"The Dow of Wow," Casey concluded his motivational speech on the cold March Saturday morning at a quarterly new menu rollout meeting at the Cheesecake Factory. Casey was a man in his late twenties, shaggy hair, rode a cheap motorcycle, never cut his fingernails, and had a hot wife. Hearing the speech that day made every one of the fifteen people present wince; it was full of clichés and bad analogies. He talked about smiles, dress code; everything revolving around presentation.
The menus at the Cheesecake Factory, with many ornate pages, and over 200 menu items, allowed ads, placed by an advertisement agency (who gave the menus to Cheesecake free of charge), put ads for jewelry stores, BMWs, Gucci handbags right where they would do the best job. The clientele consists of wealthy people, and their spoiled kids, who can afford M3s and Luis Vuiton purses. What Casey, The Cheesecake Factory, and the advertisement have in common is that they are all masters of visual and organizational presentation, and the organization of words and ideas to collectively sell an idea, service, or product.
In the September 2005 issue of Motor Cyclist magazine, (restaurants, motorcycles, it is a stretch) one of the cover stories is a comparison of some new motorcycle models, including a BMW, a Ducati, a Triumph, and a Yamaha. Strategically placed between the first and second page of the BMW's article, which just happened to be the magazine's 2005 motorcycle of the year, are two small black pages that take up the bottom third of the magazine's height, and about three fourths of the width.
The target audience for the magazine is males from the age of about 16 to 50, the audience that would be most interested in or own motorcycles. The target audience of the advertisement would be ...