Category: Edward Boches

Restaurants struggle to reach customers with social media

December 26th, 2014 in 2014, Boston Globe, College of Communication, Edward Boches, Newsmakers 0 comments

edwardbochesBoston Globe (subscription required)
Edward Boches, College of Communication

When the weather report first promised snow and then warned of a blizzard one Saturday last winter, the chef and owner of Craigie on Main in Cambridge got busy…

Expert quote:

“The big mistake that most inexperienced marketers make in social media is to blast messages out into a digital void where no one is paying attention and no one cares.They think it’s free advertising. But that is a formula for failure.”

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Ad hominem: Apple’s advertising is always going to get attacked

December 16th, 2014 in 2014, College of Communication, Edward Boches, Newsmakers 0 comments

edwardbochesMacworld
Edward Boches, College of Communication

The holiday season is upon us so you know what that means. It’s time to complain about Apple’s holiday ad…

Expert quote:

“One problem now is that Apple is the establishment. They need to find a new voice.”

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What happened to Apple’s once-great ads?

November 6th, 2014 in 2014, College of Communication, Edward Boches, Newsmakers, San Jose Mercury News 0 comments

edwardbochesSan Jose Mercury News
Edward Boches, College of Communication

It may be time for Apple to “think different” about its advertising…

Expert quote:

“One problem now is that Apple is the establishment. They need to find a new voice.”

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The good, the bad, the ugly of political ads

September 12th, 2014 in 2014, Boston Globe, College of Communication, Edward Boches, Newsmakers 0 comments

edwardbochesBoston Globe (subscription required)
Edward Boches, College of Communication

I have been a bad girl. Maybe I wrote one too many Market Basket columns. My self-imposed punishment: watching political ads for an hour. This was my version of hell on earth, but at least I got paid to endure it…

Expert quote:

“You like this guy. He was opposed to the war, but he served. That’s a pretty good message. Basically, he says, `I accept this isn’t only about me.’ It’s real responsibility.”

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6 Reasons Samsung Should Fear the iPhone 6

September 3rd, 2014 in 2014, Bloomberg, College of Communication, Edward Boches, Newsmakers 0 comments

edwardbochesBloomberg
Edward Boches, College of Communication

The last few years will likely go down as a golden age for Samsung Electronics. While Apple defined the modern smart phone with its iPhone in 2007, Samsung has been growing far more rapidly…

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LETTERS: Success of challenge taps into generous spirit of ‘me’ craze

August 31st, 2014 in 2014, Boston Globe, College of Communication, Edward Boches, Newsmakers 0 comments

edwardbochesBoston Globe (subscription required)
By Edward Boches, College of Communication

Tom Keane makes some good points in his critique of the ice bucket challenge (“Is ‘donate or else’ a good trend to start for charities?” Op-ed, Aug. 24). But he misses this: The challenge was started by a person, not an organization. And he never planned, or dreamed, the challenge would get this big…

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Can Outdoor Art Revitalize Outdoor Advertising?

August 28th, 2014 in 2014, College of Communication, Edward Boches, Newsmakers 0 comments

edwardbochesPacific Standard
Edward Boches, College of Communication

That art you’ve been seeing at bus stations and billboards—it’s serving a purpose beyond just promoting local museums…

Expert quote:

“I think that billboards, if the creative is good, remain a great and effective medium. Why? It’s one of the only public and shared experiences remaining. Given the fragmentation of media (digital, social, on-demand TV), there are few opportunities remaining where we see something at the same time we know others are seeing it.”

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A game of ads: Why violence in advertising is seizing the throne

July 15th, 2014 in 2014, College of Communication, Edward Boches, Newsmakers, Tobe Berkovitz 0 comments

Deseret News
Tobe Berkovitz, College of Communication
Edward Boches, College of Communication

Seven hundred fifty-two stains makes for a lot of laundry. That’s how many stains Tide tallied at the close of Season 4 of HBO’s popular fantasy drama “Game of Thrones” in a Twitter advertisement earlier this spring…

Berkovitz quote:

“Advertising frequently tries to see what it can get away with. That’s the nature of it. You’ve got to get people’s attention. The modern world of advertising is social media. As long as you stay away from social hot-button issues like sexuality or race, you have a better chance of getting away with things.”

Boches quote:

“My mom is probably never going to see this because it’s on Twitter. Another way to look at this is that the likelihood of this being seen beyond ‘Game of Thrones’ audience is slim. Tide is just smart enough to realize there’s a huge number of people watching this show.”

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Apple Is Still Searching for Its Inner Don Draper

June 30th, 2014 in 2014, Bloomberg, College of Communication, Edward Boches, Newsmakers 0 comments

edwardbochesBloomberg
Edward Boches, College of Communication

Over the years, Apple has excelled at tasks that are typically outsourced to consultants, such as public relations and product design. So far, its decision to bring advertising in-house is not faring as well…

Expert quote:

“Apple’s best advertising always had something to do with a rival — IBM, or Microsoft, or in the case of Think Different, mediocrity. These ads just feel a little too soft, too safe.”

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Apple Shifts TV Ads In-House as Chiat\Day Rift Widens

June 4th, 2014 in 2014, Bloomberg, College of Communication, Edward Boches, Newsmakers 0 comments

edwardbochesBloomberg
Edward Boches, College of Communication

Apple Inc. (AAPL) has shifted to producing more of its own television advertisements instead of relying on agency TBWA\Chiat\Day, underscoring how the longtime partnership responsible for the company’s most memorable ads is fraying…

Expert quote:

“More often than not, great ads come from a single confident decision maker making gut calls, not from someone with a paid title. This could be a reflection of a customer that doesn’t know what they want, or doesn’t know how to make a decision.”

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