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Archive for September, 2009
September 26, 2009 at 4:56 am · Filed under Advertising Media, Interactive Advertising
A periodically fashionable criticism made against advertising is that it manages to work at a subliminal, or subconscious, level, persuading innocent consumers to purchase goods that they otherwise would not. This was first “discovered” by a marketing researcher, James Vicary. In 1957, he conducted an experiment where the flashing of “Drink Coke” and “Eat Popcorn” messages flashed on a movie screen for 1/3,000 of a second, subliminally suggesting to cinema patrons that they should purchase goods at the concession stand. Read the rest of this entry »
September 26, 2009 at 4:40 am · Filed under Advertising Media, Embedded Marketing, Television Commercials
Advertising can express the value of a brand among consumers. A dollar value may be placed against the customer “goodwill” for a brand and be made part of the calculation for how much the parent company is worth financially on Wall Street. The $167 million that Gillette spends on advertising its health and beauty aids reflects the value that consumers place on its products. Read the rest of this entry »
September 9, 2009 at 8:56 am · Filed under Advertising Media
The working relationships of advertiser and agency are similar to a marriage. They require trust, openness, and honesty to work well, and they can founder when there is suspicion, discord, or animosity between the two sides. As both agencies and advertisers have grown bigger, each group has voiced complaints that the other party has grown too impersonal or bureaucratic or unresponsive. These generalizations are hard to substantiate, however; while some advertiser—agency relationships have lasted as little as 3 months, many others have gone on for 50 years or more. Read the rest of this entry »
September 9, 2009 at 8:40 am · Filed under Advertising Media, Television Commercials
As ads are being developed or concepts are tested with consumers, the people working in the media department determine where and when those messages should be placed. In the past, with relatively few media options available (radio, TV, magazines, and newspapers), media’s role was fairly straightforward: Find the most appropriate medium in which to deliver the message, and then choose from the limited number of programs or titles within that medium to find the one(s) most appropriate for the target audience. Read the rest of this entry »
