DC7 is a boutique marketing firm. We are small. We like being small. We help our partners implement creative technologies that give them a strategic advantage over their competitors.
The short articles on this page provide some information about how we think. If you are interested in learning more, please contact us.
Thanks, Dan
7? WHY 7, you ask?
The History
1732 First Magazines 1836 Newspaper ads begin
1864 Spam messages sent via telegraph
1867 First Billboard
1922 Radio ads emerge
1950 Telemarketers first start to annoy
1978 Al Gore invents The Internet
1982 1st Spam sent via computer
1996 Viral marketing 2002 Integrated Marketing (Customer Talks Back)
Today Social and Neuromarketing
Love sells better than sex. Studies show that beauty and sex distract the consumer, but love and friendship engage the mind in episodic, contextual memory that ties your product to the experience. |
| | Information Inflation
By the time we reach age 66, most of us will have seen 2 million television ads. That is  more than 16,000 hours and the equivalent of 8 years of full time employment.
In 1965, the typical consumer had a 36% recall of those ads. By 1990, the figure had fallen to 8%. In 2007, it was 2.21%. - AC Neilson
fMRI Studies of the brain suggest that logos do not work nearly as well as previously thought. That's why we didn't waste money on ours. Instead, consumers put items in context with ancillary information relating to the brand, such as colors, feel/touch, personal experience, and the story line.
Visual Overload: The visual component of brand advertising is important, but it is overdone. Aromas, sounds, touch, and episodic context can be even more powerful if applied appropriately. Hint: Blasting air freshener everywhere isn't likely to work.
Subliminal Advertising
We turned this Heineken ad upside down for you to illustrate a point-- subliminal advertising is alive and well.
Some retailers use subliminal audio messages in their stores hidden behind music with suggestions such as, "Don't take it. You'll get caught!" and "That would look good on you." Result: Sales are up and theft is down. |
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