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://eater.com/archives/2010/10/01/broccoli-commercials-an-advertising-experiment-boost-sales-8.php
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
Thursday, December 16, 2010
Thursday, December 9, 2010
Do Women Need Their Own Sports Website?
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
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
Thursday, December 2, 2010
Will you order food that your friends “like” on Facebook?
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
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
Thursday, November 18, 2010
Magazine readership is up; but not for Newsweek.
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
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
Thursday, November 11, 2010
Are you using your iPhone to buy things, or just to figure out where you’re going?
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
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
Thursday, November 4, 2010
Will you buy pistachio nuts from Snooki?
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
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
Friday, October 29, 2010
How can we persuade Gen Y to put their money where their mouth is?
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
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
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