Correctly placed

Media A cleverly placed advertisement in Der Spiegel once again proved how important the right placement can be, not only in life but also in advertising: reporter Vaughan Smith was hit by a sniper while on assignment in a war zone. Fortunately, the bullet was caught by a well-placed cell phone in his breast pocket. What the Bible has already achieved in several wild west films has now also been achieved by a smart phone as a lifestyle gadget in BBC World News, as the ad proves. An unknown media specialist took the cake instead of the reporter. Just a few pages after the ad for the cell phone with wireless connection to the guardian angels, he placed an advertisement for an equivalent model from Samsung. "Equipped for success" is the headline in this advertisement. One of the clumsiest headlines you can come up with. And yet it hits the viewer right in the heart. Only the right media planning can have such a resounding effect. (pan)