BevLog

Here's a post in remembrance of Steve Jobs (RIP 10/5/11). I had no real idea how to rise to the challenge - pick out one thing that relates to my blog theme (advertising, marketing, copywriting). Until I saw "The 1997 Video that Explains the Marketing Genius of Steve Jobs" in AdAge Digital online this morning.

The video was taken in 1997 - 14 years ago after Jobs had just returned to Apple. Jobs said, "To me, marketing is all about values. This is a very complicated world, a very noisy world and we're not going to get the chance to get people to remember us. No company is. So we have to be very clear about what we want people to know about us."

It's how Jobs brought back the Apple brand. He re-hired Chiat Day, Apple's original advertising agency that created Apple's breakthrough "1984" Super Bowl commercial. Apple's "Think Different" campaign "honors the people who think different" from Albert Einstein to Alfred Hitchcock. I agree with the author of the article. "It's as relevant today as 14 years ago." To Steve Jobs.

Yesterday, Bloomberg reported "Google takes page from newspaper for circular ads." Always looking for new sources of revenue for search advertising, Google is working with big advertisers like Macy's toward finding more ways "to get their online visitors into their stores."

By "using more visual elements," Google can provide "more than one click option for an online ad." This could increase click-through rates.

SearchEngineLWatch announced the launch today as "A Step Forward for Offline Retailers." (NOTE: Scroll down to see story and sample online ad.) Ironically, Google is formally introducing the new Circular ad format at Advertising Week (New York City, October 3-7) in both Internet and print advertising.