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Tag Archives: Marketing Methods & Providers

Building Web Credibility

The increasing interest in architectural and document presentation standards for the WWW has produced a variety of fascinating research studies from various sources, primarily in academic communities. In particular the Stanford Persuasive Technology Lab of Stanford University has presented the Stanford Guidelines for Web Credibility; this report is the result of an extensive research project spanning over 3 years and 4,500 participants. The report proposes 10 essential qualities or guidelines that contribute directly to the credibility of a web site.

The problem addressed by this report (web site credibility) directly concerns search engine marketing as all such campaigns are essentially an effort directed towards increasing the perceived credibility (and therefore visibility) of a given web site. I have summarized the Stanford Guidelines for Web Credibility below:

1. Make it easy to verify the accuracy of any information presented on your web site. (3rd party support in form of citations.)
2. Show that there exists a real organization behind your web site. (List a physical address.)
3. Highlight the expertise in your organization and in the content and services you provide. (Profile authoritative or expert team members.)
4. Show that honest and trustworthy people stand behind your site. (Find a way to convey trustworthiness through images or text.)
5. Make it easy to contact you. (Build a contact us page with email addresses and phone numbers.)
6. Design your site so it looks professional or is appropriate for your purpose.
7. Make your site easy to use — and useful in a way that is practical to viewers.
8. Update your site’s content often or at least show it’s been reviewed recently.
9. Use restraint with any promotional content. (Ad content should be clearly distinguished from your own content.)
10. Avoid errors of all types, no matter how small they seem. (Typographical errors and broken links hurt a site’s credibility more than most people imagine.)

These credibility guidelines reveal a great deal about internet user behavior and preference. By taking these guidelines into account when constructing your web site as well as adhering to established Hyper-Document coding standards (as defined by the World Wide Web Consortium) you will ensure not only industry credibility, but also future inter-operability with advancing web technologies; two factors, which from an SEO stand point, contribute directly to a web site’s ability to achieve high rankings for it’s targeted search phrases.

For more information on the Stanford Guidelines for Web Credibility please visit The Stanford Persuasive Technology Lab at For more information on hyper-document coding standards please visit the World Wide Web Consortium at

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New Marketing, What Are You Waiting For?

Meatball Sundae
There is a new book out by Seth Godin that gets to the why of New Marketing and explains the 14 trends that go with it. He encourages you to wisely dive in and embrace it. What are you waiting for?

Seth Godin who has written 11 books to date including Purple Cow as well as being an entrepreneur and highly respected speaker has another great book for us to read, Meatball Sundae. I truly enjoyed yet again his getting to the point writing merged with real-life business examples. Godin doesn’t focus on the negative instead he illustrates through words what a company did and what they could have done better and on the flip side what they did and what he thought was amazing about it. He also includes many websites that should be looked over as examples or used in your new marketing strategy. Godin gets into old marketing and new marketing how they differ and why old marketing is not the future or the present. He touches on, The Long Tail theory coined by Chris Anderson which is also one of SEOmoz’s must read books. Godin explains why direct communication with your customers is more important then ever and how one person can effect your business by using direct communication. It’s up to you to make it a positive comment or a negative one.

Quote from Meatball Sundae:

“If the New Marketing can be characterized by just one idea, it’s this: Ideas that spread through groups of people are far more powerful then ideas delivered at an individual.”

This book is written for the busy bee it has an executive summary and gets to the point in only 232 pages.

Seth’s Blog is another good resource to look over and see what point he’s making today or even in the past. I signed up for it about a month ago and have found it to be refreshingly informative and useful. He also has free ebooks which touch on subjects such as website design, blogs and the new web.

In my opinion Godin’s success thus far has come by doing exactly as he preaches and not being knowledge greedy. He focuses on the success of others and doesn’t hold back knowledge because of insecurities; which you’ll find in the business world a lot. People who are so focused on keeping all the best knowledge to themselves in fear of their jobs, let it go. Once you build others up you’ll find they are thankful and want to help you succeed as well. Try it, you’ll be surprised how much more of an asset to your company you’ll become.

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The All Mighty Thank You

When was the last time someone received a thank you note from you? Been a while? Don’t assume that people know you appreciate them or their help. Tell them. You know yourself how much a thank you means — and how good it makes you feel when someone says it. Take the time to thank people no matter how busy you are.

There are countless articles and business tycoons that swear by the mighty thank you note. Management guru Peter F. Drucker, honorary chairman of the Peter F. Drucker Foundation for Nonprofit Management, attributes much of his success in life to his early habit of writing 10 to 12 thank you notes a day. Ken Langone, VC and Home Depot Founder states “The two most powerful things in existence: a kind word and a thoughtful gesture.” Southwest requires it in their hiring criteria, “We look for listening, caring, smiling, saying ‘Thank you,’ being warm.”— Colleen Barrett, president, Southwest Airlines.

There are countless occasions that merit a thank you note such as, a nice to meet you note, a new project from a current client, a vendor that has recently done a great job for you, an employee for a job well done or a presentation they assisted with, for people who refer others to you, etc.

The recent polite trend is a note to clients that have recently switched to your competitor. Thanking them for the time they were with your company and how you hope the change suits their needs, (best to send it 30-45 days after they switch. It gives them time to truly compare the companies and possibly switch back). Also don’t include a sales pitch; keep it short and sweet.

The time and cost it takes to write a thank you note is well worth the effort. The estimated time is about 2 ½ minutes while the cost is estimated at only $1.37 including a stamp at 42 cents. Simply put, “Life is short, but there is always enough time for courtesy.” Ralph Waldo Emerson.

Advised place to buy thank you notes,
vistaprint – I don’t represent them I’ve used them and like their products, customer service and prices.

Article on thank you note etiquette:
American Chronicle

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Twitter for Business: Toy or Tool?

Is Twitter just the newest, shiniest yet useless Web 2.0 toy or a powerful way for your business to connect with your customers?

It’s up to you to answer that. For the last year or so since it launched, I’ve avoided Twitter like the plague. I may be an internet addict and the typical gadget-fixated geek, but I absolutely abhor hype. I avoid news involving Hiltons, I hate myself whenever I use business-speak, and sadly I didn’t go see Braveheart in the theater. All because I avoid hype.

But, for reasons I care to keep to myself, I registered for an account a month ago and haven’t stopped “twittering” since. During my experiment-turned-obsession I’ve noted some implications for businesses both large and small.

What Twitter IsTwitter

If you haven’t used Twitter, then picture a blog- take this one. Now take out all the content on the whole page, but leave the headlines. Twitter is just headlines. Headlines limited to only 140 characters. No pictures, no details, no blathering on and on.

Admittedly, a content-less blog could seem lacking, but posts on Twitter (deemed tweets- yeah, I know) are generally supposed to be answering one question: “what are you doing right now?” Tweets can be submitted and received through the web via either Twitter’s site or instant messaging clients, or using SMS messages on cell phones, making the “right now” part totally accurate.

Now imagine approx. 40,000 people all glued to each other’s tweets with over 1,000 more joining each day. This combination of brevity and immediacy is exactly why Twitter has gripped the internet community.

Why You Should Care

In the most recent issue of Revenue, Sam Harrelson chronicles the impact that Twitter has made in the online affiliate industry as of late.

Brian Littleton, founder and CEO of ShareASale, recently began a “Twitter experiment” with his affiliate network in an effort to judge Twitter’s ability to transform network-to-affiliate communication. Brian announced the experiment both on the ShareASale blog and on ABestWeb and offered affiliates a chance to join Twitter and receive instant updates from him regarding network offers, payouts and other news from his network.

The ShareASale team has attracted dozens of affiliates to its Twitter network since the middle of January. These affiliates are regularly posting and communicating about industry news, offers and their own lives and they have created quite a unique community in just a few short weeks.

According to the article, these Twitter communities become extraordinarily useful at conferences and trade shows, where vendors send out tweets about special limited offers, locate customers and organize meetings. In addition to online affiliates, large companies like BBC, CNN Technorati and online discounter all utilize Twitter to distribute urgent information to their audience.

What Twitter Does:

Twitter creates urgency.
Tweets are about “now.” It is a great tool to announce limited-time offers, breaking news, or respond to a crisis.

Twitter keeps you brief
That 140 character limit may feel like a restraint, but by remaining short and sweet you grab the reader’s attention.

Twitter gets you behind doors
Your audience is eagerly logging in to check tweets from mid-day traffic, during board meetings and even on the toilet.

Twitter generates traffic
Posting a link to your latest blog post on a forum elicits snores, but posting it in your twitter community has impact- that can spread.

Twitter is addictive
The good news is, most of the people following you will check for your posts often. The bad news is you may become hopelessly hooked doing the same.

TwitterSo, is Twitter useful? It definitely has potential. It no-doubt has an addictive quality and is generating the kind of frenzied buzz that blogs did a year or two ago. Whether you use it to build communities and bond with your customers or simply get sucked into posting what you have for breakfast, lunch and dinner- well, how strong is your will power?

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Giving Personality to Your Personas

CrowdEver since reading Call to Action I’ve been in love with the whole idea of personas. We’ve been doing a lot of reading on the topic lately and learning how to create strong personas for each website we work with.

One of the things we’ve been trying to wrap our head around is the concept of writing content for both personas and the personality of site visitors. We battled with this for several days, trying to distinguish properly between a persona and a personality. I was finally able to boil each down into a few words that made it easy for us to see the difference:

Persona = motivation (what the visitor needs, why they are on your site)
Personality = temperament (how they navigate, what they need to see or read to find what they want)

This is just my own interpretation and subject to modification, but for now it does its part in providing easy clarification between the two.


We’re still trying to understand the process of fleshing out personas. What gets included, what gets left out, etc. But what we do understand is that a persona must be developed to meet any particular need that certain users might have before coming to your website. To do this you need to do your research and know your target audience. For some sites this can mean developing a lot of personas to fill a lot of needs, and for others it means a few personas for only a few needs. But regardless of how many user “needs” you need to fulfill your best bet is to boil them all down into no more than a handful of personas.

Here are a few common personas that we’ve developed:

The “how-to” Persona
This person is an information seeker. They are not necessarily looking to buy a product or service, but want to do it themselves. They may be willing to pay for the information they want.

Example: Person goes to a baby products site looking how to properly install a car seat. They may or may not be looking to buy a car seat, but if they find the information they want they could return frequently and become a customer in the future.

The “I care” Persona
These people are usually thoughtful about what it is they are looking for. They are passionate about the topic and want to know more about how your product or service is going to meet their needs.

Example: Person goes to a baby products site looking for a car seat that is safe and reliable. They’ve been reading about the importance of car seats, how to install them properly and want to make sure that the seat they buy for their child will be top quality.

The “Just get it to me” Persona
These people don’t really know what they want. They have a need but are unsure on how best to fill that need. They just want a product or service that gives them the desire result.

Example: Person needs a car seat. To them, all car seats are the same and don’t understand why one is more expensive than the other. They are just looking to get a seat and get it installed so they usually pick the least expensive one. They can be convinced to upgrade, given the right information.

These are just a few that have been rattling around in my brain for a bit and are by no means “perfect” representations of personas. Just part of our ever-evolving persona development guidelines. Take them with a grain of salt.


Personas are not the only thing you need to address in your content. Every persona has a personality and that personality will determine how they find the information that interests them. Each personality will ultimately navigate the site differently. Some require reassurances, some need stats and figures and some just want to find it quickly so they can close the deal and move on.

According to the good folks at Future Now, there are four basic Personality types:

  • Competitive
  • Spontaneous
  • Humanistic
  • Methodical

Using information we have read from them and others we have developed the following guides for reaching these temperaments. Note that the information below is not our original product, has been pulled from other sources, sometimes reworded and occasionally some of our own additional insight has been thrown in.

The Competitive visitor wants to see all their options. He is motivated by curiosity and wants to know all of the possibilities that your product or service offers. A Competitive likes challenges and is very self-driven. He is goal oriented and measures his self worth by determining future success. He wants to win. A Competitive quickly gets irritated with inefficiency and wants effective products that help him achieve his goals. He is also the hardest to sell of all the temperaments.


  • Spontaneous buyer
  • Curiosity driven
  • Goal oriented
  • Appreciates honesty
  • Loyal customer


  • Hardest to sell
  • Dislikes inefficiency and disorganization
  • Impatient
  • Abandons page and sale easily

How to reach a Competitive: Provide him with upfront, honest information. Establish credibility by offering obvious information that tends to be left unsaid. Never make obtuse claims. Demonstrate your product’s value and quality to win a Competitive’s trust. A Competitive is impatient and will not dig very deep for the information so he needs links to credible information and your calls to action must be obvious.

The Spontaneous visitor is a follower of trends. She needs to see that others value your products as well, which provides her assurance in her buying decision. She places a high value on others opinions and fears missing out on a good thing. She also wants new and exciting things. She is motivated by immediate gratification, so it is important to demonstrate excellent customer service even after a sale.


  • Follows trends
  • Feeds on positive opinion
  • Opinion based buying
  • Sold by word of mouth


  • Turned away by negative opinions
  • May suffer from buyer’s remorse

How to reach a Spontaneous: A personalized touch to your site will captivate a Spontaneous. She wants to get as much information as they can, but not necessarily by reading but by skimming each page. Providing your UVP here will draw her into giving more focused attention on your words that will solicit the sell. A Spontaneous likes to see—or follow links to—customer testimonials.

The Humanistic visitor also wants to see your testimonials, but for a different reason. She wants to know who you are and how you can meet her needs, which is most aptly illustrated in how you have helped others. She is interested in the big picture and often puts others needs before herself. A Humanistic fears separation and want to be accepted; therefore, she does not want to choose something that is not supported by a community. Freedom is very important and they do not want to feel “locked in”.


  • Motivated by guarantees and security policies
  • Repeat buyer


  • Scared of commitment
  • Needs constant reassurance
  • Relies too heavily on others’ opinions

How to reach a Humanistic: Provide links to testimonials and your “about us” page. Reassure her with money back guarantees, links to return policies and assurances of security. A personal tone often resonates best with a Humanistic.

The Methodical visitor is the one who read everything on a page. He will simply soak up as much information as possible in order to make an informed decision. A Methodical is an extremely detail oriented, logical thinker. He is a problem solver and fears irresponsible decision making.


  • Feature, not benefit, oriented
  • Does not like fluff
  • Factual based buyer
  • Engaged in content


  • Skeptical
  • Needs specific, detailed information
  • Needs sots of information

How to reach a Methodical: A Methodical needs hard evidence in an organized fashion. He doesn’t care about a personal touch, but rather wants an authoritative voice. The use of graphs and tables impress a Methodical. State simple facts, with very little fluff, as he is already skeptical of any claims that seem too good to be true.

All of the above is still a work in progress for us and I’m certain we’ll be making modifications as we learn more about this process. But this information does provide us with a solid guideline for addressing the needs of our user’s motivations and temperaments. Addressing the right persona with the right temperament in the right place can be tricky. This is especially true on pages with only little content. But these considerations are an important part of creating a document that will drive the most conversions possible.

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How Not to do Business with People Smarter Than You

Would you want to be part of a business network that has to lie to you to get you to join? Me neither. There is no worse way to try to gain legitimacy than to attempt to gain subscribers through illegitimate methods. I recently received an email from a company attempting to do just that. Below is a screenshot of the email I received from a business networking service similar to Linkedin.


Notice here how we started with the Final Notification. Where was the first or second notification. Just jump right into the triple dog dare!Continue Reading

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Conversions? We Don't Need No Stinkin' Conversions!

A few weeks ago I became the proud owner of a 1966 Dodge Charger. Its in good condition but it needs some engine work. Unfortunately, about the only thing I know how to fix in a car is, uh, well… hmmm… I guess I really don’t know how to fix anything in a car. Not a good place to be when you own one of these!

Dodge Charger

Jason clued me in on a few things and suggested I find a Chilton Manual. He said that it will help me learn how to “fix” things. So I immediately put my never-been-grease-stained fingers to work and went to Google to find such a manual.

I performed a search for “chilton manual 1966 Dodge charger.” I figured that would be pretty specific. About halfway down the SERPs page I found two site’s that looked like a good fit.

Dodge Manual Search

The seventh listing down mentions “Chilton” in the title so I clicked that first. I’ve produced an image below, but you really need to click to the site in to fully appreciate the problems with this page.

Dodge Car Stuff

The image above represents the body area of the page, I’ve cut out the header, footer and side nav. What’s great about this page is that it gives you a non-clickable “Start Shopping Here” image with arrows that point to more completely non-clickable images.

I’m sorry. Start shopping where?

Nothing like spending money on a good cloaked page that can’t even lead people to conversions. The best they got is a “Shop by Brand” drop down list on the left.

Sorry. Next. Moving on…

This time I hit the link to

Dodge Auto Warehouse

No cloaking here, but we do get a keyword targeted doorway page. Unfortunately, I’m still required to do some work of my own to find the actual product I want. Unfortunately for them, on my first attempt I used the “shop replacement” search rather than the “shop performance” search. The non-mechanic that I am I really don’t know the difference. Not finding what I was looking for I ended up going to e-bay and found a manual that I was looking for.

We often find ourselves trying to explain to potential clients that we are not a “top ranking factory.” Rankings are great and all, but usability and conversions really do matter. Those that still don’t get that need to think about these two sites. Both have first page rankings, but both have poor usability issues. I’m sure both are getting tons of traffic and even some conversions, but imagine how much better their conversions would be if they provided a more customer-friendly website. It all starts with better landing pages.

All you top ranking seekers, enjoy your traffic! In the meantime, someone who doesn’t even come up on the first page is getting your conversions! Sucks to be you!

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Ready for Motion Print Advertising?

A truly revolutionary breakthrough in graphic media is poised to change the advertising industry forever.

XYZ imaging has developed a completely new visual media; called simply XYZ Media, and according to the firm:
“This remarkable new technology allows you to produce realistic, dynamic pictures that are in full vivid colour with an astonishing three dimensional effect. ”

Holography. According to XYZ, the media can play 6 seconds of 3D motion video and requires no special viewing device. A kind of union between print and film.
XYZ Imaging
Initially we will see this technology used to create full motion 3D movie posters to advertise featured and upcoming films. These would replace the familiar “now playing” and “coming soon” movie posters found in movie theaters.

The potential applications of this technology are almost endless especially in marketing & advertising. What if print ads were able to demonstrate products in action; visually, in full-motion and 3D(!)? How would that redefine the concept of ad space? Business cards, billboards (scary), yellow page ads, brochures, just about every print ad medium could be impacted in a very big way.

There are of course many innovative non-marketing applications which come to mind as well; like assembly instructions for baby furniture or missing person bulletins, even vehicle owner’s manuals.

The possible applications are innumerable. To learn more visit XYZ’s Imaging website

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Superbowl Commercial Recap: 2nd Half

Below is a recap of the commercials that aired in the second half of the Superbowl. I have scored the commercials on a 1-5 system (five being the best and one being the worst) with an occasional zero for total failure.

Commercial: E*Trade
Aired: 5:40 PM (Pacific Standard Time)
Summary: People are in a bank when suddenly the bank employees begin robbing their customers.

Score: 4 – Uses very effective imagery to get the point across that banking with E*Trade is superior than banking at your typical bank.

Commercial: Coke

Aired: 5:40 PM
Summary: guy puts coin in soda machine. We see the coin enter the machine as we enter a fantasy world where we see the process of how a Coke is created bottled and delivered.

Score: Score 4 – Very creative and good use of computer graphics. Overall, just a fun commercial.

Commercial: Bud Lite

Aired: 5:42 PM
Summary: Two gorillas in a zoo talk to each other, plotting on how to hijack the Bud Lite from the delivery guy. As one gorilla tells the plan to the other, the second gorilla is distracted by a women with a camera. On “go,” the second gorilla is smiling for the camera shot instead of hijacking the bud light.

Score: 4 – Fun, original and creative.

Commercial: Revlon Colorist
Aired: 5:43 PM
Summary: Voice over talks about how Revlon has hair color Cheryl Crow would love. The commercial goes through the process of a Cheryl Crow tour discussing her hair and the coloring.

Score: 3 – An upbeat commercial in semi-documentary style. Decent enough but nothing spectacular.

Aired: 5:48 PM
Summary: People in business decked out in armor made of office supplies. They engage in style fighting.

Score: 3 – Clever commercial but I still didn’t get it. It gets a three for use of office supplies (perhaps this would have been better as a Staples commercial).

Commercial: Taco Bell
Aired: 5:48 PM
Summary: Two lions talk to each other about how to pronounce Taco Bell’s new burrito

Score: 3 – Gets the new burrito in front of the audience and the talking lions were cute and all, but ultimately the commercial fell a bit flat. Could have been worse but not great.

Commercial: Van Huesen
Aired: 5:49 PM
Summary: One guy is seen going through different situations of life as his clothes change for the situation.

Score: 2 – A somewhat dry commercial with no real umph behind it.

Commercial: Toyota Tundra
Aired: 5:55 PM
Summary: Toyota truck is seen hauling a heavily loaded trailer up a steep incline and then down a steep incline and able to stop quickly.

Score: 3 – These Toyota commercials are beautifully shot but really lack any kind of substance. The situations the truck is in is silly, but the point does get across.

Commercial: Emerald Mixed Nuts
Aired: 5:56 PM
Summary: Robert Goulet (sp?) is seen terrorizing an office until he spots someone eating Emerald mixed nuts.

Score: 0 – Huh?

Commercial: T-Mobile
Aired: 5:56 PM
Summary: Charales Barkely and Dwane Wady are talking at a restaurant. A waitress comes up and interrupts them.

Score: 0 – Again, Huh? I must have missed something but not interested enough to hit the TiVo back button. Utter failure.

Commercial: Fed Ex

Aired: 5:58 PM
Summary: An office team is seen discussing the name of Fed Ex ground and its reliability. Each member of the team has a particular quirk and name to match. The synopsis is that despite the name Fed Ex Ground is fast.

Score: 2 – Interesting but ultimately a failure in humor and substance.

Commercial: Nataionwide
Aired: 5:58 PM
Summary: Kevin Federline does a rap video. Then flash to Kevin serving up French fries in a fast food joint as he watches the rap on TV.

Score: 1 – I think Nationwide was playing off Federline’s recent divorce from Brittney, having delusions of grandeur and how good insurance could have kept him from having to work at a fast food joint.

Commercial: Bud Lite
Aired: 5:59 PM
Summary: A couple is driving late at night when they spot a hitchhiker with a six pack of Bud Lite. He suggests they pick him up because he has bud to which the wife responds that he’s also carrying an ax. They stop ask him about the ax and he says it’s a bottle opener. Next scene the axe guy is in the back of the car when the coupe spot another hitchhiker carrying a six pack of bud and a chainsaw. When suggesting they should pick him up the ax guy notes that he’s carrying a chainsaw.

Score: 3 – Clever. Good timing with the movie The Hitcher having recently opened in theaters. The humor was simply OK.

Commercial: Jack in the Box
Aired: 6:11 PM
Summary: Jack Jr. is giving a school report with proud mama and papa close buy. He talks about the new Chibatta but then says he doesn’t want to make Chibattas but wants to be a vegetarian. This causes embarrassment to the Jack family as they slink down in their seats. Jack Jr. continues talking about how they brought their dog to the “vegetarian” and he got all better. Mama and Papa are proud once again!

Score: 4 – I typically like Jack in the Box commercials. This isn’t one of their best but it’s a good one with a good play on words. Good use of humor.

Commercial: Budweiser
Aired: 6:14 PM
Summary: Crabs get together and hi jack a cooler of Budweiser. Then as the sun sets over the top they begin to worship the cooler.

Score: 3 – Original and clever, but nothing spectacular here.

Commercial: Prudential
Aired: 6:15 PM
Summary: Voice over talks about rocks as pictures are seen of people enjoying rocks in various settings. Then it talks about “rock solid retirement” with Prudential.

Score: 2 – Several of the pictures of rocks were diamond rings so I thought this was going to be a jewelry store commercial. Good imagery and a good commercial but certainly not a Superbowl commercial.

Commercial: Honda CR-V
Aired: 6:16 PM
Summary: Disco music plays as we see a car dancing to it. Camera goes inside and focuses on the GPS system very briefly then pans back out.

Score: 1 – Nonsensical and meaningless. Nothing there to make we want to even think about purchasing a CR-V.

Commercial: HP
Aired: 6:25 PM
Summary: A computer generated motorcycle guy rides through strange cities with changing backgrounds and riders with him. I thought it might have been a motorcycle commercial but alas it was an HP commercial where “computing is personal.”

Score: 2 – Strange commercial that takes too long to make their point being about their computers.

Commercial: Izod
Aired: 6:26 PM
Summary: Various people are seen enjoying different leisure and sporting activities. You see the word Izod in various places around them.

Score: 1 – I didn’t know what Izod was before the commercial or after it either. If there was a message it failed. If it was jut branding, well, I didn’t care.

Commercial: Budweiser
Aired: 6:26 PM
Summary: A holographic fantasy football game is played between JZ and Don Shula.

Score: 1 – There was some humor that I seemed to miss but the commercial just didn’t do anything for me whatsoever. I had to ask who the “old guy” was in the commercial. Whatever happened to the awesome “Man Law” commercials?

Commercial: Flomax
Aired: 6:33 PM
Summary: Various people in various active situations as voice over talks about prostate cancer affecting a person’s life.

Score: 2 – What else can you expect from a Flomax commercial. Nothing spectacular here but it’s a solid commercial.

Commercial: E*Trade
Aired: 6:34 PM
Summary: Things you can do with one finger: various situations where a finger does the job. Then E*Trade shows you how one finger can manage your investment portfolio.

Score: 4 – Clever and gets the point across. The situations of the finger are funny and interesting as well. Well done.

Aired: 6:39 PM
Summary: Business people in the jungle with their reports and other situations.

Score: 3 – I’m starting to get these commercials a bit. They all tie in to a common theme of surviving work, hence the jungle, survivor-like atmosphere. They still are not all that funny.

Commercial: Honda
Aired: 6:50 PM
Summary: Cars in a desert pass by and between gas pumps (like cones) Voice over talks about handling and reliability and gas mileage

Score: 2 – Point is made but just a boring commercial.

Commercial: Go Daddy
Aired: 6:51
Summary: Repeat of earlier commercial.

Commercial: Snapple Green Tea
Aired: 6:51
Summary: A man hiking up a long hill of steps to a Buddhist temple. He talks about the new Snapple green tea and wanting to get to the top to find out what one of the abbreviations mean (too lazy to TiVo back). He gets to the top and the Buddhists tells him it’s on the back of the bottle.

Score: 4– Clever and semi-funny. Gets its point across about the new Green Tea. I want to try it!

Best commercial of the second half: E*Trade Finger

Best commercial of the game: FedEx Space Office

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