Dot Payne [dotpaynedesign]
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?
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?
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?
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?
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!