advertisement Tag

So good to see you here - out on this limb, so far above the ground. Nice to have company. Don't jiggle, people. It's not that strong a limb. I've asked you all here to discuss the business of names in the photo trade - or more specifically, brand names. You may all be a little surprised to learn that each one of you has a brand name. You might not have it printed on the outside of your package or plastered on the back of a bus, but it is there for people to see nevertheless. And this applies to you whether you are making pictures for money, love, or to crush your enemies and drive them before you. The outright professional workers who run a business and sell a product have long recognised this. The smart ones make sure that everyone in town recognises them. They pay out a great deal of money to appear on the backs of buses and in as many publications as they can. Aside from the law court reports, nearly any publication is good news. They...

Every couple of weeks I am tasked with writing an advertisement for our local daily newspaper - it goes into a section entitled " Market Place".The criteria for the products featured are price, providence, and practicality. It can be quite a complex choice: a. No good trying to sell a multi-thousand dollar item in a small column - the people who are going to enter into a large camera system or select a premium-quality lens are going to do it with a great deal of care and research. Trying to sell a Leica in a one column ad would be like trying to sell a Ferrari sports car in the back of a comic book.The item selected needs to be affordable by a large number of people. People who read newspapers...

Whet the knife and boil the oilSomeone here has screwed up royal.Grab a throat and twist it tightThe advertisement is not right.If you read the newspaper today you may be astonished to see that 24-70 mm lenses from Canon and Sigma are at an all-time low price. An eye-poppingly low price. An unsustainable send-us-to-the poorhouse price. It is not just a clever marketing ploy by devious minds. It is a monumental proof-reading mistake by tired minds. The first casualty of Christmas 2013.This is in the true Australian tradition of something coming seriously adrift around the 25th - you'll remember the ILLAWARA and the Tasmanian bridge and Darwin and the cyclone and all the bushfires. Well, this is the Camera Electronic Christmas disaster.Don't contribute money to the Red Cross for us - no-one is homeless yet. We are about to have a couple of days of irate phone calls but we are trained in how to handle these; we burst into tears and howl like husky dogs. It seems to work.The REAL PRICE of the lenses:1. Sigma 24-70 lens    RRP...