Word: added
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Dates: during 1990-1999
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...commercial--call it a blink ad, for obvious reasons--depicts the company's signature image, a bullet shredding but not opening a lock, together with the logo. The ads are part of a campaign that also uses 30-sec. spots for Master Lock padlocks...
...length of the traditional 60-sec. TV ad has been halved a couple of times to keep up with our shortening attention spans. Now 15- and 30-sec. spots dominate, in part because they cost less. One-second ads are even cheaper to buy (Master Lock isn't saying what it paid), and cheaper to make. But can you sell anything in one second? "It's way too early to tell whether--or how--it's going to impact sales," says John Heppner, Master Lock's vice president of marketing...
Then again, no one would confuse personal-injury lawyer Jim ("the Hammer") Shapiro with the Pillsbury Doughboy. He is experimenting with several versions of his one-second spot, at $35 each, in upstate New York. In one ad he yells "Hurt!" while the word comes hurtling at the viewer in large orange letters, above his phone number. Even at a second, the ad is as subtle as a car wreck--and, Shapiro hopes, just as likely to bring him new clients...
Second, remember that all online companies are not equal. Faux Internet companies--those that have just added com to their name to pump up the stock--are doomed to Home Shopping status within a year. They include Cybershop, Ktel and Marketguide. But the real Internet companies, like AOL and Yahoo, offer something different. They can sell ads for luxury cars and discount brokers that will reach well-off people, at work and at home, much more efficiently than either TV or off-line, dead-tree media. Wall Street understands that the best Net stocks are bargains, based on projected ad...
...before or after the song. It's a record-industry version of those infomercials you see on late-night TV. You may think you're hearing a song because a station believes it's going to be a hit, but what you're really getting is an ad...