Interview with:Dot Payne [dotpaynedesign]
ADVERTISING
 | What is your specialty: creativity, contact, or research? Direct Response Design, Print and Web Design |
| Please list some brand names or clients that you have worked for. Oreck Corporation, National Liberty, Consumers Union, Wildlife Conservation Society |
| Have you got a blog or web page? http://dotpaynedesign.com |
| What do your clients value more, strategy, creativity, design, or return of investment? My clients are more interested in response as a result of strategy and targeted design. |
| The word 'creativity' is much-used in advertising, yet most commercials are annoying, why is that? The "screaming" ads are annoying but everyone knows the products they push... so they are successful. |
| How do you respond to the classic quote, "I love the idea, but right now's not the time"? There will be a "right time" in the near future. |
| What brings you the most satisfaction: when your advert pleases your boss, your client, your friends, or your mother? When the ad pleases me AND my client...and then becomes the winner. |
| How do you see the transition between traditional advertising and online advertising? As more and more people accept internet advertising... it will have more impact. |
| Are people in advertising paid too much? no |
| Is advertising merely spam? Advertising is a means to get out information on products and services to those who may need them... It is only spam if the target are off the mark. |
| Have you ever felt cheated by adverts? no |
| What is your favourite thing about working in advertising and what is your least favourite? I love creating a great ad that works well...
My least favorite is having a new client that does not know what it takes to create the perfect ad. |
| Brand names as generators of content hardly ever have success: is the online world different in this sense? Brand names are only generators if the end used perceived the product or service will be of better use to them than a generic name. |
| Does the public buy the product or the product image? Both but really what the product can do for them. |
| IMPACT! Is this the main scale for judging the work of an advertising professional? YES! |
| What are the main mistakes clients make in judging creativity? Not knowing their audience and their needs... |
| Is it possible for someone in advertising to communicate well with people of other generations or cultures not their own? YES. They should be able to communicate with everyone. |
| Is a political candidate the same as a product? Definately! and each one is a "brand". |
| How do you explain the way in which some brands have been able to expand so widely and rapidly without advertising? Are the laws of marketing changing? I believe they all had to grow from advertising - either traditional or word-of-mouth. |
| What advice would give to someone who wants to join the ranks of advertising? Be open to EVERYTHING! |
| 
420 visits Whohub
Dot Payne
New York
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