Bold overwhelms Flygt pumps
Article Abstract:
A recent print advertisement for Flygt industrial pumps features a color picture of an old pump accompanied by a bold-looking headline. The advertisement on the whole is effective because of the copy, which provides a short, convincing narration of the technical advantages of the company's product. The accompanying photograph of an old, battle-scarred Flygt pump enhances the claims made in the copy. However, the bold-looking headlines are densely-packed and difficult to read.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1995
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Creating affinity should be the goal of business advertising
Article Abstract:
Advertising aims to give vitality to the marketplace by fostering prosperity through increased sales andprofits for goods and services. While selling remains their primary focus, advertisements should also try to create an affinity between the producer and the consumer by fostering 'access.' This means advertisements should have the ability to convey a company's responsiveness to the needs of customers rather than being mere vehicles for product awareness.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
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PPG requires a second look
Article Abstract:
PPG Industries Inc (PPG) came out with an advertisement in which the company compares the clarity of its glass product to those of the competition. In the advertisement, a plate of flowers and torts is featured with two types of glass superimposed: one made by PPG and another made by a competitor. Although the advertisement suffers from poor layout, this is somewhat offset by good copy.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
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