A Marketing Mokuso

mokuso /mohk-so/ - Meditation or meeting of the minds. This is an open forum about the world of marketing. Please feel free to visit, comment, or post.

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  • Tuesday, December 05, 2006
    Wall Street Journal: Marketers Seeing Double
    I read an interesting article in the Wall Street Journal's Marketplace section about the use of stock photography for advertisements and the potential for 'seeing double.' It's quite an interesting article and I encourage any marketer that commonly uses stock photography to purchase the article.

    I find it fascinating for a few reasons - but most importantly because it has happened to me. The article portrays situations in which marketing departments purchase images from stock photography websites that could potentially be used by other companies.

    WSJ's first example is truly a marketer's nightmare - two competing companies using the same image with the same context, a situation that happened to Key Bank and Bank of America. Click on the link below to find the entire article.

    When Marketers See Double
    As Digital Libraries Spread The Use of Stock Photography, Some Ad Images Are Recycled
    By Emily Steel, The Wall Street Journal, 1264 words Nov 28, 2006

    They're often willing to use general stock photography for Web marketing. MasterCard Inc., for instance, almost always uses original photography in its "Priceless" campaign which appears on television and print around the world, says Chris Jogis, vice president of U.S. brand development for MasterCard. It likes original images "to best capture the emotion" required for the ad, he says.

    In honor of this posting, I'm adding a new section to my left sidebar in which I link my favorite destinations for stock photography. All these sites are great tools to any marketer and if anyone has others that they would like to see included, feel free to shoot me an email.
    posted by Marketing Sensei @ 7:32 PM  
    • At 3:43 PM, Blogger Cooler Brian said…

      That's a cool article. Who would have known the same guy was managing his portfolio while asking his doctor about Viagra?

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