a major advertising campaign; within a few days to weeks the sales figures will reflect the impact of the campaign. With technical and industrial products, the picture is not quite so clear. Few people buy a car or a piece of industrial equipment on impulse. They build up to it over a long period of time, so that the cause-and-effect relationship between advertising and sales is virtually impossible to evaluate.

Nevertheless, advertising is indispensable. So the question is, can you construct advertising campaigns that will assure the best return on investment (ROI), even when that return cannot be directly measured?

The answer is both yes and no. It is “no” if you believe that advertising by nature is more of an art than a science. It is “yes” if you believe that advertising is a combination of both art and science.

It is certainly true that advertising has a major “art” component, i.e. that people who have a “feel” for it are likely to produce better, more effective advertising than people who don’t. Unfortunately, this verity has led to the false conclusion that advertising is predominantly art, i.e. a matter of taste.

When advertising is viewed as largely a question of personal preference, the rational component of the exercise takes second importance. Worse, it often degenerates into a kind of pseudoscience of rules and regulations with no scientific justification:

– Be positive: no one likes negative advertising

– Avoid simple, straightforward headlines; headlines should “tease” readers into the advert

– Use big, bold visuals; people are impressed by pictures

– Show the solution, not the problem: this is reassuring to potential buyers

– Never write more than 15 – 20 words of body copy; no one reads body copy anyhow

– Make payoff lines (slogans) clever and memorable, not explicit and to the point

The summation seems to be: Advertising is entertainment. If you can attract attention and give a show, then you will sell.

One writer on the subject bluntly stated: “Advertising consists of first hitting people in the face with a pie, then delivering your message.” It is of course true that you must attract attention before you can deliver your message. But just how seriously is anyone like to take your message while he is wiping whipped cream off his face?

Advertising may have elements of show business. But if it is only show business, it will fail. On the other hand, if we are more detached in our analysis — i.e. if we put the art of advertising and the science of advertising into better balance — we many learn some valuable lesions. And gain some valuable commercial leverage.

I have done considerably work in pharmaceutical marketing. Doctors are perhaps the most difficult targets in the world, because what you “sell” them is ideas and information, which later on they may or may not turn into prescriptions for their patients. Thus, while the following examples relate specifically to doctors and medicines, the underlying principles are universally valid. Throughout this article, wherever you see the word “doctor”, mentally substitute the name of your potential technical and/or industrial customer and see how well these ideas fit.

Facing the Facts

David Ogilvy, one of the most highly regarded gurus of consumer advertising, asserts: “Very few advertisements contain enough factual information to sell the product. There is a ludicrous tradition among copywriters that consumers aren’t interested in facts. Northing could be farther from the truth.”

If this contention is valid for housewives, how much more valid must it be for doctors!

Medicine is a serious business. When a doctor reads a medical journal, he is looking for medical information. Otherwise, he would be reading something else. It therefore follows: Advertising in medical journals that gives real medical information is likely to attract more attention and achieve better results than advertising which doesn’t.

If this seems self-evident, medical journals bear witness to the opposite. The majority of adverts tend to fall into two categories:

1. Lots of words, but little real information (lack of a focused message).

2. A clever headline, a pleasing picture—and no information at all.

The excuse for the first kind of advert is often: “It is a new product; we need to create a personality for it.” It is hard to imagine how an empty personality, based solely on errant prose, will result in positive promotion.

The excuse for the second category of adverts often is: “It is a well known product; this is simply a reminder advert.” Certainly it makes sense to remind the doctor that a medicine exists. But it makes even more sense to remind him of why he is using it, if he is already using it. Or why he should be using it, if he isn’t.

The 80/20 Rule

The objection will now be raised: Doesn’t this “art + science” concept of advertising necessitate long body copy? Does it make sense to write long body copy when no one reads it anyhow?

Let’s examine this contention in reverse order.

For every 100 doctors who read the headline and look at the visual of an advert, let’s say only 20 will actually read the body. Does this represent an 80% wastage? Emphatically no.

The 80/20 rule is a fundamental tenet of technical and industrial marketing, i.e. in general 80% of sales come from 20% of customers. The same principle applies to advertising.

Readers who just look at the headline and visual, then turn the page, at that moment are not the real customers for the product. Those who remain to read the body copy are the real customers for the product. This is the ideal moment to tell them bout it, because this is when they want to know about it. Otherwise, they too are likely to turn the page and an excellent selling opportunity will be lost.

Body is important, in fact vital, because it is your only real chance to make the sale. But how long should that body copy be?

This is like asking how long is a piece of string. You don’t answer this question by counting the number of words. Rather, you consider the value of the words. The best guide is: If the body copy contains one word more than needed to deliver the message, it is probably too long; if it contains one word less than need to deliver the message, it is definitely too short, regardless of how many words are used!

Of course, it makes no sense to simply print the prescribing information. As Bill Bernbach, a legendary practitioner of consumer advertising, has written: “Be certain that your advertisement says something to the consumer; that it informs and renders a service. Then be certain that it says what it has to say in a way no one has ever said it before.”

Notice the balance in this advice.

First: “Be certain that your advertisement says something to the consumer.” This is advertising as a science. Determining what you want to say about your product and what you ought to say about it are two different things. This is why most good advertising starts with market research. And never lets anything go to press before it has been thoroughly tested.

Second: “Be certain that your advertisement says what it has to say in a way that no one has ever said it before.” This is advertising as an art.

How the advert expresses its message, both visually and verbally, can vary dramatically depending on who is saying it. The total impact the advert will achieve intimately depends on the talents of the art director and the copywriter, the so-called “creates” of the business.

The Use and Abuse of Creativity

Introducing the copywriter and art director into the discussion raises the vexing question of creativity in advertising.

“Creativity” is probably one of the most abused and misused words in English or any other language. As we have seen, some people think it means hitting people in the face with a pie. We have also seen the dangers of this approach. Surprising and shocking people in order to gain their attention can:

– Undermine the credibility of the serious message you are trying to deliver.

– Lead to rapid advertising “wear-out”. You can surprise and shock people only once; after that, you are likely to have no effect. Worse, you may have a negative effect!

Stripped of mythology, saying what you have to say in a way that it has never before been said simply means: Putting forward the essentials of the message in such a way that they cannot be ignored — on the first exposure and on subsequent exposures.

So much emphasis is placed on attracting attention and conveying a message on the first exposure (“pie in the face”), very little thought seems to be given to what will happen, if anything, on the second, third and subsequent exposures. This is the concept of “wear-out”; after how many exposures does the advert stop having any useful impact?

The concept of wear-out is closely allied to the idea of repetition. Unlike supermarket adverts, adverts for prescription pharmaceuticals seldom appear only once (“Buy now before supplies run out; Special discount prices, stock up now”). Instead, they usually run for at least several months, and often a year or longer.

True, few doctors read the same advert more than once, but they cannot help seeing it more than once. They will certainly see it much more often than they will see the pharmaceutical representative who visits them. Advertising is the most frequent and most consistent point of contact between the doctor and the company.

A truly efficient advert should have impact each and every time it is seen — whether it is read each time or not. This is why the fundamental structure is so important. And why it is well worth spending the time and energy to get it right, i.e. concept development not only for journal adverts, but also for brochures, mailings, oral presentations, symposia, etc.

How do you create advertising with such power and longevity?

In general, any advert that communicates the product name and main sell proposition in a flash should continue to work as long as the underlying strategy remains the same. The assumption is, each exposure — even if it is only as long as it takes to turn the page — reinforces previous impressions of the message in the journals, mailings, etc. Adverts that rely on “teaser” headlines or other indirect approaches are more problematical. It is far more likely that the doctor will perceive this kind of advertising as promotion rather than information, and will turn the page with no reinforcement of the selling message.

Courage and Conviction

A truly effective long-life advert may not always appear smashingly striking at first sight; however, if it is well constructed it will grow and gain strength over time. By contrast, an advert that is extremely striking at first sight — this being its major attribute — may in fact lose power over time. Sometimes overnight.

Developing advertisements that sell on first and subsequent exposures admits of no hard and fast rules. Some times it may mean an extremely factual advert that looks almost like editorial copy; other time it may be an advert with a highly emotional content. It all depends on the nature of the product; the nature of the market, and what ideas, true or false, are already in the doctor’s mind.

There is more to good technical and industrial advertising than meets the eye. Indeed, a superficial analysis is likely to be very misleading, with very expensive consequences. To properly evaluate an advertising campaign, it is necessary to know the underlying strategy and the objectives that strategy is designed to achieve.

By way of example, here are the descriptions of three advertising campaigns I produced when I was creative director of a specialized medical advertising agency. You may not fully understand the products, but look closely at the description of each advert.

1. Product: Vasodilator

Objective: Increase prescriptions by repositioning it as the first product of a new, more effective therapeutic class

Headline: “6 Actions on the Blood and the Vessels to Combat Claudication and its Premonitory Symptoms”

Visual: 6 symbols in the form of a rectangle representing the 6 modes of action

Body copy: factual, moderate length

2. Product: Benzodiazepine

Objective: Stabilize leadership position/market share in an anti-benzodiazepine marketing environment

Headline: “My Conditions for Prescribing an Anxiolytic to My Patients”

Visual: Intelligent, serious-looking general practitioner speaking the headline

Body copy: factual, short

3. Beta-2 mimetic bronchodilator

Objective: Maximize sales potential by overcoming market prejudice to using oral beta-2 mimetics in the treatment of nocturnal asthma

Headline: “Asthma: Night Is the Enemy”

Visual: Artist’s impression of the experience of a night-time asthma attack, painted by an asthmatic artist who actually suffers such attacks.

Body copy: factual; extremely short

At first glance the vasodilator and benzodiazepine adverts might appear uninspired, even banal. They are unlikely to win any awards for advertising “creativity”. On the other hand, the asthma advert is exactly the type that could win a creativity award.

Despite their superficial differences, fundamentally they are quire similar. All three adverts had very high awareness and credibility scores. One of the so-called “banal” adverts was so well received — and had such an impact on sales — that when we proposed a more “imaginative” version, the product manager, originally unconvinced by it, growled: “If you touch my advert, I will break your arm.”

Conclusion: All three adverts were extremely creative in the real sense of the word, because they:

1. Clearly reflected the nature of the product

2. Precisely addressed the needs of the market

3. Elicited the desired response (won prescriptions)

The serious advertiser would do well to bear this functional definition of creativity uppermost in mind.

It takes courage to reject an advertising campaign proposal that is striking, cute, funny, artistic, etc., in favor of one that doesn’t seem to possess these desirable characteristics. A so-called “unimaginative” campaign that clearly responds to the needs of the market and has the innate capacity to grow and develop (i.e. continue generating sales) is considerably more creative, in the true sense of the word, than one that flashes like a meteor, then dissipates its energy and loses impact before it has had a chance to do its job.

Philip Yaffe is a former writer with The Wall Street Journal and international marketing communication consultant. He now teaches courses in persuasive communication in Brussels, Belgium. Because his clients use English as a second or third language, his approach to writing and public speaking is somewhat different from other communication coaches. He is the author of In the “I” of the Storm: the Simple Secrets of Writing & Speaking (Almost) like a Professional, available from the publisher (storypublishers.be) and Amazon (amazon.com). Contact: phil.yaffe@yahoo.com, phil.yaffe@gmail.com

Welcome to the age of the Internet gangster. Gone are the days when young computer nerds sat alone in their rooms figuring out how to break in to their schools’ computer systems to change grades. Also fading into nostalgia are the times when hackers teamed up with small-time hoods to pull off credit-card scams that victimized local banks.

The days of spammers, phishers, and identity thieves, the typical culprits of today’s online crime stories, are upon us. These criminals have created their own syndicates to invade your computers and crack your company’s network security.

Over the past several years, Internet security firms have discovered strong connections to gangs in Eastern Europe that have worldwide reach and operate with seeming impunity. Today’s Internet criminals have extended the turf of what law-enforcement agencies have traditionally called the Mafia. These Internet bad guys have adapted to new modes of crime, turning from numbers and narcotics rackets in the mid-20th century to Internet identity theft and denial-of-service (DOS) attacks.

Today’s Internet hooligans follow a basic business model, according to Andrew Jaquith, senior analyst at the Yankee Group. While the size of the criminal organization might vary, the basic network-crime process involves four levels of expertise.

It starts with (1.) vulnerability checkers. These computer engineers look for entries into corporate networks. Once an opening is located, specialists create custom-written software to maximize the vulnerability. Then (2.) other specialists get into the act to use the compromised systems as a base to locate other vulnerable computers. As a collection of compromised computer systems is established, (3.) other programmers write software to place all the compromised computers under the control of (4.) a master cybercriminal, the fourth actor in the chain.

The result of this strategy is what computer security experts identify as a drastic upsurge in the intensity and caliber of network attacks. Internet crime lords passed a watershed of sorts one year ago, Jaquith said. “It was at that point that viruses, Trojans, and spam started to be linked with monetary payouts,” he said.

Before last year, spam, adware, and spyware antics were relatively innocuous, being little more than an inconvenience to computer users. “But 12 to 18 months ago, the folks that did these things realized that they could generate e-mail spam and martial denial-of-service bots for extortion purposes,” he said.

The term “botnet” is slang for a network of remotely controlled computers that carry out instructions from one or more hackers. The newest viruses circulating on the Internet are able to scan a potential host computer for vulnerabilities, then take over that computer and adapt to its environment, propagating itself by connecting through the Internet to other potential hosts. The more compromised computers there are linked together, the more valuable the botnet becomes.

Given the existence of botnets that consist of thousands of personal and enterprise computers, many Internet security experts are convinced that Internet criminals are developing their own hierarchy, from traditional street runners or soldiers to a cadre of crime captains who report to higher-up dons.

“We hear that botnets are rentable by the hour now,” said Jaquith, who pointed out that botnets have become hot commodities for Internet crime families. “That phenomenon is certainly real,” he said.

To protect yourself, you need an Internet security team of experts making sure that you, your family, and your business computer are always safe and secure. The best protection you can have in today’s rapidly changing world of cyber-attacks is to have expert support for all your Internet security needs that will provide technical support without any hassles and without charging you extra fees. It will become even more critical than it is today as time goes on. You need to find your own personal team of experts to rely on. If you ever have a security problem, you will want to have a trusted expert you can call for professional help, without any hassles and extra costs!

Because cybercriminals are becoming smarter and more sophisticated in their operations, they are real threats to your personal security and privacy. Your money, your computer, your family, and your business are all at risk. These cybercriminals leave you with three choices:

(1) Do nothing and hope their attacks, risks, and threats don’t occur on your computer.

(2) Do research and get training to protect yourself, your family, and your business.

(3) Get professional help to lockdown your system from all their attacks, risks, and threats.

Remember: When you say “No!” to hackers and spyware, everyone wins! When you don’t, we all lose!

The American Cancer Society estimates doctors will diagnose over 1.4 million new cases of cancer in the U.S. in 2007, with more than 559,650 cancer-related deaths. If you are among the majority of cancer patients and survive for at least five years following your diagnosis, you may face another fight: buying life insurance.

Buying life insurance for cancer patients is challenging, but not necessarily impossible. Your chances for securing a policy depend greatly on the type, stage and grade of the cancer, and even on the treatment plan. There is a relationship between the rate you’ll receive and the curability of your cancer. Certain types of skin cancer, for example, are considered very low risk by life insurance companies and a skin cancer history may not even impact premiums.

Applicants with common and treatable forms of breast and prostate cancer may be able to get a “standard” rating under ideal circumstances. But patients with a history of leukemia or colon cancer may fall into a “substandard” or “high substandard” rating at best, or receive declines. Anyone with cancer that has metastasized likely won’t be able to obtain a policy.

Dr. Charles Levy, senior vice president and chief medical director of AIG American General Domestic Life Insurance Cos., says, “We’re better and better able to differentiate the risks of individual cancers.” Life insurers like AIG American General have sophisticated tables to determine premiums, where they can factor in cancer types and treatments. The end result is better premiums because applicants aren’t lumped together as an “average.”

Most insurers will not offer a policy to someone who is still undergoing treatment for cancer. Depending on your type of cancer, the life insurer may also want to add a surcharge, also called a temporary flat extra. For example, AIG American General sometimes charges temporary flat extras for two to five years, depending on the applicant’s cancer and treatment. The good news is that although these extra premiums can be expensive, they will automatically disappear after a set period of time.

Cancer insurance risk specialists

While a dedicated life insurance agent will search cancer insurance companies to find insurers that will sell you a life insurance policy, in some cases you may be better off seeking out a broker who specializes in finding life insurance for people who have a history of cancer.

These brokers will know the specific questions underwriters will want answered when considering your application. Many brokers have developed relationships with several insurers, so they know which companies offer the best-priced life insurance policies for cancer survivors. Some brokers have experts who specialize in gathering your medical records and organizing them.

By directing your application to life insurers that will view your application most favorably, these brokers will help you find the most accurate price quotes and the lowest premiums for life insurance. Always check the financial strength of the insurer before you buy any policy and be sure that the agent or broker you choose is licensed in your state.

Life insurance strategies for cancer survivors

If you are a healthy cancer survivor, life insurance is even more feasible. There are things you can do to ensure you’re getting the best premium offers possible for your situation.

1. Gather all possible medical records before you apply, from the first pathology report to medical records to treatment records. That ensures medical underwriters have the most complete picture of you, your health, and your cancer history. Having all those records before you apply for cancer insurance will reduce delays in your application process, because your life insurer is going to request them and will wait for them. The information you provide can garner you better premiums in the end: The less life insurer underwriters knows about you, the more likely they are to have to assume you are the highest risk and offer you high premiums accordingly. According to Levy, “If it’s fuzzy, we’re more likely to err on the side of conservatism.”

2. Make sure you have complied with your doctor’s treatment plans. For example, says Levy, if your doctor asked to see you back in one year and you haven’t been back in four years, get to your doctor for your check-up before you apply for life insurance. Your life insurer is not going to offer you a policy without before seeing the results of that check-up. Similarly, if you’ve had breast cancer and you’re due for a mammogram in December and you apply for cancer insurance in October, your life insurer will likely wait for the results of your next mammogram.

3. Get prices from several companies. Policy costs can vary a great deal among companies.

4. See if you can get group life insurance through a professional, fraternal, membership, or political organization to which you belong.

5. Consider a “graded” policy (one with limited benefits) if you cannot get full death benefits. In the first few years of a graded policy, the company pays only the premiums and part of the face value if the insured person dies of a condition, such as cancer, that existed before the policy took effect. If the insured person dies after the specified grading-in period, the company will pay the full face amount of the policy.

If your cancer has been successfully treated, and you are otherwise in good health, you can likely obtain a cancer life insurance policy. If you can show that you are healthy and your treatments have gone well, several insurers may compete for your business.

Are you looking to grow your business? Are you someone who has just started a business and you want to let other people attract to your new business or products? Then opt for advertising, the best option for you. Yes, unless you advertise your product or business, you can never wish of being successful in the market.

Unless the masses know about your new product or business, it would be very difficult to survive in the market. Well, you can always go for print advertising for your product or business. Print Advertising does not cost much compared to television advertising and you get good response from the masses.

If you are ready to burn a hole in your pocket, then you can definitely go for television advertising. The response that you get from the Television Advertising would never disappoint you. What’s more, this form of advertisement is considered to be the best one as it reaches every nook and corner of the world within seconds. In this way you can make a public response of your product through different forms of advertising.

Try to utilize more aspects

If you are seriously thinking of expanding your business then you can always go for outdoor advertising. This form of advertising has become very popular in recent years. You can hire or make use of your own vehicle for publicity of your product by putting a big banner or do a road show with lottery or even quizzes.

So you need to plan well in order to go for an effective Outdoor Advertising. Your goals should be very clear and you need to know the market, location and audience well without which you cannot target the customers. So preplan yourself and try to make the best advertisement possible so that it attracts more crowds.

Go for other forms of advertising

If you thought that there is only print advertising and television advertising, then you are wrong. With the advent of the FM radio, there are businessmen who go for radio Advertising as well. You do not have to pay much as compared to television advertising.

This is the main reason why people opt for Radio Advertising to reach to the masses especially the young generation or the people who are always on move. Also nowadays you can find Airport Advertising, basically airport advertising mainly targets toward the high end and global customers.

This is indeed considered to be a new and better form of advertising where audience from different parts of the world can be targeted about your business or product. After all it’s all about customers. For more information about Worldwide Advertising Network in terms of Advertising, Airport Advertising, Television Advertising, Print Advertising, Outdoor Advertising, Radio Advertising, Internet Advertising, Mobile Advertising & Media please visit us at: www.worldwideadvertisingnetwork.com

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When talking about businesses and organizations, the term business analyst will come up many times. One of the main roles of an analyst is to be able to understand the business process. Analyst must be able to comprehend the natural flow of business from the bottom step to the top step. Analysts need to be able to understand the processes of a business. They will then need to be able add and change processes. These processes will ultimately determine whether or not the business fails or succeeds. The business analyst may go through many trial and error stages during the beginning their career. This is sometimes the only way to find the right solution for a particular situation.

The individual will need to be able to lay out these processes in a way in which the business is able to follow them and implement them into their business plan. It is important for the analyst to check each and every key role on a regular basis in order to determine and understand how a certain process is working and how effective it is for the business. The business analyst must then make sure that the business’ processes are working as effectively as possible. If this isn’t the case then the analyst should change the current process or come up with a new process all together.

When going to apply to become a business analyst you’ll end up having to answer some basic business analyst interview questions. Here is one of the basic business analyst interview questions that will be asked to you when you go for an internet.

What is the purpose of a flow chat? When faced with this basic business analyst interview question you should answer that a flow chart shows the process which is shown using a graphical representation. This makes it easier for people to understand.

For one of your basic business analyst interview questions you may be asked to explain what a case model is. In this case, you should simple information the interview that a case diagram is used to give vivid details about the business environment. You can also say that a case diagram is a number of events that are part of a process that is performed by an actor.

In one of your other basic business analyst interview questions you may be asked what UML modeling is. You should know by now that UML stands for unified modeling language. This is the common language used when talking about the construction, visualization, and documentation of the components of any system.

You may be asked to tell what is meant by alternate flow in use care. If asked this question you should say that it is a flow or series of events that will fall into place when a failure in the system occurs and the expected results are not met.

You may also be asked the different between extends and includes when using in a use care. As a business analyst you should also know by now that extend means that a specific event has to take place. Include means that the event might or might not happen.