Warren Beatty

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Warren Beatty

Understanding Web Advertising

More money is wasted on advertising then any other business function. That is not to say businesses shouldn’t advertise but rather people should understand how advertising works. There are many ways to characterize ads but for our purposes let’s make it simple and separate advertising into two distinct approaches: saturation and emotional.

One of the things I’ve learned over a long career is that business folk invariably take their lead from the wrong sources. Small and medium size businesses look to the mega corporations to learn their tricks and adopt their attitudes when they have little in common – advertising being no exception. Since our clients are mostly medium or small size companies we try to help put some of these issues into perspective.

If you’re big enough and have the money available there are all kinds of marketing initiatives you can invest in, but if you have a limited marketing budget you need to be smart about how and on what you spend your advertising dollars. And the most effective and cost efficient place to spend those dollars is on your website. Yes you need to attract people to your site but if once they arrive they find it lacks intriguing, engaging content then you’ve wasted your money. So what tactical approach should you take to deliver your marketing message?

Saturation Advertising

The first approach is saturation advertising like you see on television. Anyone who has spent an evening sitting in front of the TV set is familiar with what I am talking about: the constant repetition of the same commercials over and over until the ads become an unwelcome irritation. The fact is no matter what you do to avoid commercials they eventually seep into your head. Even fast forwarding through commercials on a recorded program has an effect. Saturation advertising depends on repetition not quality, which is why some of the worst and/or stupidest commercials can still be effective.

There are some great commercials on television that do engage the audience with an entertaining, memorable, marketing message that enhances the brand and generates leads, but when push comes to shove, television advertising is all about repetition not quality.

Does Saturation Advertising Work?

Does saturation advertising work? The short answer is yes it does, at least for a television audience it does. Most people believe that it works on others but not on them, a phenomenon, psychologists call the Third Party Effect. The fact is, repeating something automatically makes it appear more believable.

The majority of people will respond that they don’t pay attention to commercials, but inattention does not protect you from the influence of repeated messaging. In fact bad commercials work better if the audience isn’t really paying attention, and fail when the audience is actually listening carefully. Careful attention brings to light all a message’s conceptual, technical and performance issues.

Will Saturation Advertising Work For You?

But saturation advertising is expensive because it relies on huge media buys in order to get the required number of repetitions needed to worm its way into an audience’s collective consciousness. It’s a messaging tactic that depends on deep pockets and that rules it out for most companies. Advertising that depends on constant repetition just won’t work on the Web unless it’s merely to supplement an existing extensive integrated television and print campaign.

Just as an aside, the music industry uses the same tactic. The constant repetition of a song even of inferior quality but with minimum rhythmic value and a repetitive catchy chorus can become a hit if heard often enough on the radio or on television in a music video. And like most saturation advertising it’s controlled by whoever has the most money available to purchase audience access. The same holds true for political advertising. Politicians can get away with the most incredible nonsense if they raised enough money to drown-out their opposition.

The Web is a different communication environment compared to television. Where television and the Web converge is with programming: your website is not an advertisement, or at least it shouldn’t be if you want it to be effective; your website is the equivalent of the program not the commercial, and that is why the key to success is the ability to turn advertising into content, and content into a memorable experience. You need to engage your audience with the same kind of techniques and messaging that is used in the programs you watch and not in the commercials you try to ignore.

If You Don’t Establish Your Brand, You Won’t Have a Meaningful, Memorable Message

If you can’t saturate the market with your brand then you have to find a better, more cost effective way to influence your audience. I use the word brand instead of product or service because that is where you have to start – you have to think ‘brand’ not product/service. What we’re talking about here is advertising intended to promote and grow your company within the context of a long term marketing strategy rather than a promotional ad intended to let your audience know about a particular sale or promotional event. Companies that stick exclusively to a promotional format are basically teaching their customers to only purchase goods and services when there’s a sale, and that’s a tough way to make money on a long-term basis.

We all know how popular the Google AdWords program is and we all know how expensive it can get in order to gain access to the keywords that trigger your ad placement. The Google system is basically relying on the same principle as television advertising: big audiences and lots of placements equals lots of leads.

The problem in addition to the continual expense is that even if you attract a large initial audience, that audience will not stick around long enough to get your brand story if that story is not at least as interesting and entertaining as the television programs they watch. And even if that audience manages to stick around a while, if your site isn’t interesting enough, they will never come back and that reduces your chances of being remembered. Unlike television where the audience is captive to the commercials, a Web audience is not. Unlike television where the experience is generally a compromised group decision, Web viewing is not.

For most Web-based businesses their website is their best and potentially most effective advertising venue, but people only go to websites that interest them, and they will leave in an instant if a website doesn’t engage, inform, and entertain them.

Emotional Advertising

“People forget what you say, but they remember how you made them feel.”

–       Warren Beatty

Everyone likes to think of him or herself as a rational, intelligent human being, but in truth, we are all motivated by the same hardwired emotional triggers. Our brains are marvelous, malleable organs that absorb information without us even knowing it; they process information, massage it, and produce instinctive responses to external stimuli. Our survival and dominance as a species depends on this ability. Our brains are not cameras that just record input; they are interpretive instruments that produce gut-instinct. As a consequence, successful long-term marketing strategies depend on an emotional brand association with basic Maslowian needs.

No matter who you are or what you do your competitors will undercut your price, add new and better features, or come up with superior alternative solutions. The business world is littered with the corpses of once proud companies that owned their market until someone came along with something better, or cheaper, or just different. No one wants a Polaroid camera when digital cameras are all the rage. Once proud Kodak has been humbled and downsized considerably because they saw themselves as a film company and cameras as merely a way to sell more film rather than tools of human creativity. Products and services come and go, but brands are forever, and brands are defined by their emotional appeal.

Coming up with the right brand message can be tricky. We know the motivational triggers that people respond to, so the objective is to find the right trigger for your company’s strategic vision and to frame it in terms that your target audience will accept. Knowing that your audience sees itself as rationally motivated is not an impediment to emotional motivational triggering. It is all a matter of framing the brand and providing the right context and subtext in your advertising and messaging initiatives, and most importantly on your website.

A Final Word

A company without emotional subtext is a company without soul, and it’s one that will eventually be superseded by those who understand the importance of brand and how emotional advertising works.

 

About the Author

Jerry Bader is Senior Partner at MRPwebmedia, a Thornhill, Ontario based website design firm that specializes in delivering their North American, Australian, and British clients’ marketing messages using the latest audio, video, and interactive Flash presentation techniques to create compelling, informative and memorable Web-experiences that enhance brand personality and increase sales and profits. Visit http://www.mrpwebmedia.com, http://www.136words.com http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.

Warren Beatty ‚Ä™winning Best Director for “Reds”

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Paul Newman

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Paul Newman

A Mont-Tremblant Hotel Tradition Returns to the Mountains

The history of Chateau Beauvallon is closely intertwined with the story and development of Mont-Tremblant. Both owe thanks to an adventurous Philadelphian named Joseph Bondurant Ryan, whose great vision, determination and love of the region left an indelible imprint on Tremblant and helped fundamentally shape its destiny.

Born at the turn of the century, Joe Ryan was the grandson of Thomas Fortune Ryan, one of America’s wealthiest railway tycoons. Along with his fortune, the younger Ryan inherited his grandfather’s ambition. Ryan also possessed a love of exploration, wilderness and travelling.

In 1938, Ryan visited Mont-Tremblant for the first time, and after an arduous, unaided climb to the highest peak, fell in love with the mountain. From that point on, his life’s goal would be to make the mountain accessible to others, and to transform the region into a world-class alpine village.

In 1939, Ryan married Mary Rutherford, and Mont-Tremblant was officially inaugurated. By the end of the year, Time magazine noted the Laurentians were a popular destination for American skiers, and Mont-Tremblant was the newest fashionable meeting place.

Joe and Mary Ryan opened the original Chateau Beauvallon in 1942. Initially meant to be a clubhouse for a golf course that was never built, the Chateau nevertheless became an important landmark in the Mont-Tremblant region. In 1949, the Ryans sold Chateau Beauvallon to Harry and Isabelle Stokes, who would run the inn for the next 11 years.

Throughout the 1950s, Chateau Beauvallon became the destination for parties. It was known as the best late-night watering hole in the region, where friends came together to relax. Guests poured their own drinks, wrote their own bills and enjoyed great food and live jazz sessions.

Chateau Beauvallon changed hands throughout the 1960s, but found more permanent proprietors in 1976. Alex and Judy Riddell renovated the property and operated it as a country inn, one that slept up to 30 people. Actor Paul Newman was a guest during the 1980s, and Alex Riddell took him skiing for a day.

In 1998, the Riddells sold Chateau Beauvallon to RHK Developments, who closed the aging inn. In 2003, the empty building was sold to Groupe Avantage, and plans were laid to resurrect the concept of the Chateau.

Today, Chateau Beauvallon has undergone a complete renaissance. The brand new, 70-suite resort hotel evokes the charm and spirit of the original inn, while offering more a luxurious space and modern amenities. The perfect melange of past and present, Chateau Beauvallon remains a destination where family and friends can come together.

About the Author

Paul Altobelli is Director of Internet Marketing for
Chateau Beauvallon—an extraordinary 70-suite Mont-Tremblant
resort hotel built on a private, masterfully-landscaped
setting in the heart of the magnificent Laurentian
mountains. Visit Chateau Beauvallon’s website today
(
http://www.chateaubeauvallon.com
) to book your ski
vacation getaway or email the hotel at
info@chateaubeauvallon.com. You may also call Chateau
Beauvallon at 888-245-4030.

What’s my Line? Paul Newman & Joanne Woodward

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Nicole Kidman

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Nicole Kidman
who do tom cruise and nicole kidman’s adopted kids live with?

they adopted two kids, connor and isabella.. but you rarely see them w/ tom cruise and never see them with nicole kidman… where do those kids live?
nicole kidman has her own life now w/ her daughter and husband and so does tom cruise– what about the two kids they adopted?

They generally live with their father, and there have been a few pictures recently of Tom and Katie with the kids, and mentions in a couple interviews. Nicole’s been split between Nashville and Australia, with Keith Urban and the new baby. I think it’s supposed to be joint custody, but Tom’s the one based in LA and the US, mostly.

Nicole Kidman in 60 Minutes (Part 1)

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Elizabeth Taylor

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Elizabeth Taylor

Family attends the funeral of Elizabeth Taylor

The family members of Elizabeth Taylor have gathered for her delayed funeral at Forest Lawn Memorial Park in California.

The friends and all the family members of Hollywood star Icon, Elizabeth Taylor have attended for her funeral on Thursday afternoon, which was delayed by 15 minutes. Reportedly, her funeral was delayed as per her instructions; she has left before her unexpected death.

The casket of Elizabeth Taylor was closed and covered with violets, lilies and the gardenias. Her funeral was performed at Forest Lawn Memorial Park in California, where her friend Michael Jackson was rested. The funeral was performed at royal cemetery.

According to the sources, five black stretch limousines brought the casket of Taylor to the mausoleum. The funeral was performed as a private with the presence of few friends and the family members.

Michael, Christopher Wilding, Liza Todd and Maria Burton are the Elizabeth’s four children. Michael and Liza along with her grandson Tarquin have read some selections in her memory and another grandson Rhys Tivey performed a solo ‘Amazing Grace’ with trumpet.

The funeral service was for an hour by Rabbi Jerry Cutler. Also, Collin Farrell, who is a friend of Elizabeth read the poem “The Leaden Echo and the Golden Echo” of Gerard Manley Hopkins. The funeral was completely for the family of her family.

Taylor died on Wednesday, because of congestive heart failure in Los Angels at Cedars-Sinai Center at the age of 79. She was already hospitalized because of her constant health issues. She also underwent a heart surgery during the year 2009. She also appeared in some interviews and she was admitted in the hospital again in late February.

She was born on February 27, 1932 and passed away on March 23, 2011. She was married for eight times and has seven husbands, where she married twice to Richard Burton after her divorce with him. Conrad Hilton, Jr, Michael Wilding, Mike Todd, Eddie Fisher, John Warner, Larry Fortensky were her other six husbands she was married during her lifetime. She has one older brother ‘Howard Taylor’.

Taylor is two time Oscar Award winner. She is one of the great actresses of Hollywood’s Golden Age and has been ranked seventh on the list of Female Legends.

About the Author

Dame Elizabeth Taylor: A Tribute

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