A medium for every target.

8/27/09

Where is the best place to reach “overweight, out-of-shape, introverted, aggressive, depressed adults 35+?” If you guessed online video games you would be correct. (Sullivan, 2009)

Just consider the possibilities for everything from wii to blood pressure medications. And the best part of course is that the message can be tailored to the audiences’ insights, since people who don’t fit the profile won’t be seeing it.

No wonder Martin Sorrell is so bullish about the future of the consumer insights business. Coming soon, a medium just perfect for you.


Sullivan, L. (2009, August 25). CDC: Gamers at risk for health problems, dream pharma target market. mediapost.com. Retrived August 27, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112229


Goetzl, D. (2009, August 26). WPP focuses on emerging markets, Sorrell upbeat about consumer insights biz. mediapost.com. Retrived August 27, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112335

Has Starbuck’s missed the mark with its new advertising campaign?

5/25/09



In the beginning of May 2009, Starbucks, once famous for not engaging in traditional advertising, launched a campaign to address an -8% decline in same store sales during the first quarter of 2009. (Miller, 2009)

According to CEO Howard Schultz, as quoted in the Wall Street Journal, “We know from our research that customers are not defecting away from Starbucks; they’re just coming less often or cutting out the occasion”. (Jargon, 2009)

Given that input, do you think this ad makes sense? Does it make you want to go into Starbucks more often?




Miller, C. (2009, May 19) New Starbucks Ads Seek to Recruit Online Fans. nytimes.com Retrived, May 25, 2009 from
http://www.nytimes.com/2009/05/19/business/media/19starbux.html

Jargon, J. (2009, May 4) New Ads Will Stir Up Coffee Wars. Wall Street Journal, pB7.