MHO: Attractive vs. Likeable

It is more effective for an unattractive person to communicate their intention explicitly to the target consumers; it is on the opposite for unattractive person.

It is less perceived as serving self-interest when a likeable person expresses their intention explicitly to the target market.

It is neither explicit nor implicit when an unlikable person communicates their intention, they will still receive unfavorable response from the target market.

However, when an attractive and likeable person associated with too many advertisement, he/she will receive unfavorable response from the target consumers, regardless of the message is explicitly or implicitly communicated.

MHO: TVC Effective?

A TVC is said effective when target consumers understand the story of your TVC, and create excitement of relating the story in the community; subsequently lead to viral effect. The story line must be clear cut and easily understood; Eye catching and focus, and must avoid showing more than 2 focused items in one frame in the TVC, because consumers only have a pair of eyes that can lock at one thing at a time.

MHO: Company Endorser vs. Spokeperson

I read a research piece that research on the effectiveness of company name and company spoke-person on purchase intention- which one is more effective. The research concluded that company name can help to burnish the name of the product and increase purchase intention of consumers espeically when it coupled with spokepersons' effect. However, I disagree, because it depends on 'what type of company'; it is obviously true if you speak of P&G, but not true for small company...

MHO: Endorsers effect on Teenagers

Endorsers works better on teenagers than older person; because it helps to incite teenagers non-rational behaviors, and Materialistic orientation.

MHO: Coach vs. Teacher

Photo taken from here!

Coach - when you see your path, but slightly covered by mist, and you use both your hand digging along your path, your coach would be someone who light up far in front of you along your path from time to time to reaffirm you that you are 'right'! don't worry!

Teachers - a person who would just 'pinch' your nose, and tell you, 'come here!, this way'.....

MHO: Agency vs. Client

There’re a few principles to ensure a happy, and effective working relationship between agency and clients,

For agency;

a) Agency needs to always try to maintain a harmonious working relationship with clients

b) Agency needs to understand that client pay you for our work and creative idea; experiences which the client is short of, remember that, client won’t need you if they have the capability anyway!

c) Agency needs to always think positively, behave positively, and act positively, because you will get pressure, get rejected, and being forced to complete something under unreasonable timeline

For clients,

a) Trying to work with agency to maintain harmonious relationship

b) Trying to think positively, behave positively, and act positively at anytime; but also must understand that you are a client, and has the authority to reject, pressure and force something through…

c) Be tough when needed…because being tough is being frank, vice versa…sometimes being too loose, client tends to indulge the agency, and agency tends to get used to it and become ‘slow’ in a fast moving environment; in another words, you are being de-prioritized by agency!

MHO: Is celebrity endorser effective?

Photo from here

Is celebrity endorser effective? I personally, would say base on your objective, if you objective is to create awareness for your brand, then celebrity endorser can give your brand a kick; if not, endorser is a waste of money! Furthermore, endorser work well among the younger generation, if your target consumers are age around 16 -25 (approximately), celebrity endorser would work pretty well;

a) Among non user - it creates good awareness
b) Among current user - it build loyalty (i.e. celebrity is using the brand I used)

Unfortunately, endorser do not work well with older generation;

a) Among non user - what's so good about the celebrity??
b) Among current user - they are old enough to know its 'Ad Tactics'....