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Advertising Feature Writer: Carroll Trosclair

Few industries require more watching these days than advertising because few are undergoing as much change as advertising.

TV is trying to cope with TiVo technology and millions of DVRs that invite viewers to skip commercials.

Newspapers and magazines are struggling with declining circulations.

Everyone is trying to figure out how to best advertise on the web.

Radio is fragmented beyond recognition.

Creative teams are challenged to produce customer-oriented ads.

Advertisers keep switching agencies and agencies keep merging.

Advertising careers are more volatile than ever.

This section is dedicated to providing insights that will turn some of those challenges into opportunities.

Visit here and our blog often for those discussions. Let us know where you think the industry is going.


Feature Writer Articles in Advertising

 		NFL Greed, the French Fleur de Lis and Who Dat?
A look at the uproar the National Football League created when it tried to control use of the city's fleur de lis emblem and the fans' Who Dat? slogan.
Characteristics of Successful Ad Agencies
A look at the philosophies and skills that helped a few ad shops make money and land on Ad Age Magazine's "A-List" of successful agencies. They exceeded expectations.
Point-of-Purchase Advertising Trends
Ads can get consumers into stores but it usually takes some point-of-purchase strategies to get them to buy a product.
America's 2010 Census Advertising Campaign
Here's a look at the Census Bureau's 28-language multimedia ad campaign scheduled for television, radio, print, online and outdoor media early in 2010.
Restaurants and Small Firms Need Own Ad Websites
Here are a few content and design suggestions that can help restaurants and other small companies develop effective and affordable websites.
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Contributing Articles in Advertising

 		Secrets of Successful Creative Teams
The best advertising is the result of Copywriters and Art Directors working as a team says Drayton Bird, former International Creative Director of Ogilvy & Mather.
What Do Baby Boomer Women Want? Travel
Baby Boomer women want to travel. They book far ahead and make their own decisions. These chicks have the money to travel. Companies should market to their tastes.
What Do Baby Boomers Want and Need?
Baby Boomers have unique characteristics that make it hard to reach them. As Boomers age, their early characteristics, formed in the 60s, will be key to marketing.
Financial Ad Layouts
Does glossy creative for insurance or banking work well? What about illustrations and cartoons?
Application Forms, Tables and Refunds
Tips from Drayton Bird on how to improve response rates to financial ads and mailings with tables, easy-to-fill application forms and refund offers.
Super Bowl Commercials are Waste of Money
As football season winds down with Super Bowl XLIV, many people will watch just to view the commercials. A psychologist and marketer said most commercials waste money.
Great Ads Series 1
Great ads create a paradigm shift. They leave an indelible Mark in the Market and in the Mind. Kind of like MMM! This series explores some of these MMM ads.
Writing Financial Ads and Direct Mail
Is financial copywriting really different from writing for consumer products? Drayton Bird, former International Creative Director of Ogilvy & Mather shares his views.
Business to Business Direct Mail
What should be the tone of the business-to-business letter? Tips from Drayton Bird, former International Creative Director and Vice Chairman of Ogilvy & Mather Direct
Baby Boomer Women - Not Seniors or Older Ladies
Baby Boomer women hate being called seniors, older women, elderly, or similar phrases. Older females will cringe and assume the website is written by clueless kids.
Ad Layouts – How to Make them Work Harder
Drayton Bird, former International Creative Director and Vice Chairman of Ogilvy & Mather, shows Art Directors how to make their layouts more effective.
A Creative Director's Checklist
Drayton Bird, former International Creative Director and Vice Chairman of Ogilvy & Mather shows Creative Directors how to scrutinize direct response creative in detail.
How to Evaluate Creative Work
Advice from Drayton Bird, former International Creative Director of Ogilvy & Mather, on the initial stages of creative evaluation.
How to Nurture Good Creative People
Drayton Bird, former International Creative Director of Ogilvy & Mather shares his views on nurturing talented copywriters and artists.
Types of Advertising
Here are eight ways to advertise a product or service. Many businesses will not need to use all types of advertising but can benefit from incorporating one or two.
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