John Kuraoka, freelance advertising copywriter
(619) 465-6100
Ad Blog: news and views about advertising, branding, marketing, and copywriting
February, 2003

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February 27, 2003
Yahoo! News picked up this press release from Big Boy Restaurants about their upcoming “multi-media re-branding campaign:”
Advertising copywriter blog link

It would be better if the menu mix supported the ad strategy. “Ohhh Boy” and capitalizing on the strengths of the existing brand seem pulled from a different marketing page than a menu that includes chicken pasta primavera and turkey club salads. Sigh. Advertising can do only so much, folks, even when it comes to branding.
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February 22, 2003
From Yahoo! News and Reuters comes this article about Home Depot’s new ad campaign, to be launched on the Grammy Awards:
Advertising copywriter blog link

Hmmm. “You can do it. We can help.” Is it my imagination, or is this strongly evocative of Bob the Builder? Also, I find the reference to “The Softer Side of Sears” unsettling. That branding effort might have “boosted the image of Sears,” but it didn’t do much for sales or market share, resulting in yet another corporate shake-up. My, but marketing folks have short memories.
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February 20, 2003
An article about the persistence of advertising jingles, from the Seattle Post-Intelligencer:
Advertising copywriter blog link

Now, if the ad jingles quoted aren’t familiar to you, it’s probably because you don’t live where you’d have heard them. Jingles were sticky long before the term was applied to web content. I rather suspect their fall from favor has to do with people’s ever-decreasing attention spans - and that applies to advertisers and copywriters as well as those in their target audiences. Who has time to pay attention to a jingle, when an old pop song is instantly recognizable? Still, I think a lot of radio, television, and web advertisers are missing the opportunity to make a savvy investment in their brand, by entrenching - and I mean entrenching - a catchy, well-written jingle. A jingle can deliver a unique sales message in a unique way, on a level that a pre-existing song simply cannot.
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Advertising strategy and other lies
An advertising copywriter’s bookshelf: recommended books
Brands and branding: a white paper
Do you make these mistakes in advertising?
Free (yes, free) advertising copywriting resources
Four ad copy traps that ensnare even experienced copywriters
How to become an advertising copywriter
How to write a brochure: advice from an advertising copywriter
How to write better ads
Long John Silver on writing ads
More career advice: what’s it like being an advertising copywriter?
Napoleon’s advice to entrepreneurs, Part I: starting the enterprise
Napoleon’s advice to entrepreneurs, Part II: the entrepreneurial character
Napoleon’s advice to entrepreneurs, Part III: growing the enterprise
The economy (and what to do about it)
The Tightwad Marketing project
Advertising copywriting mentorship
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John Kuraoka, freelance advertising copywriter
6877 Barker Way
San Diego, California

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