Prof. Lehrer's Blog

Would you use more spices if you knew how healthy they were?

2012-01-26T09:46:00.009-05:00

In 2007, The New York Times magazine section featured an article by Michael Pollan, entitled Unhappy Meals. It was a game changer for me.

I was particularly blown away by this list of the antioxidants that are found in garden-variety thyme -- 4-Terpineol, alanine, anethole, apigenin, ascorbic acid, beta carotene, caffeic acid, camphene, carvacrol, chlorogenic acid, chrysoeriol, eriodictyol, eugenol, ferulic acid, gallic acid, gamma-terpinene isochlorogenic acid, isoeugenol, isothymonin, kaempferol, labiatic acid, lauric acid, linalyl acetate, luteolin, methionine, myrcene, myristic acid, naringenin, oleanolic acid, p-coumoric acid, p-hydroxy-benzoic acid, palmitic acid, rosmarinic acid, selenium, tannin, thymol, tryptophan, ursolic acid, vanillic acid. One can only imagine that there is a similar list for every herb and spice nature produces. (Pollan, 2007)

I decided to go all in and eliminate processed foods from my diet and began cooking from scratch, often using fresh herbs and spices in my vegetable sauces. But even if you don’t want to go to that extreme, you can still sprinkle some oregano and garlic on a slice of pizza and be healthier.

McCormick the spice and seasonings category leader thinks you should do just that. And after 123 years of focusing on the ability of spices to add flavor (yes, they do that too) they are now pointing out a myriad of ways you can use spices to up the health factor of whatever foods you currently eat. (Schultz, 2012)

That sure sounds like a successful strategy to me. What do you think? Will you add some pepper to your scrambled eggs?

Pollan, M. (2007, January 28). Unhappy Meals. New York Times. Section 6, Column 1, Magazine, Page 38

Schultz, E.J. (2012, January 22). Spice Maker McCormick Sprinkles Health Messages Into Marketing. adage.com. Retrieved January 25, 2012, from
http://adage.com/article/news/mccormick-sprinkles-health-message-marketing/232274/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage

Would you create a video to get a lifetime supply of anything?

2012-01-19T18:23:00.001-05:00

Pepsi has just announced a new contest in search of their most passionate fans. This is how it works. You create a :60 second video expressing your passion for Pepsi MAX. Two lucky winners receive a lifetime supply of soda, defined as one 12-pack every two weeks. I wonder what the odds of winning are. Frankly it sounds like a lot of work to me, unless of course you are drinking far too much of the stuff for it to be healthy, in which case six cans a week probably won’t do it for you.

Of course you will also need to “like” the brand on Facebook and fill out an application. And if you want your friends to vote for you, they too will need to “like” the brand on Facebook and register to vote. No wonder Pepsi likes this idea. (Lukovitz, 2012)

Selected videos will run at the NFL Experience, so I suppose it would be a kick if you are going to the Super Bowl, and your video makes the cut. But for everyone else it sounds like you and your friends will be surrendering a fair amount of personal information for no reward. Shouldn’t a discount coupon for everyone who plays be part of the deal? Will you play either way?

Lukovitz, K. (2012, January 14) Pepsi MAX Video Contest Seeks Passionate Fans. mediapost.com. Retrieved January 18, 2012, from

http://www.mediapost.com/publications/article/165786/pepsi-max-video-contest-seeks-passionate-fans.html?edition=42227

If you thought the primary online gamer was a teenage boy – you need to think again.

2012-01-12T10:45:00.002-05:00

According to a new survey from Harris Interactive, 55% of online gamers are female. And 64% of them are over age 35. (Padberg, 2011)

Wow, I’m surprised, are you?

61% play between 8 pm and midnight, and 58% play to alleviate boredom, while 61% play to relieve stress.

Who knew?

Padberg, N. (2011, December 19) Online Female Gamers Are Over 35, Have More Sex Than Non-Gamer Women. mediapost.com. Retrieved January 11, 2012, from
http://www.mediapost.com/publications/article/164403/online-female-gamers-are-over-35-have-more-sex-th.html

The Force Was With the Best Ad of 2011.

2012-01-05T10:31:00.001-05:00

Amid stories that the cost for a :30 spot in the sold out 2012 Super Bowl is $3.5 million, comes concern that the size and diversity of the audience, which was 111 million last year, necessitates lousy advertising. (Baskin, 2012)

I share that opinion. When you try to talk to everyone, you inevitably end up speaking to no one.

But there are exceptions to every rule, and last year Deutsch/LA proved that it was possible to create a car ad that even a Manhattanite could love. My choice for ad of the year is VW’s “The Force.” This charming effort which makes excellent use of storytelling techniques and hinges on a key consumer insight – parental love knows no bounds – not only succeeded in dominating the post-game discussion, it actually sold cars! In fact, Volkswagen says that the new VW Passat had more sales in its first two months in the market than the last Passat model sold in all of 2010. Wow! (Vranica, 2011)

Not coincidentally it was also the most viewed ad on YouTube with 45 million views. In case you forgot how effective it was, you can take another look. And here’s to hoping that this year’s game brings some equally pleasant surprises.

http://www.youtube.com/watch?v=OrDU8K63hbo

Baskin, J. (2012, January 3). The Industry’s Super Bowl Stumble. adage.com. Retrieved January 4, 2012, from
http://adage.com/article/cmo-strategy/advertising-industry-s-super-bowl-stumble/231874/

Vranica, S. (2011, December 27). Thumbs Up for Mini Vader: Best and Worst Ads of 2011. wsj.com. Retrieved January 4, 2012, from
http://online.wsj.com/article/SB10001424052970204058404577108861568521248.html?KEYWORDS=the+best+and+worst+ads

Different diet plans for NFL and NBA fans; why not?

2011-12-29T09:10:00.006-05:00

It all started with a consumer insight – men were trying to lose weight just like women. But, of course men don’t diet, they get in shape! Enter NFL Quarterback Dan Marino (circa 2006) as the new Nutrisystem spokesperson – just for men. The company’s success, approximately 25% of their business now comes from men, (Mahoney, 2011) inspired Weight Watchers to follow suit, and last spring they ran their first men’s-only campaign partnering with the NBA. (Schultz, 2011)

Now both companies are updating their campaigns with new spokespeople, while sticking with their fan bases. So it’s Terry Bradshaw (NFL) for Nutrisystem versus Charles Barkley (NBA) for Weight Watchers. (Janoff, 2011)

Whose fans will lose the most weight? Maybe they should have a contest!

Mahoney, S. (2011, December 28) Softer Diet Industry Guns For Tubby Men. mediapost.com. Retrieved 2011, December 29, from
http://www.mediapost.com/publications/article/164882/softer-diet-industry-guns-for-tubby-men.html?edition=41687

Schultz, E.J. (2011, April 22) Weight Watchers picks a new target: men. adage.com. Retrieved 2011, December 28, from
http://adage.com/article/news/weight-watchers-picks-a-target-men/227155/

Janoff, B. (2011, December 26) Charles Barkley Vs. Terry Bradshaw: Pro Athletes Line Up For Battle Over Waistland. thebiglead.com. Retrieved 2011, December 28, from

http://thebiglead.com/index.php/2011/12/26/charles-barkley-vs-terry-bradshaw-pro-athletes-line-up-to-lose-weight/

How can we create anti-obesity advertising that works?

2011-12-22T15:58:00.003-05:00

Given my strong belief that advertising can be used for the greater good, I have been following attempts to combat obesity with advertising closely. This particular ad baffled me. Since no one is actually going to walk from Queens to Manhattan (unless they are taking part in the NYC Marathon), I can’t help but wonder why anyone thought this would be motivating.

Well, it appears that I missed a recent study published in the American Journal of Public Health. The study tested three different messages about sugary drinks on teens. The first two – “A typical bottle contains 250 calories,” and “This bottle contains about 10% of a teen’s recommended daily calories,” reduced the odds that teens would buy sugary drinks by 40%, while the final message – “You have to jog 50 minutes to burn off the calories in this drink” reduced the odds by 50%. (Wilson, 2011)

It seems likely that this study led to the above ad. Yet, the phrasing in the study was clearly easier to grasp than the wording in the ad above.

But perhaps the more important finding is that all the messages yielded encouraging results. It reminds me of the broccoli tv advertising test, which I wrote about here…

http://pjlehrer.blogspot.com/2010/12/yes-advertising-can-sell-broccoli.html

But I still think that we can do better. Given that 67% of women want to lose weight, why not try a positive approach? (Clark-Flory, 2008)

How would you respond to an ad that says “eliminate one sugary drink a day from your diet and you will lose 12 pounds in a year?” I think it would get my attention.

Wilson, J. (2011, December 15) Teenagers buy fewer sugary drinks with posted calorie count. cnn.com. Retrieved December 21, 2011, from
http://thechart.blogs.cnn.com/2011/12/15/teenagers-buy-fewer-sugary-drinks-with-posted-calorie-count/

Clark-Flory., T. (2008, April 25) Study: Most women “disordered eaters”. Self Magazine. Retrieved June 14, 2009, from

http://www.salon.com/mwt/broadsheet/2008/04/25/eating/

Blanchard, K. (2011, December 6) Weight loss research 2011: Top findings for a healthier New Year. emaxhealth.com. Retrieved December 21, 2011, from

http://www.emaxhealth.com/1020/weight-loss-research-2011-top-findings-healthier-new-year

Can Microsoft make your holiday flying experience happier?

2011-12-15T12:38:00.001-05:00

12/15/11

We all know that airport travel has become increasingly difficult since 9/11 and if you’re like me, something to be avoided whenever possible. I once suggested that marketers who recognize this new reality and attempt to improve my flying experiences would have my undying gratitude. Apparently Microsoft heard me.

Starting this week they are partnering with Southwest Airlines for “The Picture Perfect Holiday” campaign. The Santa’s workshop displays include Santa (or a reasonable facsimile), a holiday backdrop and an interactive kiosk. Once visitors have their photos taken with Santa, a helpful “Windows 7 elf” will show them how to edit, share, print or store shots using Windows products. (Greenberg, 2011)

It sounds like fun to me. What about you? Will you check it out after you put your shoes back on?

Greenberg, K. (2011, December 12). Microsoft Santa Experience Lands At Airports. mediapost.com. Retrieved December 12, 2011, from

http://www.mediapost.com/publications/article/164044/microsoft-santa-experience-lands-at-airports.html

Have you used a mobile coupon at a QSR?

2011-12-08T10:30:00.000-05:00

12/8/11

As mobile couponing continues to grow, a new study of 9,000 QSR campaigns has yielded some interesting data. For instance, the most popular offer is BOGO, i.e. buy one get one free, with 70% of those surveyed preferring it, while 22% wanted price discounts and 6% opted for “free with purchase” promotions.

Also interesting was the fact that weekday time sensitive promotions fared the best. So if you want someone to buy dessert, send them a coupon at 3:00 pm on a Wednesday.

Social media is proving to be a good way to build lists, with 10% of prospects coming through online channels. But, refer a friend programs are still better performers, adding 21% to subscriber lists. (Walsh, 2011)

So, what about you? Do you use mobile coupons, and do you have an offer preference? Did you join the list via social media, or were you referred by a friend?

Walsh, M. (2011, December 5) Restaurant Industry Serves Up Mobile Offers. mediapost.com. Retrieved December 7, 2011, from

http://www.mediapost.com/publications/article/163426/restaurant-industry-serves-up-mobile-offers.html?edition=40893

Time is running out if you want to buy Coke in a white holiday can…

2011-12-01T11:21:00.004-05:00

12/1/11

For the first time ever the folks at Coca-Cola decided to put regular Coke in a white can for the holidays. Reaction has been swift and negative. Unhappy drinkers said the can looked like Diet Coke and confused them. Others said it tasted differently. And still others thought that messing with an icon was sacrilege.

Apparently the people at Coca-Cola failed to observe the Tropicana packaging fiasco closely enough. Their redesign elicited similar negative comments, and I couldn’t distinguish my favorite ruby red grapefruit juice from the other flavors. Ultimately they experienced a 20% drop in sales before they went back to the original packaging. I think they may still be suffering as my local supermarket continues to offer deals for points on their brands.

While Coke rushes out traditional red cans to the store, I want to know what you think. How central is packaging design to your decision-making? Can you think of a time when it either encouraged or discouraged you from making a purchase?

Esterl, M. (2011, December 1) A Frosty Reception for Coca-Cola’s White Christmas Cans. wsj.com. Retrieved December 1, 2011, from
http://online.wsj.com/article/SB10001424052970204012004577070521211375302.html?mod=WSJ_business_whatsNews

Do you cook? Why?

2011-11-24T11:40:00.009-05:00

11/24/11

HAPPY THANKSGIVING!!!

According to a new report from Mintel, home cooking is on the rise due to variety of reasons including: economizing, healthier eating (51%), trying new things (56%), exploring foods from other cultures (27%), expressing affection for friends and family (48%), and bonding with children (41%).

Not surprisingly, some of the variation can be traced to generational differences, with Boomer cooks more interested in health, and Millennial cooks feeling sophisticated and smart, not to mention superior to their peers. (Lukovitz, 2011)

I just made a date to bake chocolate chip cookies with my niece and nephew. What about you? What’s your motivation for cooking?

Lukovitz, K. (2100, November 21). Healthier Diet Is One Big Home-Cooking Driver. mediapost.com. Retrieved November 22, 2011, from

http://www.mediapost.com/publications/article/162746/healthier-diet-is-one-big-home-cooking-driver.html?edition=40489

What are they selling?

2011-11-17T11:24:00.001-05:00

11/17/11

Diet program Jenny Craig has parted ways with Valerie Bertinelli. Maybe they got too many questions about how much plastic surgery was involved in Val’s new look. In her place they have hired 41–year-old Mariah Carey who just shed 30 post pregnancy pounds using their nutritionist and workout plan. They have also shortened their name to “Jenny.” (Jaslow, 2011)

But check out this introductory commercial. The funniest comment about it on adweek.com comes from Wayne Best who says: “If I hadn’t read the article I would have thought it was an ad for an escort named Jenny.” (Bazilian, 2011)

http://www.youtube.com/watch?feature=player_embedded&v=zz-kuq1KsXo

I agree. How about you? Does it make you want to buy something?

Bazilian, E. (2011, November 11). Ad of the Day: Jenny Craig. adweek.com. Retrieved November 17, 2011, from
http://www.adweek.com/news/advertising-branding/ad-day-jenny-craig-136484

Jaslow, R. (2011, November 10). Mariah Carey touting Jenny Craig after losing 30 pounds. cbsnews.com. Retrieved November 17, 2011, from http://www.cbsnews.com/8301-504763_162-57322303-10391704/mariah-carey-touting-jenny-craig-after-losing-30-pounds/

Can pantyhose make a comeback with this ad?

2011-11-10T09:04:00.001-05:00

11/10/11

After 15 years of declining sales (and no television advertising support), pantyhose sales have stabilized. So Hanesbrands, maker of L’eggs has decided the time is right to introduce the product to a new audience. (Copeland, 2011)

This tv commercial first ran in the spring and is now scheduled for a more robust airing this fall. Take a look and see if you think this will convince a new generation of women to buy pantyhose.

http://www.youtube.com/watch?v=dDn3D0RhUKY

Copeland, L. (2011, November 8) The End of Pantyhose? slate.com. Retrieved November 9, 2011, from

http://www.slate.com/articles/double_x/doublex/2011/11/are_kate_middleton_and_a_new_l_eggs_ad_enough_to_save_pantyhose_from_certain_extinction_.html

Isn’t a “Healthy-Eating Cruise” an Oxymoron?

2011-11-03T09:33:00.000-04:00

11/3/11

In what has to be one of the oddest partnerships I’ve heard of so far, Rodale, publisher of the best-selling book “Eat This, Not That!” has partnered with Celebrity Cruises to offer a new series of interactive onboard activities themed around healthy eating choices. These include an interactive trivia game, cooking and mixology demonstrations, and enrichment talks by experts. (Irwin, 2011)

Supposedly consumers have been clamoring for fitness-theme cruises because they are very health-conscious. Really? I thought cruises were all about gluttony, with 24-hour all you can eat options abounding.

Does this sound like an idea that can work, or is this just an attempt to shed unhealthy perceptions of cruising? Would you go on a healthy-eating cruise? Would anyone you know?

Irwin, T. (2011, October 25). Celebrity Cruises, Rodale Join for Wellness. mediapost.com. Retrieved November 2, 2011, from
http://www.mediapost.com/publications/article/161025/celebrity-cruises-rodale-join-for-wellness.html?edition=39555

Did you listen to a radio ad last week? Me too.

2011-10-27T11:15:00.002-04:00

10/27/11

I have often said that radio deserves more respect than it gets from advertisers who are embracing new technologies at the expense of those that have stood the test of time.

Now comes word that radio has added an additional 1.7 million listeners in the past year. That means that 93% of the U.S. 12 and up population is tuning in on an average week. Furthermore, the growth is attributed to younger people, with 12-17 year old listeners up 36% and 18-34 year-olds up 80%. Radio’s diversity is increasing as well, and the medium is now reaching 93% of African-Americans and 95% of Hispanics. (Loechner, 2011)

So that begs the question, are you a listener? Have you thought about using radio to reach teens before? Will you now?

Loechner, J. (2011, October 21) Anybody Listening? mediapost.com. Retrieved October 26, 2011, from

http://www.mediapost.com/publications/article/160571/anybody-listening.html

Have you played a game with ALDO yet?

2011-10-20T10:28:00.000-04:00

10/20/11

Last month ALDO shoes launched a trio of online games in conjunction with its fall campaign, themed “Get Lucky.” While anyone can enter the daily drawing to win free ALDO shoes for life, those who win all three games will receive a 15% off coupon. (Corr, 2011)

Have you already heard about the promotion? Did you play the game? Will you? The promotion run through the end of December so there’s still plenty of time to play.

Corr, A. (2011, September 19) Get Your Game On: ALDO Shoes Sponsors Contest With ‘A Lot of Sole’ mediapost.com. Retrieved October 19, 2011, from

http://www.mediapost.com/publications/article/158832/get-your-game-on-aldo-shoes-sponsors-contest-with.html

Welch Decides Less is More.

2011-10-13T09:08:00.000-04:00

10/13/11

After running a very successful campaign featuring food expert Alton Brown, Welch’s 100% Grape Juice has decided to try a different approach. While Alton’s scientific approach was a big hit with highly-health conscious consumers (sales rose 20% when the campaign ran) it did not resonate with average moms.

Instead, post campaign research showed that most moms were looking for simple solutions to keep their families happy and would tune out if messaging was too complicated and clinical. (Lukovitz, 2011)

I am reminded of a story Malcolm Gladwell told about Sesame Street in his book Blink. He made the point that children will stick with a story until it begins to bore them. I remember thinking that it was probably the same with adults.

Do you agree? Do you watch long form videos on the net, and make it all the way to the end? Have you ever read all the body copy in a print ad? Or do you prefer the 140 character limitation of Twitter?

Lukovitz, K. (2011, October 7) Welch’s Simplifies Its Benefits Messaging. mediapost.com. Retrieved October 12, 2011, from

http://www.mediapost.com/publications/article/160146/welchs-simplifies-its-benefits-messaging.html

Will a remake help Ivory Soap float?

2011-10-06T11:10:00.001-04:00

10/6/11

Ivory soap was launched in 1879, so I guess it is a bit overdue for a makeover. But perhaps the timing was influenced by a new study from NBC Universal which indicated that moms these days are into simplicity and traditionalism. (Forbes, 2011)

Interestingly, few of them (only 4%) actually have traditional homes, but 49% say they would like to. So, it’s an aspirational goal more than a reflection of reality. But who better to capture the spirit of the moment than the soap that’s so pure it floats?

While the new advertising campaign will focus on value and simplicity, it appears that the messaging will take an emotional approach – “featuring simple truths about soap and life in general.” (Greenberg, 2011)

Since Ivory currently has a 5.8% market share, there’s plenty of room for growth, and if they are well-priced then they will undoubtedly take advantage of the middle class rush to less expensive products. But do we really think that advertising can spur sales of something as basic as soap? And will this approach do the trick?

Forbes, T. (2011, October 5) P&G Floats A Makeover For Ivory. mediapost.com. Retrieved October 5, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=159948&nid=125164

Greenberg, K. (2011, October 5) Panel, P&G Focus On Mom’s Desire For Tradition. mediapost.com. Retrieved October 5, 2011, from

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=159884&nid=

Will Free Coffee Payout For 7-Eleven?

2011-09-29T12:59:00.000-04:00

9/29/11

Apparently September 29 is National Coffee Day. (Who knew?) In honor of the event selected 7-Eleven stores will be offering free medium-size coffee from 7 a.m. – 11 a.m. (Irwin, 2011)

Free is a good deal for consumers – who will be saving an average of $1.50. But does it work for 7-Eleven? When you go for your free coffee will you buy something else too? And perhaps more importantly, will you become a regular customer of 7-Eleven going forward?

Irwin, T. (2011, September 27). 7-Eleven Offers CofFREE Day, Facebook Game. mediapost.com. Retrieved September 28, 2011, from

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=159395&nid=131587

Guaranteed satisfaction and free shipping? Sign me up!

2011-09-22T12:43:00.001-04:00

9/22/11

L.L. Bean, founded in 1912, has always guaranteed 100% consumer satisfaction – no questions asked. I know because I once returned something I bought from them. Based on my experience, only a few other retailers offer the same guarantee – B&H Photo and Bloomingdales. Not coincidentally these vendors are my favorites and I use them for my purchases whenever appropriate.

Now comes word that L.L. Bean is about to start a new campaign offering free holiday shipping. (Mahoney, 2011) Good for them. A recent study from Kantar Media shows that 77% of respondents say that free shipping would encourage them to make online purchases, while 60% say they would avoid purchasing products online if they have to pay for shipping. (Loechner, 2011)

So what do you think? What motivates you more, fewer hassles or free shipping? Will either cause you to change your selection of preferred vendors?

Mahoney, S. (2011, September 16) L.L. Bean Rolls Out New Ad Campaign. mediapost.com. Retrieved September 21, 2011, from

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=158735

Loechner, J. (2011, September 22) Email And Fee Shipping Woos Online Shoppers. mediapost.com. Retrieved September 22, from

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=158777

Will making the VW Beetle more masculine sell more cars?

2011-09-15T09:58:00.003-04:00

9/15/11

In a few weeks a new version of the Volkswagen Beetle will be launched with great fanfare. Since the announcement of the impending launch was made back in April, much of the discussion surrounding the car has been about the fact that the 1998 version had a reputation as a girls' car, and that conventional wisdom says that girls' cars don’t sell. (Forbes, 2011)

Excuse me? According to women-drivers.com, women buy more than half of new cars in the US, and influence 80% of all car purchases. (M2W, 2011) A study done by R.L. Polk & Co. in March showed that over the past four years the number of women buying cars has steadily increased and car purchases by African-American, Asian and Hispanic women are up 4.7% versus year ago. (Tokic, 2011).

Not to mention the fact that I have long suspected that the reason Cadillac was the only car to show sales increases during the recession was due to their brilliant female-focused ad.

http://www.youtube.com/watch?v=4DfGknbfFYE&feature=related

So what do you think? Is a focus on men going to be a winning strategy for VW?

Forbes, T. (2011, September 12). VW Hopes Men Will Catch The Bug. mediapost.com.

Retrieved September 14, 2011, from

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=158294

M2W. (2011, April 13). Fast Facts. m2w.biz. Retrieved September 14, 2011, from

http://www.m2w.biz/fast_facts.php

Tokic, A. (2011, March 30). Report: African-American, Asian and Hispanic Women Driving Auto Sales. autoguide.com. Retrieved September 14, 2011, from

http://www.autoguide.com/auto-news/2011/03/report-african-american-asian-and-hispanic-women-driving-auto-sales.html

Will targeting supporters of veterans sell more beer?

2011-09-08T08:30:00.002-04:00

9/8/11

Miller High Life is just wrapping up a summer promotion designed to donate up to $1 million to veterans and their families. The promotion, which involves the collection of specially marked tabs and bottle caps, ran last year at grocery and convenience chains for easier implementation. According to the company, brand awareness and sales both increased.

As a result this year the campaign was expanded to reach 30% more people, and moved to bars where experiential marketing could be added to the mix. (Odell, 2011)

So what do you think? Will it be successful? Would you switch beer brands to support Iraqi vets?

Odell, P. (2011, August 22) Case Study: “Give a Veteran a Piece of the (Miller) High Life” promomagazine.com Retrieved September 7, 2011, from
http://promomagazine.com/eventmarketing/miller_high_life_retail-event_marketing0822peo3/

Not your father’s grandfather.

2011-09-01T10:04:00.003-04:00

9/1/11

Today’s grandparents are not old. They are Baby Boomers between 45 and 64.

And, they are a growing target. In 2010, there were 65 million of them, by 2020 one in every three adults will be grandparents, and they will number 80 million.

They represent 60% of the nation’s income. And their spending is increasing too. In 2009 they spent $7.6 billion on things like infant food, equipment and clothing, toys games, and tricycles… a 71% increase since 1999. (Mahoney, 2011)

Ignore them at your own risk.

Mahoney, S. (2011, August 31). The New Grandparent: Younger, Richer, More Giving. mediapost.com. Retrieved August 31, 2011, fromhttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=157724

Goodbye King. Hello Mom’s.

2011-08-25T09:30:00.001-04:00

8/25/11

For the past several years, Burger King has focused their advertising efforts on fast food’s heavy users, i.e. men 14-24, using the creepy king mascot to capture their loyalty. Unfortunately the strategy seems to have failed as same-store sales were down 5% in the second half of 2010, and 6% in first quarter 2011.

So, it’s time for a new target and a new approach. Focusing on food quality could appeal to both the core target and moms since healthy eating is now becoming more of a priority across all demographic groups. But will adding guacamole to the whopper really do the trick? Does that make it healthier or just more fattening?

Right now perceptions of BK’s food quality lag behind McDonald’s, Subway, and even KFC. So, they have a challenge ahead of them. But what I really want to know is why did they stick with the king as long as they did?

Walker, E. (2011, March 30). Burger King faces continued declines in sales, profits. miamiherald.com. Retrieved August 24, 2011, from
http://www.miamiherald.com/2011/03/30/2142096/burger-king-faces-continued-declines.html

Horovitz, B. (2011, August 19) Burger King freshens fast-food image, kicks King to the curb. usatoday.com. Retrieved August 24, 2011, from
http://www.usatoday.com/money/industries/food/story/2011/08/Burger-King-freshens-fast-food-image-kicks-King-to-the-curb/50046768/1

Don’t Mistake Engagement for Purchase Intent.

2011-08-19T09:08:00.000-04:00

8/18/11

Many of you may recognize this line from my book: Does It Make You Want To Buy Something?

Well, a new global research study from Fournaise Marketing Group shows that consumer response to advertising declined by 19% in the first half of 2011, across 20 markets worldwide. (McClellan, 2011)

While the firm acknowledges that the uncertain global economic situation is partly to blame, they also point out that ads during the first half of 2011 were not arousing much consumer interest. Why? Too much emphasis on building awareness through creativity and new media, and not enough focus on consumer benefits.

Why am I not surprised? How about you?

McClellan, S. (2011, August 9). Offline, On: Ad Campaign Effectiveness Dives. mediapost.com. Retrieved August 11, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=155597&nid=129727

Are coupons saving Sunday newspapers; or is it affluent readers?

2011-08-11T09:29:00.001-04:00

8/11/11

According to Scarborough Research, coupon clipping is up 24% since 2006. And, despite the rush to all things digital, and the primary channel for coupons is still Sunday newspaper inserts, with 49% of coupons coming from this source. (Baar, 2011)

At the same time, the Mendelsohn Affluent Barometer says that among the top 20% of Americans ($100K+), 86% are still reading their newspapers in hard copy form. (Shullman, 2011)

Is it any wonder that my weekend edition of the Wall Street Journal now includes FSI’s?

While younger generations are clearly moving toward electronic media options, it would appear that the old hard copy newspaper still has some life in it yet. Advertisers take note!

Baar, A. (2011, August 10). People Still Turn To Sunday Papers For Coupons. mediapost.com. Retrieved August 11, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=155627&nid=129762

Shullman, B. (2011, August 1). Among Affluent Americans, Print Media Is Tops. adage.com. Retrieved August 11, 2011, from
http://adage.com/article/adagestat/affluent-americans-print-media-tops/229002/

What’s your favorite gadget? It depends how old you are.

2011-08-04T14:29:00.000-04:00

8/4/11

As media fragmentation continues unabated, we are seeing different target segments gravitating toward different media. Newspapers are for upscale Baby Boomer men, while video games are the best way to reach Gen Y boys. Gen X women like their Facebook; Boomer women like tv; and so on.

Now we are seeing similar trends emerging for the new mobile devices that have been introduced over the past few years. According to a study by Affinity research it shakes out like this: Boomers prefer E-readers, Gen Y prefers iPads and Gen X prefers smart phones. (Walsh, 2011)

My guess is that Boomers like E-readers because they are having trouble with small print. Gen X likes iPads because their kids can play games on them. And Gen Y likes smart phones because they are all about texting.

What do you think? Are you using the right device for your demographic? What do you prefer and why?

Walsh, M. (2011, July 27) E-Readers Are For Boomers, Smartphones For Millennials. mediapost.com. Retrieved August 4, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=154819&nid=129329

Is it time to ban retouching in cosmetics ads?

2011-07-28T09:06:00.000-04:00

7/28/11

The Dove Evolution spot does a great job showing that even two hours of hair and make-up isn’t enough to avoid who knows how many hours of retouching in order to create the perfect women we see in most beauty ads. Which begs the question, are these ads misleading?

Cosmetic companies have always taken the stance that beauty advertising is aspirational. And surely no normal woman thinks there are enough beauty products in the world to turn her into a supermodel. But is it fair to show a digitally enhanced result when product efficacy is a key selling point? Personally, I’ve held back on trying any number of new wrinkle creams because I don’t believe that they actually work. And showing me a photo of an abnormally beautiful women, retouched or not, doesn’t help convince me.

But, in the UK, advertising watchdogs are taking notice. This week comes word that L’Oreal has been forced to pull ad campaigns featuring Julia Roberts and Christy Turlington due to complaints lodged with the ASA (Advertising Standards Authority). To quote the ASA: “on the basis of the evidence we had received we could not conclude that the ad image accurately illustrated what effect the product could achieve.” (Sweney, 2011)

So my question is why is the FTC (Federal Trade Commission), the US advertising watchdog, silent on this issue? Are we just assuming that people will exercise common sense when they view these ads? Or should we be holding advertisers to higher standards as they appear to be doing across the pond? What do you think?

Sweney, M. (2011, July 27). L’Oreal’s Julia Roberts and Christy Turlington ad campaigns banned. guardian.co.uk. Retrieved July 27, 2011, from
http://www.guardian.co.uk/media/2011/jul/27/loreal-julia-roberts-ad-banned

It’s 10:00 p.m. Do you know where your parents are?

2011-07-21T09:00:00.000-04:00

7/21/11

Ok, I’ll admit it, the new Toyota Venza campaign from Saatchi and Saatchi L.A. cracks me up. I especially like the execution with the clueless Gen Y worrying about the fact that her parents only have 19 friends on Facebook, as she sits all alone with her computer, while they are actually out having a good time.

http://www.youtube.com/user/ToyotaUSA/?x=venza

It captures my feelings about the superficiality of Facebook – for those who don’t already know, I refuse to go on it – perfectly. A different commercial includes a Gen Y who has moved back in with his parents – another current trend.

Interestingly, Russ Koble, advertising and planning manager for trucks and SUVs at Toyota, shared the fact that when Venza launched in 2008, they actually had two targets, Gen Y and their parents, so they positioned the brand to the younger target and hoped that they would get older buyers too. Ugh! (Greenberg, 2011)

I don’t remember those ads at all. But, by firmly deciding to target Boomers they have been able to create a campaign that clearly speaks to the target. Kudos to them and the Gen Y folks at the agency for having the guts to do it. And, I’m sure Boomers will react positively, but not so sure Gen Y will respond too, as they hope. What do you Gen Y’s out there think? Funny or insulting?

Greenberg, K. (2011, July 7) Toyota’s Venza Walks Line Between Boomers, Gen Y. mediapost.com. Retrieved July 7, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=153689&nid=128636

One Life to Live…will live again!

2011-07-14T09:28:00.000-04:00

7/14/11

Apparently I’m not the only one who thought it was foolish of ABC to dismiss All My Children and One Life to Live without considering other options. In my 5/5/11 column, I expressed concern that discounting the loyal Baby Boomers who watch these shows was a mistake. And that with a little creative thinking about product placements and internet/mobile distribution both shows could continue to be strong marketing vehicles for savvy advertisers.

http://pjlehrer.blogspot.com/2011_05_01_archive.html

This week comes word that Prospect Park agrees. The production company has licensed the shows from ABC with the intent of airing them on the Internet. Given that they paid Disney millions for the rights, they will explore not only product placements and sponsorships, but also online subscriptions. (Schechner, 2011)

How interesting. I can’t wait to see what happens. How about you?

Schechner, S. (2011, July 8) Canceled ABC Soaps Get a New Life on Web. Wall Street Journal, p B4

Have you listened to a radio ad lately?

2011-07-07T09:24:00.000-04:00

7/7/11

According to the latest Arbitron stats, radio’s reach has increased by 2 million people in the past year and the medium is reaching 74% of the U.S. population over 12. (Sass, 2011)

Additional research suggests that 92% of them stay tuned during commercials. What about you? Are you listening to radio commercials? If so, why? (Adweek, 2006)

Sass, E. (2011, July 5) Arbitron: Radio Ups Reach By 2 Million Listeners. mediapost.com. Retrieved July 6, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=153582&nid=128526

(2006, October 23). Radio Listeners Stay Tuned During Commercials. Adweek p1

Are you a good candidate for Macsurance?

2011-07-06T08:42:00.000-04:00

6/30/11

You may have seen some commercials over the past year for Kraft Mac & Cheese, based on the insight that adults love the stuff, but feel that they can’t make it for themselves, so they sneak bites when they make it for their kids. I have to say they reminded me of the old days when my dad would always tell me that he had to taste my French fries to make sure that they weren’t poisoned!

This summer Kraft is building on the campaign with a clever movie tie-in, offering insurance for kids that are in danger of having their mac & cheese stolen. The effort includes a pre-movie video, coupons and a macsurance certificate. The program will run in 13 of the summer’s PG rated blockbusters to reach moms and kids. And, fans over 18 can access the program through Facebook as well. (Lukovitz, 2011)

So what do you think? Are you a closet mac & cheese lover, or do you know one? Is this a good way to get kids to lobby their parents for more mac & cheese? Will you “like” the brand on Facebook even if you don’t have kids yet?

Lukovitz, K. (2011, June 20) Kraft Mac & Cheese Offers ‘Macsurance’. mediapost.com. Retrieved June 29, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=152696&nid=128028

Can a cartoon effectively make an emotional connection with its audience?

2011-06-23T08:48:00.000-04:00

6/23/11

Michelin, the tire manufacturer, has announced the launch of new ad in its ongoing campaign featuring the Michelin Man cartoon character. The international effort which began airing in 2007 has a notable emotional slant and the new ad, which isn’t posted on YouTube yet, features a father and son navigating hazards together. (Greenberg, 2011)

Here is the previous commercial in the campaign.
http://www.youtube.com/watch?v=QbK2mm8L848

What do you think? Does it work? Would they have been better off using live action footage?

Greenberg, K. (2011, June 21) Michelin Man Gets Wet In New Ad. mediapost.com. Retrieved June 22, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=152812&nid=128083

Will you buy rechargeable batteries from Shaq?

2011-06-16T09:42:00.000-04:00

6/16/11

IGo has just announced that they are employing their first celebrity spokesperson. They believe that even though Shaquille O’Neal has announced his retirement, he is still “one of the most talked-about personalities right now” (Baar, 2011)

They also point out that as a frequent traveler he has been a product user for years. Well that’s a good start. But is it enough? The company says that he is known for “championing products that deliver value, durability and functionality.” Did you know that? I thought he played basketball.

So what do you think? Will he be able to sell lots of batteries and headphones?

Baar, A. (2011, June 15) Battery, Headphone Maker IGo (es) With Shaq. mediapost.com. Retrieved June 16, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=152415&nid=127838

Will losing its sponsorship of the Westminster Dog Show hurt Pedigree sales?

2011-06-09T09:17:00.001-04:00

6/9/11

After 24 years, the Westminster Dog Show has announced that they are walking away from their long-term sponsor -- Pedigree and are instead partnering with Purina.

Press releases suggest that the change was made because the show wants to focus completely on “purebred dogs” and distance itself from Pedigree’s strategy of supporting animal shelters. (Irwin, 2011)

Given the fact that Pedigree’s “Dogs Rule” campaign has been so successful, is this a smart move for the Westminster Dog Show? How will it impact Pedigree?

Irwin, T. (2011, June 7). Purina Outbarks Pedigree For Westminster Deal. mediapost.com. Retrieved June 8, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=151921

HSN combines gaming with shopping – uh oh.

2011-06-02T09:48:00.001-04:00

6/2/11

The recently launched HSN Arcade offers users 25 different games to play while they shop. The goal of the games is to keep shoppers on the site longer and turn browsers into buyers. So, items for sale will be streamed next to the game during play. Prizes will be offered for high scorers and tournaments and guest hosts are on the horizon. Easy interaction with others via Facebook is part of the package to encourage sharing.

Given that 60% of the US population (140 million+) currently plays games online, it seems like the idea may be a winner. (Goetzl, 2011)

So what do you think? Do you play online games now? Do you shop HSN? Do you think you will try HSN Arcade? What about your friends, will they play?

Goetzl, D. (2011, May 31) HSN Arcade Plays Games With Female Users. mediapost.com. Retrieved June 1, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=151445

Did the online video featuring Amy Poehler convince you to eat at Denny’s?

2011-06-01T09:38:00.000-04:00

5/26/11
In an effort to attract Gen Y consumers, Denny’s has been airing a series of online videos called Always Open.
http://www.collegehumor.com/videos/playlist/6442159/alwaysopen

Each video features a celebrity interview conducted by David Koechner. Interviewees include Will Forte, Kristen Bell and Sarah Silverman. While the interviews take place in actual Denny’s locations, food is not the topic of conversation.

The goal of the videos is to portray Denny’s as a comfortable and welcoming place where people can enjoy good food and open conversation. (Corr, 2011)
That’s an interesting idea. But, it suggests that twentysomethings are more interested in the atmosphere of the restaurants they frequent than the food that’s served. Do you think this is true? And did you see the videos before you clicked on the link above?

Corr, A. (2011, April 11) To Attract Younger Demo, Denny’s Online Series Lets Comics Talk Freely. mediapost.com. Retrieved May 25, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148405

Would you like a panda with those raisins?

2011-05-19T09:40:00.000-04:00

5/19/11

Sun-Maid raisins began running a promotion earlier this month with a tie-in to Kung Fu Panda 2 which opens on May 26.

Consumers who scan the QR code on six-packs and 24 ounce canisters, can view trailers, learn more about the characters, download computer wallpaper and enter a sweepstakes with a trip for four to Zoo Atlanta as the grand prize, and stuffed pandas for runner-ups. (Lukovitz, 2011)

Given the success that Vidalia onions had with their Shrek tie-in, it seems like it’s worth a try.

But who exactly is the target for the effort? Given that the promotion is only open to those 18 and older, I guess it’s not kids. But do they really think adults care about the characters in a cartoon movie? I sure don’t. How about you?

Lukovitz, K. (2011, May 6). Sun-Maid Uses QR Codes For Movie Tie-In. mediapost.com. Retrieved May 18, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=150022&nid=126543

How about that? It appears that you can sell Truvia using an emotional approach.

2011-05-12T10:25:00.000-04:00

5/12/11

Back in October 2010, Cargill announced that they were going to use an emotional approach to sell Truvia after having only limited success with a rational pitch.

Here’s the link to the blog and discussion we had about the idea: http://pjlehrer.blogspot.com/2010/10/will-emotional-approach-work-for-truvia.html#comments

Most of us felt that it was worth a try and might be successful. We also discussed the fact that the jingle while a tad annoying was also quite memorable.

Now comes word that Truvia’s market share has increased from 8.2% in October to 12.8% in March, and it is now the #2 brand behind Splenda. (Lukovitz, 2011)

So, I guess that proves that an emotional approach can sell any product – even an artificial sweetener. How interesting!

Lukovitz, K. (2011, May 3) Cargill’s Truvia Now #2 Sugar Substitute. mediapost.com. Retrieved May 12, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=149786&nid=126390

Should ABC axe Brian Frons and keep One Life to Live?

2011-05-05T09:23:00.000-04:00

5/5/11

On April 14th, ABC announced that after 40 and 43 years respectively they were canceling All My Children and One Life to Live due to declining ratings. According to the story Brian Frons (or was it really Anne Sweeney? ) decided that replacing the venerable shows with another talk show and cooking show makes financial sense. But does it really? (Wiser, 2011)

As a late end Baby Boomer, I have watched both shows since college. For me they are appointment viewing. By that I mean that I tape them and watch them at night when I come home from work. (Are you listening local ABC affiliate who insists on interrupting them for so called “breaking news?”)

I have zero interest in another copycat talk show and if I want to watch a cooking show I will watch either the Food Network or the Cooking Channel. In short I have no intention of watching ABC’s replacement shows. (Although I may check out CBS’s soaps; especially if they keep hiring my favorite actors from ABC.)

So the real question is, will ratings for the new shows drop by over 40% and negate the production savings that Brian was salivating over? Since female Baby Boomers appear to represent over 50% of the current audience, it is entirely possible.

We’ve been told that the new shows “tested well”, but I smell a New Coke fiasco in the making. Did they test the shows against Baby Boomers who currently watch AMC and OLTL? And was it made clear that these shows would replace their old favorites? Why do I think that they did neither? Oh, it must be because of their foolish assumption that an 18-49 viewer is worth more than a 50+ viewer.

Clearly neither Frons nor Sweeney has been reading the abundance of press about the fact that Baby Boomers are still an economic force to be reckoned with. Here are a few articles they may want to check out while they remember that there is a reason why parental health care benefits are being extended to cover children up to age 26!

(2011, March 7) The 6.2 Million Consumers Working Past Retirement Age Have Big Investment Portfolios, Represent Opportunity for Financial Marketers. Scarborough Research. Retrieved May 2, 2011, from
http://www.scarborough.com/press_releases/Retire%20for%20Hire%20FINAL%203.7.11.pdf

Bulik, B. (2010, October 11). Boomers – Yes, Boomers – Spend the Most on Tech. adage.com. Retrieved October 11, 2010, from
http://adage.com/article/digital/consumer-electronics-baby-boomers-spend-tech/146391/

Leydon, T. (2010, July 30) Why your travel and leisure marketing should target Baby Boomers and not Gen X or Y. 5to9branding.com. Retrieved May 2, 2011, from
http://5to9branding.com/2010/07/30/more-evidence-that-your-leisure-marketing-should-target-big-spending-baby-boomers/

Unfortunately, as much as I adore Susan Lucci and Michael Knight, I have found AMC to be unwatchable since its move to California, so I can’t advocate for its continuance. (But if you want to give those two a talk show, I wouldn’t miss it.)

OLTL on the other hand has been on a roll lately. So here is my suggestion. TNT, which has shown its high regard for Boomer women by bringing us The Closer should pick up OLTL and run it in late night so we can all watch it after work. They should reach out to advertisers and incorporate heavy product placements to ease concerns about DVR’s. And, they should air the shows (with placements and commercials) on the internet and mobile devices to maximize the size of the audience.

All in favor say aye!

Wiser, P. (2011, April 15). ‘All My Children,’ ‘One Life to Live’ cancelled by ABC. suntimes.com. Retrieved May 2, 2011, from
http://www.suntimes.com/entertainment/wiser/4836989-421/all-my-children-one-life-to-live-cancelled-by-abc.html

Viva Las Vegas!

2011-04-28T10:05:00.001-04:00

Is the marketing potential of social media being overhyped?

2011-04-20T14:00:00.000-04:00

4/20/11

With over 500 million users, it’s hard for marketers not to see sales potential in Facebook. But is it delivering? According to a recent study by Forrester Research the average click-through rate on Facebook is a mere 1%, with a 2% conversion rate. That’s pretty anemic compared to e-mail marketing which has an 11% click-through rate and a 4% conversion rate. (Woo, 2011)

Facebook argues that the ability for people to like a brand and tell their friends that they do amounts to a giant word-of-mouth campaign. And, findings show that when a friend’s name is on the ad people are 60% more likely to remember it, and four times more likely to purchase.

Several months ago, I hypothesized that the latter might be Facebook’s sweet spot. But, we have yet to see any published results that support this. Until we do, one has to wonder whether advertisers should be paying a bit more attention to their e-mail marketing efforts instead of obsessing over unproven channels.
What do you think?

Woo, S. (2011, April 7) Facebook Won’t Become E-Commerce Force, Analyst Says. blogs.wsj.com Retrieved April 20, 2011, from
http://blogs.wsj.com/digits/2011/04/07/facebook-wont-become-e-commerce-force-analyst-says/

Will redefining rice as a main meal element increase sales for Uncle Ben’s?

2011-04-13T10:28:00.000-04:00

4/13/11

Back in the early ‘80’s when I worked on Uncle Ben’s I had to convince the client that the competitive set for Uncle Ben’s rice was not just other rice, but rather the broader category of starch side dishes. It was a tough sell.

Now comes word that Uncle Ben’s is repositioning its products as the foundation for a healthy meal. The recently launched “Begin With Ben” campaign points out that rice offers variety and flavor, and combines well with vegetables and other healthy ingredients. (Lukovitz, 2011)

It’s an interesting approach; particularly since so many ethnic cuisines use rice in this manner. What do you think? Will the 53% of people who say they would make healthier meals if they just had the time be motivated to eat more rice?

Lukovitz, K. (2011, April 8) Uncle Ben’s Stresses Rice as Healthy Foundation. mediapost.com. Retrieved April 13, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148287&nid=125597

Is Music a Universal Language?

2011-04-06T10:26:00.000-04:00

4/6/11

AT&T’s newest Spanish language campaign features Grammy Award-winning singer Natalia Jimenez. The commercial highlights AT&T’s high-speed internet and public hotspots by showing people enjoying a performance of her new song delivered through these portals.

According to the strategic planners, the insight behind the effort is that one of the key passions of Latinos is music. And, advertising in Spanish creates an instant connection with the target. (Baar, 2011)

But where does that leave the rest of us? Will we all need to brush up on our Spanish to appreciate the spot?

Baar, A. (2011, April 5). AT&T Enlists Jimenez in Hispanic Campaign. mediapost.com. Retrieved April 6, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148053&nid=125449

Will guys buy Vaseline Men if a former NFL star tells them to?

2011-03-30T13:02:00.000-04:00

3/30/11

Unilever has just announced that they are launching a campaign for their Vaseline Men line tied to the NFL draft and featuring Michael Strahan, former defensive end for the NY Giants.

The focused effort includes an online game, a technique that the brand has used successfully in the past as it has delivered double-digit growth in the two years since its launch in 2008.

The stated goal in the selection of Strahan as spokesperson for the line is to communicate the fact that “it’s perfectly macho for men to moisturize.” (Neff, 2011)

What do you think? Will this strategy be successful? Does it make sense to address men directly rather than their wives, who may do the family shopping?

Neff, J. (2011, March 30). Vaseline Men Kicks Off NFL-related Promotion Despite Lockout. adage.com. Retrieved March 30, 2011, from
http://adage.com/article/news/vaseline-men-kicks-nfl-related-promotion-lockout/149631/

Are Roger Federer fans a good target for Swiss chocolate?

2011-03-23T10:50:00.000-04:00

3/23/11

Swiss chocolatier Lindt thinks so. They have decided to become host sponsor of this year’s Sony Ericsson Open in Miami. The sponsorship includes signage, product demos at the Lindt Lindor Dream Center, and sampling throughout the grounds, and even at tournament partner hotels. There’s also a text promotion offering seat upgrades, commercials and trivia on jumbo screens, an online sweepstakes and a Twitter contest. In short it’s a truly integrated promotion targeted to the approximately 300,000 attendees. (Greenberg, 2011)

Is this a good idea? Do you think it will be successful? Will it have a ripple effect?

Greenberg, K. (2011, March 21). Lindt Serves Up Chocolate At Sony Ericsson Open. mediapost.com. Retrieved March 22, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=147062&nid=124941

Are you watching television on your computer yet?

2011-03-16T10:35:00.000-04:00

3/16/11

A recent study shows that nearly 1/3 of urban media consumers are watching television on their computers or mobile devices.

Interestingly, the numbers vary based on cultural background with 41% of Asians, 37% of Latinos, and 36% of African-Americans watching tv on alternative platforms compared to 25% of whites. (Friedman, 2011)

What about you? Did you watch the latest episode of American Idol on your iphone?

Friedman, W. (2011, March 11). Non-Traditional TV Viewing Surges. mediapost.com. Retrieved March 16, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=146589&nid=124657

Will you spend $10 to help end violence against women?

2011-03-09T16:58:00.000-05:00

3/9/11

On March 8, Avon kicked off its yearly campaign to stop global violence against women. First started in 2008, and spearheaded by Reese Witherspoon, the campaign has raised $30 million to date.

For each $10 bracelet bought, $8.04 will be donated to the Avon Foundation for Women. They are also donating an unspecified percentage of sales earned from songs purchased from Avon Voices, and are encouraging women to name them their favorite non-profit on Ebay, so they will be able to donate $1 or more every time they make an Ebay purchase. (Mahoney, 2011)

What do you think? Is this strategy a winner? If you do buy a bracelet, will you buy some make-up too? Do you want to be asked to donate money every time you buy something on Ebay?

Mahoney, S. (2011, March 7). Avon, Witherspoon Expand Antiviolence Campaign. mediapost.com. Retrieved March 9, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=146236&nid=124471

Do you feel guilty when you eat fast foods?

2011-03-02T12:38:00.000-05:00

3/2/11

Apparently Arby’s thinks you do.

In their new campaign launched on March 1, they address this insight by highlighting the fact that their food puts people in a good mood. (McWilliams, 2011)

Hmm. That raises two questions, is this an effective consumer insight, and does this strategy address it properly?

And, finally does this execution convey either of those things? What do you think?

http://www.youtube.com/watch?v=Gzz0wY2Vobk&feature=related

McWilliams, J. (2011, March 1) Arby’s launches new advertising campaign. ajc.com. Retrieved March 2, 2011, from http://www.ajc.com/business/arbys-launches-new-advertising-857140.html

Is it time to ditch the E*Trade baby?

2011-02-23T12:01:00.001-05:00

2/23/11

An article in last week’s Bloomberg Businessweek starts out by saying: “Quirky TV ads have made E*Trade Financial famous but have done little to help pitch its functional appeal to investors.” Hmm.

The article goes on to say that while the baby has increased brand recognition since he began airing in 2008, the 9.4% increase in E*Trade’s brokerage accounts since then pales in comparison to Charles Schwab’s 13.5% increase and TD Ameritrade’s 24% increase. In short, that while the company may boast some of the most popular ads on tv, it still can’t make a profit. Yikes!

E*Trade’s solution is to increase their overall advertising budget, and half the amount of spots it will run featuring the baby. (Steverman, 2011)

What do you think? Is this a smart approach? What would you do?

Steverman, B. (2011, February 16). E*Trade Looks To Outgrow That Talking Baby. businessweek.com. Retrieved February 23, 2011, from
http://www.businessweek.com/investor/content/feb2011/pi20110211_516405.htm

Targeting lovers, or maybe just wanna bes.

2011-02-16T09:17:00.000-05:00

2/16/11

If you live in New York or Boston, your Super Bowl experience included a cleverly naughty little ad from Sealy’s. Instead of anatomy lessons, specifications or sheep, we got afterglow; and a suggestive tagline “Whatever you do in bed, Sealy supports it.” (Greenberg, 2011)

The company points out that in order to arrive at the strategy they skipped focus groups and went directly to consumers to find a way to connect with them on an emotional level. And while they didn’t say how many people were actually having sex, versus how many would like to, I’d say that they succeeded. At least for me. And since I am in the market for a new mattress at the moment I say good for them.

How about you? Would you rather think about making love or padding and coils?

Here’s a link to the commercial in case you missed it.
http://www.youtube.com/watch?v=qH3tqvnU9z0&feature=related

Greenberg, K. (2011, February 9) Sealy: A Good Mattress Is About More Than Z-z-z’s. mediapost.com. Retrieved February 15, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=144636

Too many car ads, not enough insights.

2011-02-09T09:39:00.000-05:00

2/9/11

In the interest of full disclosure, let me start by saying that I am not a good target for car ads. I live in Manhattan, and haven’t owned a car since I was 19.

But, I can still recognize an effective ad when I see one.

While I watched the blur of car ads that dominated this year’s Super Bowl, I couldn’t help but think how Prius’s excellent product placements in Bones, which demonstrate many of its unusual safety and styling features as part of integrated storylines blew them all away. Is there any doubt that this is the future of television advertising?

Meanwhile though, we have the adorable mini-Darth Vader Passat spot. Using the Star Wars theme to connect with its audience, and the ever popular insight of a parent’s love for their child, it is the only car ad that I saw that I can even attribute to a specific advertiser.

You can check it out at: http://www.superbowl-commercials.org/2873.html

Who knows, it may even sell a few cars.

Is an online cooking class in your future?

2011-02-03T09:50:00.000-05:00

2/3/11

ConAgra Foods and TheMotherhood.com have partnered to launch “Cooking Connections,” a blogger-hosted virtual cooking school. For eight weeks, brands such as Tropicana and Clorox will connect with moms using live classes which will be cross-posted on Twitter and Facebook. (Lukovitz, 2011)

How interesting.

Back when I worked on food brands, I was a strong advocate of recipe advertising. My feeling was that people are always looking for cooking ideas, and if the recipe says to use Hunts Tomato Paste then people will.

Couple that with the fact that a recent BabyCenter survey showed that 81% of mothers use the internet to find new recipes and foods, and this idea seems like a winner to me. How about you?

Lukovitz, K. (2011, January 28) ConAgra Launches Online Cooking School. mediapost.com. Retrieved February 3, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143819&nid=123181

With Green Attitudes Softening It’s Time For a Change in Strategy.

2011-01-27T20:06:00.000-05:00

1/26/11

According to a recent online Harris Poll, Americans are less likely now to be thinking and acting green than they were in 2009.

Considering that most of that was just talk to begin with (only 13% purchased either more fuel-efficient/hybrid cars in 2009), it seems like a good time to start considering alternative approaches to reengage the population. (Loechner, 2010)

Luckily, based on recent research studies, we know what the secret is – peer pressure!

Remember those cards that you’ve seen on hotel visits urging you to reuse your towels to help the environment? The ones that were most successful were the ones that were the most specific. When the cards noted that 75% of hotel guests were participating in the program, towel reuse increased by 25%. But, when the messaging was specific to the room (i.e. 75% of guests who stayed in room 331 reused their towels) results were even higher. (Simon, 2010)

So now that we know how, we need to start implementing programs now. With only 36% of people surveyed agreeing that they are concerned about the planet they were leaving behind for future generations, there’s no time to waste.

Loechner, J. (2011, January 24). How Green Is My Attitude. mediapost.com, Retrieved January 25, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143455

Simon, S. (2010, October 18). The Secret To Turning Consumers Green. Wall Street Journal, p. R1 & R7.

Powerful insight – but will it sell any eggs?

2011-01-20T14:27:00.000-05:00

1/20/11

The American Egg Board launched a new campaign this week courtesy of Grey NY. While the purpose of the campaign is to encourage the eating of eggs for breakfast on a daily basis, the consumer insight being used is that parents will do anything for their kids.

While this is indeed a powerful insight, which has been used successfully by many advertisers, one has to wonder how successful it will be when cooking from scratch has become a lost art; especially on weekday mornings. (“Got Eggs”, 2011)

(2011, January 17) Got Eggs? Grey Breaks Them Online, On TV Too. mediapost.com. Retrieved January 20, 2011 from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143046&nid=122708

The internet has no undo button. Act accordingly.

2011-01-13T14:27:00.000-05:00

1/13/11

Several years ago I attended an NYU class designed to teach professors how to blog. For reasons I can’t explain, they decided to make our class exercise live. As a result, the silly comment I posted comes up every time I google myself. It drives me nuts.

As bad as I feel, Sarah Palin feels even worse as she and her people scramble to try to remove the infamous crosshair map that no doubt contributed to the horrifying shooting in Arizona last weekend. Her efforts to remove the offensive visual have only made it more prominent, in what is a classic case of the Striesand effect -- in which an attempt to remove things from the web only makes the situation worse.(Bernoff, 2011)

There was an amusing story in the New York Times last November about an ethically challenged vendor who discovered that complaints posted about him on the web only served to increase his standing in Google searches. So, he says “Bring ‘em on!” (Segal, 2010)

Cyberspace is a whole new world, and we all need to adjust to its unique challenges. Perhaps from now on, before we post something, we need to ask ourselves “What would mom say?”

Segal, D. (2010, November 26). A Bully Finds a Pulpit on the Web. nytimes.com. Retrieved January 13, 2011 from http://www.nytimes.com/2010/11/28/business/28borker.html

Bernoff, J. (2011, January 12). Sarah Palin Learns the Web Has No Undo Feature. adage.com. Retrieved January 13, 2011 from http://adage.com/digitalnext/post?article_id=148162

Does It Make You Want To Buy Something?

2011-01-06T09:25:00.000-05:00

I am pleased to announce that my book -- Does It Make You Want To Buy Something? is now available on amazon.com.

http://www.amazon.com/Does-Make-You-Want-Something/dp/0578064448/ref=sr_1_1?ie=UTF8&s=books&qid=1292097909&sr=1-1

Please check it out, and pass the word along!

Thanks
Prof. Lehrer

But, did it do anything for Snickers?

2010-12-30T14:33:00.000-05:00

12/30/10

The most liked spot from last year’s Super Bowl was the Snickers ad featuring Betty White. It did wonders for her career, leading to an appearance on Saturday Night Live and a role in a new sitcom. Good for her.

But the real question is, did it increase sales of Snickers? If it did, then the company sure isn’t saying so. (Goetzl, 2010)

I guess it’s better to run an ad people like instead of one that outrages them, as they did several years ago. Still if it doesn’t sell more Snickers then why waste $2 million+?

Goetzl, D. (2010, December 23). Super Bowl Ads Still Impact, Ask Betty White. mediapost.com. Retrieved December 30, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=141893&nid=122078

Happy Holidays!

2010-12-23T13:24:00.000-05:00

Yes, advertising can sell broccoli!

2010-12-16T10:07:00.000-05:00

12/16/10

In an effort to prove that television advertising does indeed work, The Television Bureau of Canada has proven our thesis that advertising can be used to increase consumption of healthy foods. Specifically, three spots they created and ran on television led to an 8% increase in broccoli sales. That’s 188,574 pounds. (Corr, 2010)

Here are the spots that did the trick if you want to check them out. I think we can all agree that they are not award winners. Yet, they worked. So perhaps they should be.

http://www.mediapost.com/media/?f=TVBParachute.mov
http://www.mediapost.com/media/?f=TVBOctuplets.mov
http://www.mediapost.com/media/?f=TVBChimney.mov

Let’s hope the folks in the U.S. healthcare sphere have taken note and are budgeting for their own future efforts. Obesity shortens life spans and increases healthcare costs. It’s time we used all the tools we have to fight this important battle. Don’t you agree?

Corr, A. (2010, December 13) Can TV Ads Really Sell Anything? Ask Broccoli. mediapost.com. Retrieved December 16, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=141233

Do Women Need Their Own Sports Website?

2010-12-09T11:16:00.000-05:00

12/9/10

ESPN apparently thinks so. As new data continues to pour in about the skyrocketing increase in the size of the female sports fan market and their spending potential, ESPN has decided that the time is right to launch EspnW.com.

The site will cover both male and female sports and will provide information about training. It will also provide “Olympics coverage,” i.e. more human interest stories, since this is what ESPN’s research has told them is the gold standard for women. (Siegel, 2010)

Given that 76% of ESPN’s viewers are currently male this could be a rich source of new revenue. What do you think? Is it worth a try? Will it be a success?

Siegel, F. (2010, December 8) ESPN’s Big New Site For Women, EspnW.com Finally Launching Today. mediapost.com. Retrieved December 8, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showEdition&art_send_date=2010-12-8&art_type=41

Will you order food that your friends “like” on Facebook?

2010-12-02T10:06:00.000-05:00

12/2/10

The advantages for marketers who allow consumers to order food through Facebook seems obvious – a savings of $20,000 - $30,000, which they would have spent on building a website. There is also the possibility that the platform will allow them to better understand and communicate with customers, since it allows for two-way conversations. (Sullivan, 2010)

But what is the advantage for consumers? Is convenience enough? Or is knowing what others like to eat important?

Initial tests have showed a 10% increase in sales, and average checks that are three times higher than offline orders. Why?

Sullivan, L. (2010, November 17) Would You ‘Like’ Soup Along With That Facebook App? mediapost.com. Retrieved December 12, 2020, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=139643&nid=120828

Magazine readership is up; but not for Newsweek.

2010-11-18T09:42:00.000-05:00

11/18/10

The latest fall 2010 data shows a 1% increase in total magazine readership to 1.82 billion. But not every magazine is a winner. Those who are include: Fitness, up 23.3%, Self, up 14.1%, Men’s Journal, up 11.1%, and More, up a whopping 31%.

The losers include Newsweek, down 16.1%, and Time, down 8%. And, earlier this month, U.S. News & World Report announced that by 2011 it will be a digital only publication. Combine that with the just announced merger of Newsweek and The Daily Beast, and it seems clear that newsweeklies will soon be just a memory.

So, what will take their place? Are you reading any of the aforementioned lifestyle pubs? Or how about celeb magazines; In Touch Weekly was up 13.1%. (Sass, 2010)

Sass, E. (2010, November 16) Celeb Mags Up, Newsweeklies Lose Audience. mediapost.com Retrieved November 17, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=139634&nid=120829

Are you using your iPhone to buy things, or just to figure out where you’re going?

2010-11-11T09:44:00.000-05:00

11/11/10

A new survey indicates that 81% of mobile users are accessing maps and directions, while 76% are checking Facebook, and 67% are banking. Meanwhile 38% of those surveyed said they had not purchased anything from their devices over the past six months.

With mobile advertising set to explode over the next few years (predictions are that it will increase by 48% in 2011) sales are expected to rise significantly. (Loechner, 2010)

Do you think you will be part of this trend? Are you already?

Loechner, J. (2010, November 4) Mobile Web For Media and Entertainment, Apps For Social Media and Music. mediapost.com. Retrieved November 11, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=138772

Will you buy pistachio nuts from Snooki?

2010-11-04T08:31:00.000-04:00

11/4/10

When you launch a brand with Levi Johnson as a spokesperson, what do you do for a follow-up? If you’re Wonderful Pistachios, you call Snooki and Rod Blagojevich. Hoping to build on the success of last year’s campaign, which resulted in a whopping + 233% increase in sales versus year ago, and seeking a greater focus on 20-25 year olds, Roll Inc. has decided that Snooki is the way to go.

In addition to :15 second spots, which will run in prime, sports, and late night, the campaign includes the dubbing of Perez Hilton as the “official Wonderful Pistachios blogger”, and an invitation to viewers to create their own “edgy” commercials. Clearly courting controversy is part of the strategy. (Lukovitz, 2010)

What do you think? Is it a good idea? Did you try pistachios last year? Will you now?

Lukovitz, K. (2010, November 2). Wonderful Pistachios Goes For The Twitter Crowd. mediapost.com. Retrieved November 3, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=138777&nid=120358

How can we persuade Gen Y to put their money where their mouth is?

2010-10-29T09:47:00.000-04:00

10/28/10

While Gen Y consumers (18 – 34) are more likely to join advocacy groups, attend rallies, and write to politicians, they are 15% - 25% less likely to base their actual purchasing decisions on the issues they deem to be important.

Instead they are five times more likely to purchase products perceived as prestigious, as they attempt to show others that they are successful. (Lukovitz, 2010)

So, how to we get them to buy green?

Lukovitz, K. (2010, October 21). External Validation Drives Gen Y Purchases. mediapost.com. Retrieved October 27, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=138098&nid=119954

Can Social Media Turn Things Around For Just My Size?

2010-10-21T09:13:00.000-04:00

10/21/10

Even though more than half of American women are plus-sized, with an average women wearing a size 14, sales of plus-size clothing are not bouncing back as quickly as those for the total category (+2.4% versus +4%).

Hanes has decided to try a new approach to support its Just My Size line -- increasing its use of social media. Specifically it is courting plus-sized fashion bloggers with a New York fashion event.

Just My Size already has 80,000 Facebook fans. And their research has shown that plus-sized women spend time online, so they think this is the best way for them to connect with their users. (Mahoney, 2010)

Do you agree? Would a partnership with More magazine online be a better option? Or how about one with Weight Watchers? Or do you have a different idea altogether?

Mahoney, S. (2010, October 19). Hanes Just My Size Bonds With Bloggers. mediapost.com. Retrieved October 20, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=137939&nid=119871

Will focusing on just three markets be a successful strategy for Jaguar?

2010-10-14T09:17:00.000-04:00

10/14/10

For its latest campaign, Jaguar, who seems to be on a roll with a +13% sales increase versus last year, has decided to concentrate their limited budget in their three best markets – L.A., Miami and New York. Together these markets represent 13% U.S. And, as Jaguar points out, these are heavy travel markets so their plans include a significant billboard presence in airports.
(Greenberg, 2010)

Do you think this strategy will work? Or would they have been better off sponsoring Meet The Press?

Greenberg, K. (2010, September 10). Jaguar’s Marketing VP Dishes On Strategy. mediapost.com. Retrieved October 13, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135495&nid=118468

Will an emotional approach work for Truvia?

2010-10-07T09:30:00.000-04:00

10/7/10

What’s Truvia, you ask. It’s a zero calorie sweetener that was introduced by Cargill in 2008, as an alternative to aspartame and other artificial sweeteners.

The introductory ads were designed to be educational and informative, and convey that message. But now Cargill has decided to use an emotional approach to connect with women. While the ads are not yet available on YouTube, apparently the approach is to tell women longing for chocolate that now they can have Truvia – a healthier indulgence -- instead.

Given that 68% of people have never heard of Truvia, do you think this is a good move?

Wong, E. (2010, October 4,). Cargill gets to the Heart of Stevia. brandweek.com. Retrieved October 6, 2010, from
.http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i7b035dcf5d2c2ea7e4ec14ad2075a1f9

Have you scanned an advertising bar code yet?

2010-09-30T09:21:00.000-04:00

9/30/10

Perhaps you’ve noticed in the past year that bar codes are popping up in magazines, posters and billboards. When I first read about the technology, I thought it would be a great tool for point-of-purchase -- to provide additional information so consumers don’t walk away empty handed when they are confused. But with only 25% of cell phones capable of scanning them, adoption has been slow.

Now comes word that Bluefly is using them in television ads! When Bravo viewers scan the 45-second Closet Confessions spot, not only can they get more information about products, they are also offered a $30 discount on a $150 purchase at bluefly.com. (Olson, 2010)

That seems promising to me. What do you think? Will you give it a try? Have you already?

Olson, E. (2010, September 26). Bar Codes Add Detail on Items in TV Ads. nytimes.com. Retrieved September 28, 2010, from
http://www.nytimes.com/2010/09/27/business/media/27bluefly.html?_r=2

RVs as guest houses?

2010-09-23T10:28:00.000-04:00

9/23/10

After segmenting their users into three groups – retirees, outdoor enthusiasts (the largest user segment), and younger affluent creative types, the folks at Airstream have decided the time is right to give some attention to the final group, which is their fastest growing segment. Oddly enough though, this group is not interested in hitting the road, but rather in using the upscale vehicles for alternative often stationary purposes such as guest houses, home offices and studios.

Since the trend began with celebrities, (Johnny Depp reportedly uses his as a pool house) it makes sense that the niche campaign will focus on celebrity efforts, a partnership with Bloomingdales, home catalogues, and the now ubiquitous sweepstake. (Greenberg, 2010)

So what do you think? Will this approach strengthen the bottom line by bringing new users into the category, or backfire by alienating core outdoors and travel buyers?

Greenberg, K. (2010, September 17). Airstream Looks To Younger, Creative Affluents. mediapost.com. Retrieved September 22, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135916&nid=118734

Can IKEA convince families that self-assembled furniture will improve their lives?

2010-09-16T09:25:00.000-04:00

9/16/10

For years IKEA’s bread and butter customers have been college students and studio apartment dwellers. Now, with furniture sales still on the decline they have hired a new agency – Oglivy & Mather, and are attempting to tap into some of the latest lifestyle trends.

Customization is a key part of the strategy, and the integrated marketing plan includes both a contest for star volunteers, and media targeting the Latino sub-segment.

But will it be enough to convince people that their furniture doesn’t have a cold European style, and isn’t appropriate just for lower-income groups? (Vega, 2010)

Vega, Tanzina (2010, September 13). A Focus on Families (and Furniture). nytimes.com. Retrieved September 15, 2010, from
http://www.nytimes.com/2010/09/13/business/media/13adco.html?_r=1&ref=media

Will positioning carrots as junk food be effective?

2010-09-09T09:40:00.000-04:00

9/9/10

After two decades of growth, pre-packaged convenience veggie sales are slowing. In an effort to jump start sales of baby carrots, an alliance of farmers got together $25 million and hired Crispin Porter & Bogusky to create a campaign. They decided to skip the obvious healthy message, and instead position carrots as a cooler snack than chips, using the tagline: “Eat ‘Em Like Junk Food.” (Lukovitz, 2010)

Providing context in a comparative format is an interesting approach that just might prove to be more compelling. And given that potato chip sales surged in 2008 and 2009, consistent with the trend toward replacing meals with snacks – a much needed way to shift consumers to healthier snacks. (Jargon, 2010)

What do you think? Will you substitute carrots the next time you reach for the chips?

Lukovitz, K. (2010, September 7). Selling Baby Carrots As The Perfect ‘Junk Food’. mediapost.com. Retrieved September 8, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135289&nid=118329

Jargon, J. (2010, September 8, 2010). How Lunchtime Is Turning Into Snack Time. Wall Street Journal. pD3.

How do you make a grooming product macho?

2010-09-02T09:15:00.000-04:00

9/2/10

Hire a NFL football player to promote it.

While I’m not usually a fan of celebrity endorsements, this approach makes sense to me. It takes a secure man to use some of these products, so if it takes encouragement from Michael Strahan to convince them that buying VaseIine for Men is ok, then why not?

Now comes word that P&G is insuring Troy Polamalu’s trademark curly hair for $1 million dollars, on behalf of Head & Shoulders. (Mahoney, 2010)

It’s a cute idea, but I’m not sure if it will sell shampoo. I guess we’ll wait and see.

Mahoney, S. (2010, August 31). P&G Insures Troy Polamalu’s $1 Million Curls. mediapost.com. Retrieved September 1, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=134735&nid=118153

Where do small and mid-size businesses advertise?

2010-08-26T08:55:00.000-04:00

8/26/10

Now that the availability of more targeted media has created additional low cost advertising opportunities for small fry, are they taking advantage? A recent survey suggests that they have. According to a SMB poll, those with annual budgets of $25,000+ have taken an IMC approach to heart and are using an average of 6.5 different media in their campaigns. And, while 26% of their budget is spent online, 16% is being spent in broadcast media. (O’Malley, 2010)

Given the sensitivity these businesses have to ROI, it will be interesting to see how these patterns evolve over time. I see some mobile in their future, don’t you?

O’Malley, G. (2010, August 24). Sweet Spot: Small Biz Uses More Media. mediapost.com. Retrieved August 25, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=134374

What are cooking show viewers buying?

2010-08-19T15:29:00.000-04:00

8/18/10

With over 50% of Americans watching cooking shows very often/occasionally the obvious question is – are they buying stuff because of the shows, and if so, what?

According to a recent Harris Poll, 57% viewers have purchased food, 36% have purchased small kitchen gadgets, 24% have purchased cookbooks, and 6% have purchased large appliances, as a direct result of what they have seen on the shows. Those seem like impressive results to me. If only we had non-viewer numbers to compare them to.

Loechner, J. (2010, August 13). Cooking Shows Inspire Purchases. mediapost.com retrieved August 18, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=133446

Let ad agency reintegration begin!

2010-08-12T09:39:00.000-04:00

8/12/10

According to the rumor mill, McCann-Erickson is hinting that reintegration may be in its future. I say it’s about time. (Bush, 2010)

I spent most of the 80s and 90s as an account person at fully integrated agencies including a ten year stint at McCann. The holistic nature of my role allowed me to be a true partner for my clients and to explore innovative advertising programs. Then, just when media alternatives exploded, opening the door to exciting new solutions, ad agencies unbundled their media and creative services in search of greater revenues. But at what cost? How can a service business give its clients exceptional ideas when input is limited to only one part of what should be a highly coordinated effort?

Frankly, I found the year I spent as a “creative only” partner to be an exercise in frustration, with my efforts hamstrung by an unimaginative media agency. I was dismayed to see my clients getting less than they deserved, and ultimately bored by my inability to help them progress. I left the business shortly thereafter.
Reintegration will not only better serve clients, but may also help agencies to attract the level of talent they once took for granted. Amen to that.

Bush, M. (2010, August 9). McCann Talk Hints at Bringing Media, Creative Closer. adage.com. Retrieved August 11, 2010, from http://adage.com/agencynews/article?article_id=145300

Advertising or stalking? It depends who you ask.

2010-08-05T09:30:00.000-04:00

8/5/10

I recently commented to someone that I thought a variety of marketers had missed a golden opportunity to reach out to me while I was redoing my kitchen. I spent months online researching everything from tiles to appliances, yet no one sent me information about these items independently, despite the fact that I would have welcomed it. And even today I’m still looking for a bronze breadbasket – so if anyone is selling one – you know where to find me.

Now comes the opposite point-of-view, from a Zappos customer who felt the company’s persistent efforts to sell him shorts, after he put his search on-hold, were downright creepy. (Learmonth, 2010). He mentions receiving ads for five days after his initial search on a wide variety of sites. And is now thinking of joining a ‘do not track” list should one become available.

It’s definitely a fine line that advertisers will need to learn how to navigate if they are to respond to consumer requests for more relevant advertising online. In the meantime, I imagine there will be disappointment from both sides.

Learmonth, M. (2010, August 2). The Pants That Stalked Me on the Web. adage.com. Retrieved August 5, 2010, from http://adage.com/digitalnext/article?article_id=145204

But is Mustafa moving product?

2010-07-29T14:54:00.000-04:00

7/29/10

Isaiah Mustafa, Old Spice pitchman extraordinaire, is winning advertising awards, breaking YouTube records, and spawning massive amounts of viral videos, but is he selling any Old Spice?

Yes he is. The brand began to reverse share losses as soon as the campaign began airing in February, and sales were up 95% from mid-March to mid-June. They’re up 106% from mid-May to mid-June, which suggests that results are accelerating in sync with the campaign. It will be interesting to see what the sales figures look like for July, since 100 million people viewed the personalized videos in the first six days that they aired. (Neff, 2010)

While some have suggested that success lies at least partially with an aggressive couponing campaign that has been running simultaneously with the effort, I disagree. This campaign began with a brilliant consumer insight, i.e., many men use whatever soap is in the shower. This led in turn to the decision to target women, to convince them to buy the product for their men, and thanks to a very cheeky bit of creative (a tip of the hat to Wieden & Kennedy) a legend is born. I for one, can’t wait to see how things turn out. Stay tuned!

Neff, J. (2010, July 26). How Much Old Spice Body Wash Has the Old Spice Guy Sold? adage.com. Retrieved July 28, 2010, from http://adage.com/article?article_id=145096

Venus Williams was a Girl Scout? Really?

2010-07-22T12:58:00.000-04:00

7/22/10

Well it all depends on how you define being a Girl Scout.

Despite the fact that a new campaign from the organization identifies her as a scout and features her as someone who shares Girl Scout values, i.e. athletic prowess and business sense, the company’s website discloses the fact that Venus was a scout for a week. So, she attended one meeting? Was this a life altering event for her? How could it have been? She certainly didn’t have time to earn any badges or change the world.

To make matters worse, the feedback on the GS blog suggests that people are confusing her with her sister Serena, whose notorious outburst during last year’s US Open earned her an $82K fine for inappropriate language and behavior. Talk about spokesperson misstep.

Baar, A. (2010, July 7). Girl Scouts Campaign Highlights Impact. mediapost.com. Retrieved July 21, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=131517&nid=116282

(2010) Girl Scouts Celebrate African American History Month. Girl Scouts of United States of America website. Retrieved July 21, 2010, from
http://www.girlscouts.org/news/news_releases/2009/aa_history_month.asp

(2010) What did you do today? Girl Scouts Blog. Retrieved July 21, 2010, from
http://blog.girlscouts.org/2010/07/what-did-you-do-today.html

What are working moms doing for lunch? Shopping online!

2010-07-15T17:48:00.000-04:00

7/15/10

When I worked in advertising, I used my lunch hours to run errands, often shopping for toiletries and other necessities whenever I had a few free moments. Apparently, in the interests of time, activity has moved online as working moms seek ways to fit 27 hours of activities in every 24 hour day.

In fact, 84% of working moms report that they spend between 15 minutes and a hour a day shopping online; mostly during the hours between 11 a.m. and 2 p.m. on Fridays. (Loechner, 2010)

That makes a strong case for delivering online ads to them during those hours. Need may be the primary driver of purchases, but 60% have also responded to email offers, with three out of four subscribing to email alerts.

That sounds like an opportunity to me. Do you agree?

Loechner, J. (2010, July 15). 84% of Moms at Work Spend Between 15 Minutes And An Hour A Day Shopping Online. mediapost.com. Retrieved July 15, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=131989

Time to break out the Dawn detergent.

2010-07-08T09:28:00.000-04:00

7/8/10

According to a recent ranking of ad effectiveness, Dawn detergent has risen to the top of the list with its prescient effort linking the product to cleaning wildlife soaked in oil. The cause –related message, which includes a $1 donation per bottle, was launched on April 7th, timed to coincide with Earth Day on April 22nd. But 13 days later the BP rig exploded in the Gulf of Mexico, and the campaign took on a whole new meaning and urgency. (McClellan, 2010)

This campaign is not a new direction for them. The pivotal role that they played in the clean-up from Exxon Valdez in 1989, put them on my radar screen. Then a helpful gardening maven at Union Square told me to use diluted Dawn to clean the bugs off my Jasmine plants. Is it any wonder that I have been a loyal customer for as long as I can remember?

But at this point, the highest compliment that I can give them is that I don’t mind the forced donation. The Gulf needs all the help it can get.

You can view the commercial here:
http://www.youtube.com/watch?v=GGcZrqP4f98

McClellan, S. (2010, July 6). Dawn Ultra’s Oil Spill Cleanup Spot Crowned Most Effective Ad. adweek.com. Retrieved July 7, 2010, from
http://www.adweek.com/aw/content_display/news/media/e3idce96ffced0fdefedab63503bcfe7cc3

Say good bye to the line between advertising and content.

2010-07-01T09:33:00.000-04:00

7/1/10

Back in the day, advertisers who sought to align their creative more closely with content were told that advertising and content were “church and state,” and the two would not be allowed to meld. Boy have things changed. Thanks in part to research that shows both recall and purchase intent are increased when ads are placed “in context,” collaboration is now being encouraged.

Case in point, as HBO’s “Entourage” begins their seventh season, they have asked advertisers, particularly those in the first position in the pod to align their creative with the show by relating their ads to specific scenes and storylines.

So much for editorial integrity. But does it really matter?

Friedman, W. (2010, June 28). WGN Pushes Ad Messages With ‘Entourage in Context’. mediapost.com. Retrieved June 30, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=131011&nid=115968

Can advertising make people healthier?

2010-06-24T15:21:00.000-04:00

6/24/10

People often rant about the evils of advertising, and how it forces people to buy things they don’t really want. I say prove it. Advertising is just a communications tool, and its power can be harnessed for good or bad purposes. I just wish it would be used more for the former.

A good place to start is by addressing the obesity crisis. But how do we do that when 76% of people say they know that what they eat affects their health, but only 36% consider their diets to be healthy? (And don’t forget the fudge factor.)

The first step, as always, is to understand the target. A recent segmentation study has identified six distinct groups based on attitudes toward wellness. They are:
The I Give Ups (24%)
The Strugglers (14%)
The Immortals (16%)
The Fitterati (16%)
The Fact Finders (15%)
The Heath Gurus (15%)
(Banikarim, 2010)

While the data has not been crossed referenced with health issues, it seems fairly likely that the first group would be the one most in need of encouragement; and given that it’s the largest, a good place to start.

Research shows that this group is overwhelmed by the amount of things they need to do to get healthy. That suggests simplifying the information they are being given, and providing it in small sound bites with easy to follow changes might work.

What do you think? Does this seem like a good direction? Or would we be better off addressing another segment – like the Fact Finders – and encouraging them to become advocates?

Banikarim, M. (2010, June 18). Weighing In On Health: Marketing Behavior Change. mediapost.com. Retrieved June 23, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=130480

Do you “like” a brand on Facebook?

2010-06-17T09:59:00.000-04:00

6/17/10

It appears that there may be hope for successful advertising in the social networking space after all.

According to a recent study, 50% of Facebook users click on Facebook ads to “like” a brand. Are you one of them? 37% learned about a new product or service from a social networking site. How about you? Or are you part of the 32% that has recommended a product/service/brand?

49% of respondents have also indicated that they would like more printable coupons. Is that on your wish list? (Loechner, 2010)

Loechner, J. (2010, June 16). Social Media Driving Consumer Behavioral Changes. mediapost.com. Retrieved June 17, 2010, from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=130040

“Nah, we don’t got that.”

2010-06-10T08:54:00.000-04:00

June 10, 2010

For several years Staples used the tagline: “Yeah, we got that,” and they actually did. When I needed paper and ink and blank CDs, I could pretty much pop into any store around town and pick up what I needed. But, recently I noticed that more often or not, the item I was looking for was out-of-stock. My first thought was that they were simply seeking to move traffic to their website, so I looked for the items there. No luck.

Now comes word from the CEO that they are transforming their business, selling more private label products, and focusing on services, where inventory needs are low and margins are better. (Mahoney, 2010).

Great. So where do I go now to get staples when I need them?

But perhaps more importantly, does it make sense to jettison a brand positioning that led to so much success?

Mahoney, S. (2010, June 2). Staples Focuses On Growing Tech, Services. mediapost.com. Retrieved June 9, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=129338&nid=115028

TNT and Curves -- a match made in heaven?

2010-06-03T09:31:00.000-04:00

6/3/10

TNT wants to boost its female-driven dramas, and Curves wants to boost membership. Together they have created a “Strong Women Challenge.” TNT hopes viewers will identify with the characters on its dramas. Curves hopes women will work out three times a week for the six week length of the promotion.

The “wow” tactics for the effort include “Try Us Tuesdays” at Curves, when non-members will be welcome; and a sneak preview of TNT’s new drama “Rizzoli & Isles,” where women will be encouraged to sign up for workout teams based on the women portrayed in TNT shows. (Friedman, 2010)

Given that recent studies show that 40% of people prefer exercising with others, and that a nudge as minor as a voicemail reminder can be effective in motivating non-exercisers. The idea may have potential.

What do you think? Is this a better fit than AFLAC and Toy Story 3?

Friedman, W. (2010, June 1) TNT, CURVES’ “Woman Challenge’ Push Health, Character Bonding. Mediapost.com Retrieved June 2, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=129254&nid=114937

How motivating can a free snack be?

2010-05-27T10:21:00.000-04:00

5/27/10

Passengers boarding a recent Horizon Air flight from Seattle to Portland were treated to some free snacks courtesy of Creative Labs, a consumer-electronics company. In addition to chips, pretzels, and chocolate, the branded boxes also contained messaging directing consumers to text, email and check the company website to enter a contest and receive additional rewards.

The Seattle to Portland route was specifically selected based on the knowledge that fliers of that route tend to be techies, making $100,000+ a year. (Bush, 2010)

Do you think they’ll bother to check out the sponsor? Or will the only winners be the airlines who no longer supply food, and the snack manufacturers, who may pick up some new customers via sampling?

Bush, M. (2010, May 24). Ad-Supported Food Lands on Horizon Air Flight. Adage.com. Retrieved May 26, 2010, from http://adage.com/article?article_id=144047

Aflac Take 2

2010-05-20T09:30:00.000-04:00

5/20/10

After finally acknowledging that viewers may recognize the Aflac duck, but still don’t know what the company does, the folks at Aflac are making some changes. First, they put the account in review. Now, they’ve arranged a summer blockbuster tie-in with Toy Story 3.

The tailored spot, featuring the Aflac duck mixing with Woody and Buzz Lightyear, will run in-cinema and in theater lobbies. In a nod to the growing importance of the Latino market, Aflac will sponsor People en Espanol’s screening of Toy Story 3 in five key Hispanic markets. And, they are also hosting a special screening of the movie for the children at the Aflac Cancer Center in Atlanta.

Other bells and whistles include a Toy Story/Aflac co-sponsored NASCAR car, a sweepstakes with a Hollywood trip for the grand prize, network, cable and online airings, and print ads in Parents Magazine. The end game? According to spokesperson Jon Sullivan “We are trying to reach families this summer with the family movie that everyone will see. As families see this movie, we want them to be thinking of protecting their family’s future with Aflac.” (Irwin, 2010)

What do you think? Will this be the effort that finally works?

Irwin, T. (2010, May 18). Aflac Partners With Disney For ‘Toy Story 3’ mediapost.com. Retrieved May 19, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=128443

Will dialing become obsolete?

2010-05-13T09:53:00.000-04:00

5/13/10

This just in from Amsterdam – a radio ad for a local restaurant that does the dialing for you. At the end of the ad, instead of giving listeners the reservations phone number verbally, the spot broadcasts the tones that communicate the phone number. All the listener has to do is hold up their phone and ta da. They are connected. (Corr, 2010)

Interesting. Now if they could only beam you directly to the restaurant so you don’t get lost in the maze of streets with long unpronounceable names on your way.

Corr, A. (May 3, 2010). Hungry? This Radio Ad Dials Your Dinner Reservation. Mediapost.com. Retrieved May 13, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=127397

Another reason agencies need to perfect long-form content.

2010-05-06T15:19:00.000-04:00

5/6/10

This week Kraft Foods began running two – to – three minute videos in movie theaters. Prior to the cinema debut of Alien Field Trip, the video had recorded 47,000 views in three weeks on YouTube. After the weekend, views leapt to nearly 124,000. (Lukovitz, 2010)

It probably didn’t hurt that the video includes a contest for free field trips. Now that’s synergy!

http://www.youtube.com/results?search_query=alien+field+trip&aq=f

Lukovitz, K. (2010, May 3). Kraft Cinema Program Debut Drives Interactivity. mediapost.com. Retrieved May 6, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=127361&nid=113937

Another target to ponder.

2010-04-29T09:59:00.000-04:00

4/29/10

Are you single, or do you know someone who is? You are not alone.

According to the Bureau of Labor Statistics, singles spent $2.2 trillion in 2008, a 30% increase since 2003. (Newman, 2010).

The travel industry, which has always penalized single travelers has woken up to the situation and is now experimenting with singles only cruises – with no supplemental fees, and sponsoring dating blogs.

Perhaps it’s because they have realized that 57% of singles are under 45, and 40% are under 35, which places them squarely in most advertisers’ primary target groups.

Or it could be that they're still not filling the beds. Reaching out to a new target should help.

Newman, A. (2010, April 19). The Power of One. Adweek.com. Retrived April 29, 2010, from
http://www.adweek.com/aw/content_display/news/agency/e3i8ca14b8f869f03f021e9a4a547b0644f

Radio Stages a Comeback.

2010-04-21T14:15:00.000-04:00

4/21/10

Forecasts for U.S. adverting spending in 2010 are on the rise. Barclay’s Capital is now predicting yearly increases of 5.5% for the industry, due to larger expenditures in the automotive and political categories. (Loechner, 2010)

But the most interesting news is that radio spending, which has been declining for years, is now forecasted to increase by 7.4% in 2010.

Why? Radio stations are local, highly targeted, and 77% of adults listen daily (including 80% of adults 18-34). (Loechner, 2009).

Clearly it was premature to count this “old” medium out. Is a rebound for newspapers on the horizon too?

Loechner, J. (2010, April 16). Radio Leads Way For Bounce in Ad Forecast. Mediapost.com. Retrieved April 21, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=125882

Loechner, J. (2009, November 9). Radio Dominant Audio Device. Mediapost.com. Retrieved November 9, 2009, from
http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=117009

It’s time to lose the maps.

2010-04-14T20:01:00.000-04:00

4/14/10

I don’t know about you, but I was pretty darn tired of seeing all those Verizon and AT&T map ads. This was a perfect example of what began as a good idea turning into a confusing mess, as each company tried to one up each other. So it comes as a relief to hear that AT&T has decided to move on.

The ambitious rebranding effort they are launching on the Masters, dubbed “Rethink Possible,” seeks to change consumer perceptions of AT&T from a telecommunications company to an innovation company. With yearly media spending estimated at $1.87 billion, they certainly have the funds to do it. (Patel, 2010)

But, I have to admit. I was kind of hoping they’d bring back “Reach out and touch someone.”

Patel, K. (2010, April 8). After Bruising Ad Battle, AT&T Looks to Rebrand as Lifestyle Company. Adage.com. Retrieved April 14, 2010, from
http://adage.com/article?article_id=143167

Will Vitaminwater be successful with a segmented approach?

2010-04-07T10:22:00.000-04:00

4/7/10

After a sales volume decline of 22% last year, Vitaminwater has decided to take a new approach. (Bauerlein, 2010)

First they targeted New Yorker’s with a local campaign focusing on individual neighborhoods.

And now they are targeting binge drinkers by touting the brand as a hangover cure, on the NCAA finals no less.

http://www.youtube.com/vitaminwater?WT.srch=1

Which leaves us with two questions: 1. Will the FTC allow it? 2. Will it work? Time will tell. What about you? Do you plan on buying a bottle of Vitaminwater the next time you pick up a six-pack?

Bauerlein, V. (2010, April 5). Vitaminwater, the Day After. Wsj.com. Retrieved April 6, 2010, from
http://online.wsj.com/article_email/SB10001424052702303450704575160280077022428-lMyQjAxMTAwMDAwNDEwNDQyWj.html

Everything old is new again.

2010-03-31T10:03:00.000-04:00

3/31/10

This just in – Iconoculture, a trendspotting firm, that tracks online chatter says that many Gen Y consumers are “home artisans”, and are embracing hobbies ranging from gardening to sewing. How retro!

What about you? Do you know anyone born between 1977 and 1994 who knits?

Mahoney, S. (2010, March 30). Spring Cleaning: Gen Y Dirties Its Hands. mediapost.com. Retrived March 31, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=125201&nid=112770

Are women more persuasive then men?

2010-03-24T09:51:00.000-04:00

3/24/10

According to a recent AdWeek Media/Harris Poll, 48% of Americans believe a male voice is more forceful selling a product or service in an ad, while 46% believe a female voice is more soothing. (Loechner, 2010)

If the ad is trying to persuade someone, it’s pretty much a wash – 20% give the edge to the female, with 18% saying it’s the male.

What do you think? Which one makes you want to buy something?

Loechner, J. (2010, March 24). Forceful, Soothing or Persuasive Voice: Which to Pick For Ad? mediapost.com Retrieved march 24, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=124695

Metro Sexuals vs. Machos; Part II

2010-03-17T15:10:00.000-04:00

For your reference, here are links to the commercials discussed in the previous post.

http://www.youtube.com/watch?v=IuexzKkMIDc&feature=pyv

http://www.youtube.com/watch?v=owGykVbfgUE

Enjoy!
Prof. Lehrer

It’s metrosexuals versus macho men.

2010-03-10T10:13:00.000-05:00

3/10/10

Dove’s introduction of Dove Men+Care has created quite a stir, at least within the industry. The recent launch of this line for men with sensitive skin has prompted competitors to tout the superior manliness of their own products. Old Spice is urging women to get their men to stop using “lady-scented body wash”, while Gillette is saying “Just because it says it’s for men doesn’t mean it is.” (Neff, 2010)

It’s an interesting debate. And where men net out will likely depend upon their own self image. My husband for one, rejected the Dove Men+Care proposition in its entirety, based on his belief that he needs a strong soap. (Ok, he is an Irish Spring loyalist.) But, I know several men with sensitive skin, who were already using Dove products before the launch.

Which group are you a part of? Do you relate to the Dove Men+Care positioning? Or are you sticking with a more macho brand?

Neff, J. (2010, March 8). Male Call: Marketers Jump of Men’s Grooming Trend. Adage.com. Retrived March 10 2010, from
http://adage.com/article?article_id=142655

Can an iPhone app sell MRI machines?

2010-03-03T09:48:00.000-05:00

3/3/10

GE has taken their “Healthymagination” campaign to the web with a content-rich website, a mobile app, and social networking.
Saying that: “From a digital perspective the difference between business-to-business and business-to-consumer is starting to vanish”, they are betting that breaking medical information into small bites, and delivering it to iPhones, will ultimately lead to more sales of high tech imaging equipment to their key customers -- doctors and hospital administrators. (Mahoney, 2010)
What do you think? Will such an indirect approach be effective? Will consumers influence doctor/hospital purchasing?

Mahoney, S. (2010, February 25). GE Launches Consumer Web Initiative. Mediapost.com. Retrived March 3, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123191&nid=111573

Empower consumers for better results.

2010-02-24T10:18:00.000-05:00

2/24/10

As we seek to increase the effectiveness of online advertising, research has shown that the biggest single reason for a lack of response is the fact that the ads that are being served are not relevant to the viewer.

While companies are activity seek ways to alleviate this problem by tailoring ads to consumer preferences, privacy issues are a concern, and positive results have not yet been achieved.

Now along comes a simple solution – let consumers choose.

A newly completed Publicis study shows that when consumers are given the opportunity to select the ad they want to see from several different categories, 68% are able to recall what brand was advertised, versus 14% for a standard pre-roll. (Mandese, 2010)

They don’t say how many went on to buy the item. But, the first step in the process is recalling the ad, so this does represent a step in the right direction.

So, what do you think? If you can pick the ad that you see, will you be more likely to act upon it?

Mandese, J. (2010, February 23). Pool Makes Splash At IAB: Reveals User-Selected Ads Five Times More Effective Than Pre-Roll. Mediapost.com. Retrieved February 24, 2020, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122947&nid=111435