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
Wednesday, March 17, 2010
Wednesday, March 10, 2010
It’s metrosexuals versus macho men.
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
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
Wednesday, March 3, 2010
Can an iPhone app sell MRI machines?
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
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
Wednesday, February 24, 2010
Empower consumers for better results.
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
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
Wednesday, February 17, 2010
BMW is joy.
2/17/10
Time to kiss “the ultimate driving machine” goodbye. According to the folks at BMW, research has shown that their emphasis on power and performance is out of step with the latest consumer concerns – safety and value.
The new campaign, which began last week, features real car owners, rather than the cars themselves; and focuses on the joy that comes from owning a BMW.
Jack Pitney, Vice President of Marketing for BMW North America, says “We hope to really add some humanity to our brand.” (Kellogg, 2010)
Not a bad idea given what we know about the importance of emotions in buying decisions. What do you think? Will they be successful with this new approach?
Kellogg, A. (2010, February 13) BMW Touts ‘Joy,’ Value in New Ads. wsj.com.
Retrived February 16, 2010, from
http://online.wsj.com/article_email/SB20001424052748704479704575061592413112352-lMyQjAyMTAwMDEwNTExNDUyWj.html
Time to kiss “the ultimate driving machine” goodbye. According to the folks at BMW, research has shown that their emphasis on power and performance is out of step with the latest consumer concerns – safety and value.
The new campaign, which began last week, features real car owners, rather than the cars themselves; and focuses on the joy that comes from owning a BMW.
Jack Pitney, Vice President of Marketing for BMW North America, says “We hope to really add some humanity to our brand.” (Kellogg, 2010)
Not a bad idea given what we know about the importance of emotions in buying decisions. What do you think? Will they be successful with this new approach?
Kellogg, A. (2010, February 13) BMW Touts ‘Joy,’ Value in New Ads. wsj.com.
Retrived February 16, 2010, from
http://online.wsj.com/article_email/SB20001424052748704479704575061592413112352-lMyQjAyMTAwMDEwNTExNDUyWj.html
Wednesday, February 10, 2010
Trying to sell computers? Reach out to African-Americans.
2/10/10
A recently released study of African-Americans showed that while population had increased by 10% from 2000 to 2008, buying power increased by a whopping 55% to $913 billion.
It also indicated that they spend a proportionately higher percentage of their income on technology products. In fact, 31% of their discretionary income ($39 billion) is used to buy computers, cell phones and electronics.
Finally, the same study indicated that African-Americans spend more time weekly online (18 hours) than watching television (15 hours). (Loechner, 2010)
It’s a perfect combination -- a more qualified prospect, with a specific media skew. Can a targeted campaign be far behind? Which computer company do you think will be savvy enough to capitalize on the opportunity first?
Loechner, J. (2010, February 8) African-Americans Major Influence in Tech, Media and Buying Power. Mediapost.com. Retrieved February 9, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122016
A recently released study of African-Americans showed that while population had increased by 10% from 2000 to 2008, buying power increased by a whopping 55% to $913 billion.
It also indicated that they spend a proportionately higher percentage of their income on technology products. In fact, 31% of their discretionary income ($39 billion) is used to buy computers, cell phones and electronics.
Finally, the same study indicated that African-Americans spend more time weekly online (18 hours) than watching television (15 hours). (Loechner, 2010)
It’s a perfect combination -- a more qualified prospect, with a specific media skew. Can a targeted campaign be far behind? Which computer company do you think will be savvy enough to capitalize on the opportunity first?
Loechner, J. (2010, February 8) African-Americans Major Influence in Tech, Media and Buying Power. Mediapost.com. Retrieved February 9, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122016
Wednesday, February 3, 2010
Real Beauty for Men?
2/3/10
Can a brand that has made a strong connection with women do the same with men? Dove is about to find out.
In 2006, Dove kicked off its award-winning “Real Beauty” campaign, targeting women, to great fanfare, with a 45-second spot on the Super Bowl. The much talked about spot, and the even stronger viral effort that followed, led to several years of double digit sales increases until momentum slowed. (Fawcett, 2007)
Stand by for the new “Dove Men+Care” line making its debut with a similar 45-second spot aimed at men in this Sunday’s Super Bowl. (Corr, 2010). Will men want to buy body and face washes that offer cleansing and moisturizing? The success of Axe body washes suggests they will. So, the big question is how will Dove make that all important emotional connection with their new target? Tune in Sunday, and find out.
Fawcett, A. (2007, January 2). Consumer Packaged Goods Marketer of the Year: Unilever’s Dove. Mediapost.com. Retrived January 3, 2007, from
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=53208&Nid=2616...
Corr, A. (2010, February 2). Out To Launch. Mediapost.com. Retrived February 3, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=121750&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=dove&page_number=0
Can a brand that has made a strong connection with women do the same with men? Dove is about to find out.
In 2006, Dove kicked off its award-winning “Real Beauty” campaign, targeting women, to great fanfare, with a 45-second spot on the Super Bowl. The much talked about spot, and the even stronger viral effort that followed, led to several years of double digit sales increases until momentum slowed. (Fawcett, 2007)
Stand by for the new “Dove Men+Care” line making its debut with a similar 45-second spot aimed at men in this Sunday’s Super Bowl. (Corr, 2010). Will men want to buy body and face washes that offer cleansing and moisturizing? The success of Axe body washes suggests they will. So, the big question is how will Dove make that all important emotional connection with their new target? Tune in Sunday, and find out.
Fawcett, A. (2007, January 2). Consumer Packaged Goods Marketer of the Year: Unilever’s Dove. Mediapost.com. Retrived January 3, 2007, from
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=53208&Nid=2616...
Corr, A. (2010, February 2). Out To Launch. Mediapost.com. Retrived February 3, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=121750&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=dove&page_number=0
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