Phil Sawyer: Episode 3 (@pwsawyer)
Phil talks about the importance of the context that an advertisement is placed in. He argues that people viewing a digital publication or website aren’t in the same mindset as people at the movies waiting for the feature to roll and that advertisers need to craft their ads accordingly. In fact, he says, people using the internet are very often trying to accomplish something, and ads that get in their way tend to make them angry — an apt example of “the perverse effect” because very often the more effective the ad is in gaining the attention of an otherwise engaged viewer (usually the primary function of an ad), the angrier the person becomes.
He talks about his recent article in Ad Age and some of the feedback he has gotten that prove his point that print is not a medium or a specialty of the past.
Phil casts doubt on the notion that people aren’t reading, and he asserts that print is an ineffective medium for advertising and increasing sales.
About Phil Sawyer
Phil draws from a deep well of experience from his work in advertising-effectiveness some of the best known names in market research and, he says, from his work as a student and instructor of literature and film, which trained him to employ and inductive approach to seek out and understand the patterns that are at work in both effective and ineffective film and art . . . and, ultimately, advertising.
He is a frequent speaker on the “principles of effective advertising” in forums throughout the world focusing on branding, consumer insights, advertising effectiveness, and public relations. He has worked particularly closely with companies in industries including publishing (magazines and newspapers), pharmaceutical, automotive, financial services, and computer games.
According to Phil, it all comes down to this: As Nobel Prize winner Joseph Stiglitz has said, “What you measure affects what you do. If you don’t measure the right thing, you don’t do the right thing.” We now have the capacity to measure and, therefore, do the right thing.