09-09-2009: Too Cool May Be Offensive MEMPHIS, TN (WKNO) - Important elements of advertising including an advertisement's being interruptive, fresh, and memorable. These attributes, though, are subjective terms. There are degrees of each. TV commercials that are louder than the programs they interrupt can annoy viewers. Even worse, commercials that are offensive cross the line in order to be "cool." It's great to have cool advertising, but never to offend your potential customers.

John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to http://www.johnmalmo.com. © Copyright 2009, WKNO