|
Tuesday, January 21, 2003
Do Accountants Use Pop-Ups?
It was an expensive-looking, and no doubt expensive, TV and print campaign for the Certified General Accountants of Ontario. They picked out a long list of actual accountants with names that were also words, and then they'd theme them together and create a clever pun. They'd put Bob English with Larry German and Wanda Ireland (or John Wrench, Sue Sprocket, and Sam Shovel), have them smile (conservatively) at the camera, and slap a pun on it, wrap it in some nice, conservative blue graphics, and trot out the tagline: "Certified General Accountants. We're the name brand for business."
Light humor, conservative touch, and a boatload of association cash spent on "branding."
So why, now, when I go to the home page of The Globe and Mail, do I get a popup ad in connection with this campaign? People hate popups. Putting popups on the Globe and Mail site is a bit like it would be if you put popups on Google - a massive miscalculation of the audience's likely response.
So, the expensive branding campaign now looks cheap and stupid. But I suppose that's probably a nice parallel for the recent deterioration of accounting's public image.
Posted by
Andrew Goodman
View Posts by Category |
|
Andrew's book, Winning Results With Google AdWords, (McGraw-Hill, 2nd ed.), is still helping tens of thousands of advertisers cut through the noise and set a solid course for campaign ROI.
And for a glowing review of the pioneering 1st ed. of the book, check out this review, by none other than Google's Matt Cutts.
Posts from 2002 to 2010
07/2002
08/2002
09/2002
10/2002
11/2002
12/2002
01/2003
02/2003
03/2003
04/2003
05/2003
06/2003
07/2003
08/2003
09/2003
10/2003
11/2003
12/2003
01/2004
02/2004
03/2004
04/2004
05/2004
06/2004
07/2004
08/2004
09/2004
10/2004
11/2004
12/2004
01/2005
02/2005
03/2005
04/2005
05/2005
06/2005
07/2005
08/2005
09/2005
10/2005
11/2005
12/2005
01/2006
02/2006
03/2006
04/2006
05/2006
06/2006
07/2006
08/2006
09/2006
10/2006
11/2006
12/2006
01/2007
02/2007
03/2007
04/2007
05/2007
06/2007
07/2007
08/2007
09/2007
10/2007
11/2007
12/2007
01/2008
02/2008
03/2008
04/2008
05/2008
06/2008
07/2008
08/2008
09/2008
10/2008
11/2008
12/2008
01/2009
02/2009
03/2009
04/2009
05/2009
06/2009
07/2009
08/2009
09/2009
10/2009
11/2009
12/2009
01/2010
02/2010
03/2010
04/2010
|
