Advertizing Industry

[winston]

Have you seen the UMW advertizement on CNBC ?

The guy will go on and on about the company, in one monotone voice..

At the end of the advertizement, you dont even know what they are trying to tell you..

"Beyond Boundaries"... perhaps they are trying to tell you that they are expanding overseas. So ?

[winston]

Never a Bad Time to Spend Wisely By Andrew M. Gordon

Splurging in the middle of a recession is a no-no by Wall Street's lights. They're very good at punishing companies that can't rein in spending when the economy goes into a tailspin (like now). The thinking is, a company can't increase sales in a recession and shouldn't try. They can only hope to cut costs to sustain profits. But this particular piece of conventional wisdom doesn't always hold true. In the recession of 1989 to 1991, many companies that dared to spend aggressively on advertising were amply rewarded...

* Jif peanut butter raised ad support and sales went up 57 percent.

* Kraft salad dressings saw a rise of 70 percent.

* Bud Light and Coors Light spent more than the average on marketing, and ramped up sales by 15 percent. (Overall, beer sales were down 1 percent.)

* With aggressive advertising, Pizza Hut sales rose 61 percent, and Taco Bell's rose 40 percent.

At the same time, companies that didn't spend on advertising suffered the consequences. Mickie D's sales went down about 28 percent. Jell-O, Crisco, Hellmann's, Green Giant, and Doritos suffered sales losses of 26-64 percent.

And there are studies that point to business-to-business companies getting good results from spending that supports sales during a recession. During the recession of 1981-82, companies that spent aggressively on advertising averaged significantly higher sales volume not only during the recession but for the following three years.

Investors looking for companies like these can search for them on Yahoo and other financial sites by "sales" or "revenue" (look for increasing sales in the last three or 12 months). Further research will most likely reveal that the money they spent on advertising also went up.

Search engines have no category that tracks spending in support of sales. But I like doing it "backward." In the end, you don't care why sales go up as long as they do. When you hear so-called experts on TV complaining about a company failing to cut back on costs and/or spending, take it with a grain of salt. Smart strong spending in support of sales can help a company grow - even in the worst of times.

This is a good lesson not only for investors but also for small businesses. It comes down to this: Smart spending is always smart, regardless of what the economy is doing. And stupid spending is always stupid. Companies seemingly get away with it when the economy is good. But when it stalls, stupid spending (think auto companies) catches up to them in a hurry.

[winston]

Why Super Bowl Ads Don't Work By Michael Masterson and MaryEllen Tribby

Would you ever consider forking over millions of dollars for an advertisement that barely mentions your product? Of course not. But otherwise shrewd businesspeople do it all the time. The advertising channel we are talking about is television.

Most television advertising is rubbish. And Super Bowl commercials are the worst kind of rubbish - expensive, self-absorbed, and impotent. They are, for the most part, elaborately produced mini-movies, with action-packed plot lines and famous actors and beautiful scenery. We laugh at them. We cry at them. We hold our breath in anticipation. We do everything we do at the movies. But we don't run out afterward and buy the advertised products. In many cases, we don't even know what the products are.

This has been confirmed by recent studies. University of Tampa researchers, working with ad agency Brain on Brand, found that a year after watching Super Bowl commercials, most viewers couldn't remember what products had been promoted. This held true even for those much-talked-about commercials heralded at the time for their originality. In fact, in one case, many subjects thought an ad for FedEx was actually for UPS.

There's some great buying and selling that occurs in the television industry, but it's not the selling that's supposed to take place: between the advertiser and the viewing public. Instead, it's the buying and selling that occurs between the ad agency and the advertiser.

Super Bowl XLIII is just a few weeks away. How many commercials do you remember from Super Bowl XLII?

[iam802]

ads time on Super Bowl for all those fans is actually an opportunity to visit the toilet, pick up more beer, chips etc.

Most pple do not watch ads with the same level of concentration that they had with the game itself.

[winston]

It's Fun to Know: It's Always 10 Minutes Past 10 Somewhere

You probably never noticed - but in ads for watches and clocks, the hands are usually set at 10 and 2. This "smiling" position has the advantage of framing the brand logo. And it's visibly appealing because of the symmetry.

The Hamilton Watch Company started displaying their wristwatches that way in the 1920s, and big names like Rolex, TAG Heuer, and Timex (actually set at 10:09:36) followed suit.

Before then, some watchmakers preferred 8:20 (which is also symmetrical) to 10:10 - but because of the "frown" it formed, it came to be considered a bit depressing.

Of course, the 10:10 rule doesn't make sense for digital devices used to tell time. And, in fact, when the iPhone appears in ads, it's almost always set to 9:42 a.m. - which is when Steve Jobs introduced it to the world at an Apple conference.

(Source: The New York Times)

[kennynah]

what a nice little trivia on time .....

[helios]

innovative using invisible ink ...


16-Jan - Malaysia – Carlsberg has launched a seasonal campaign using a unique temperature activated device on Chinese New Year cans featuring Year of the Ox symbols and its own signature livery.

The cans which feature the Chinese symbol for the Ox transform into the symbol for life when the cans are chilled to the optimum drinking temperature of 6 degrees and the Carlsberg signature swoosh becomes visible.

The trick is achieved via a thermo-chromatic technology ink compound.

Trevor Teo, marketing manager, Carlsberg Marketing said: “This year with lots of research and hard work, we felt that something different could be done. So we added a stroke in the already existing word 'niu', which means ox to 'sheng' denoting life."

The launch of the campaign was supported by print ads in major English and Chinese newspapers which will run throughout the season, in DPS format with the Chinese characters “niu” 牛 on one page and “sheng” 生 in the opposite.

Creative work was conceptualised and executed by Naga DDB - the final effort for the agency which vacated the position to Euro RSCG. OMD handles Carlsberg's media account.

The campaign also includes postings on greeting cards, text messages to Carlsberg's database and has been supported by editorials in the Chinese press, and posters in Klang Valley coffee-shops.


Today, readers of vernacular daily China Press found their newspaper contained in a huge Carlsberg branded envelope.
Teo said 2008 did not seem to have been a positive year for the company and this was the kickstart of a high-spirited Carlsberg, geared up to make a difference.

"Although Carlsberg is the consumer's first choice, we have our rise and fall moments," he told Advertising + Marketing.

Source: Marketing-Interactive.com

[winston]

Two advertizements on CNBC are starting to really bug me:-
1) UMW
2) Jewel Box

they go on and on..

If you are in the advertizing industry, this is not the type of advertizement that you want your audience to see & hear continuosly .. Dont forget that the people who watch CNBC always have their TV on the whole day because they want to catch any breaking news..

Or is it me only that is sensitive to these two TV commercials ? Anyway, I always mute my TV when these two advertizements are on...

[winston]

I almost fell off my chair when I saw the advertizement by Thailand on CNBC ...

"Thailand is now peaceful and stable" according to the new Thai PM

Yeah sure, those Thaksin protesters are now very happy with the "democratic" process in Thailand ?

[winston]

Crackdown on fake TV experts

Actors and other "non-accredited personnel" have been banned from playing medical experts in advertisements for drugs after an internet-led witch-hunt exposed a number of bogus experts, state media reported.

An internet user last month exposed 12 fake experts selling medicine under various guises and names on television stations in eastern Shandong province, sparking an online uproar.

The fair trade watchdog, the State Administration for Industry and Commerce, vowed punishments after hospitals and universities denied any affiliation to the "experts."

REUTERS