We decided to reminisce about 2012 and see which of our website blogs had been the most popular over the year. We picked the top 5.

1.       How to Get into Advertising
This blog was written by Kirsty Macmillan on the 23rd of April. At that time Kirsty had almost been working with us for a year after being fresh out of Strathclyde University. Kirsty was one of our Account Assistants and worked on a variety of clients and jobs. She shared her initial experiences and realisations of the advertising world from a graduate student perspective.

‘Every client is different in their identity, manner and advertising methods and learning how to organise and work efficiently with each individually is what is important. Some clients stick to internet/social media whereas others lean towards radio and TV. There is always a new form of advertising to use whether it is ad-bikes, hoarding panels or advertising in airports.’

2.       Neuromarketing – What Do You Really Think? 
An explanation on what Neuromarketing is and how it is helpful.

A standard generic shampoo ad for a large multinational brand. The sensors monitored where people looked on the ad and, unfortunately for the brand, they didn’t look at the product. The solution though was actually quite simple. The ad featured the face (and hair) of a beautiful woman looking directly at the reader. One subtle change later and the campaign was saved; have the woman look at the product, not the reader. It sounds simple but conventional testing didn’t pick this up, mainly because the consumer wasn’t actually aware they were doing it in the first place.’

3.       If Things are Bad, so is your Strategy
Peter wrote an article on how the recession has affected business and what that has to do with their marketing.

‘Why is it that in the good times we passionately believe that marketing works and in a recession it suddenly doesn’t? It’s either on the investment side of your brain and balance sheet or the expenditure side, there’s a mile of difference and market factors shouldn’t decide which side it flips between.’

4.       Let Us Entertain You
Ewan took us on an advertising channel journey from the 70s through to the present day.

‘Way back in the 70s, we were going about our joyous, carefree life, flares-a-flapping, with minimal interruption from the big, bad world of advertising… In fact, even in its commercial infancy we probably viewed around 500 marketing messages a day. The good ones live on in our minds.
Forty years or so on, and an explosion of communication channels later, the number of marketing messages we’re exposed to is estimated to be in excess of 3,000 every single day (some cite as much as 5,000).’
‘As a consequence of this mass communication, our brains have become experts at filtering out information that we regard as non-essential to us. This has led a mass switch from the informational, rational-led ads to a more expressive, immersive and conceptual generation of ads.’

5.       Unsocial Media
Social media may have no financial cost but makes up for it in the time constraints. It isn’t a channel where you set something up and leave to run, you need to put the time and energy into it to grow your company’s presence.

If a lot of companies translated their social media strategy, which can consist of nothing more than “we know we have to have it” into traditional advertising, and the enormous costs associated with it, they’d go bust in an impressively short period of time. Which is never really the over riding ambition of a marketer. Or shouldn’t be.’