• 1660254098644 Basf Ad

    When Advertisers Get It Right. . .

    March 31, 2010

    As a journalist, you will rarely see me waving an ad in a reader's face. While I understand advertising is necessary for the bottom line of any publication, I firmly believe in the separation of editorial and sales. Without this separation, readers would suffer. Advertisers know this and editors know this.

    But as a consumer, I understand that advertising serves another purpose: It introduces me to resources I may not have known about before being exposed to said advertising.

    As a journalist, you will rarely see me waving an ad in a reader's face. While I understand advertising is necessary for the bottom line of any publication, I firmly believe in the separation of editorial and sales. Without this separation, readers would suffer. Advertisers know this and editors know this.

    But as a consumer, I understand that advertising serves another purpose: It introduces me to resources I may not have known about before being exposed to said advertising.

    In order to stand out from the crowd, it behooves advertisers to target the audience. If targeted well, ads serve as great tools for readers. . . and sometimes great visual experiences.

    As I was flipping through the March 2010 issue of Chemical Processing I came across an ad from BASF that made me stop, read and smile. This ad talks to the audience and makes them remember what was said.

    Take a look for yourself:

    BASF_ad

    Have you had a similar great visual experience? If so, tell me about it.

    Traci Purdum
    Senior Digital Editor

    Continue Reading

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