McDonald's just launched a new campaign with the tagline, "I'm Lovin It." The goal of the campaign, which began overseas and is now running in the American market, is to rekindle the flagging desire of consumers � particularly children, teenagers and younger adults � to visit McDonald's restaurants and order mainstay menu items. Not to be outdone, Burger King is trying to stimulate some desire of it's own with a little "bravertising" campaign designed to make sure consumers know Burger King is the place to go when they want a nice heavy piece of meat. (J)
Poynter Online's Steve Outing comments on how Saddam's capture early Sunday morning is another death knell for the printed newspaper and how publishers need to begin thinking of themselves as news "companies" rather than "papers". As Sunday editions were delivered Sunday morning, most of the world had already heard of Saddam's capture from the Internet and broadcast television.
Even as publishers were embarrassed by irrelevant front page stories Sunday morning, their own news organizations had the story on their websites giving further credence to the notion that publishers must forget the antiquated, physical paper form of generating news and concentrate on delivering news using the fastest possible format.
Personal Video Recorders, the functionality TiVo, Replay, and some cable companies use to record programming, are predicted to be in use by three million people by year end and by 10 million by end of 2005. Currently, advertisers have a love/hate relationship with the technology and hate is winning out over love. Advertisers are loathe to cede viewing control to consumers who, using the technology, may opt to skip all commercials. Smarter marketers realize the PVR will allow for ad campaigns that are customizable to niche target audiences and will provide campaign effectiveness measurement never before available on television.
Viewing scenarios will expand to include multiple options for the consumer when presented with a commercial such as these using a movie ad as the example:
- Skip the ad ("I have no interest in this movie; remember and don't show me this ad again")
- What do the critics say? ("Tell me what my favorite three critics think of this")
- I want to watch this movie now. ("This looks great! Where is it playing and when? Buy me tickets.")
- Remind me later ("This looks like a good movie, but I'll catch it on DVD; add it to my NetFlix list")
Avtrex, a company with methods to improve PVR technology to the benefit of marketers, consumers and programmers, has an informative report on how PVR's will dramatically alter the television viewing landscape. Yes, they sent it to Adrants and yes, they want readers of Adrants who are exploring the potential of PVR advertising to read it and perhaps consider their technology. If you are at all interested in the future of television advertising, it's worth the read.
PETA has a new anti-meat ad depicting a naked man with his head stuck up his ass with the headline, "Hey, Here�s a Heads-Up: The Average Meat Eater Has a Mess of Undigested Fat in Their Colon" The ad copy goes on to state PETA's anti-meat position and how it claims meat contributes to colon cancer, obesity, diabetes, heart disease, and strokes while promoting a vegetarian diet as a better alternative.
The ads appear as "stall ads" in the men's bathrooms of restaurants around St. Louis dubbed one of the top ten most obese cities in the country. Ads will next appear in and around Atlanta.
Perhaps liquor companies haven't heard that television viewership is declining as they are still bathing in the excitement of seeing themselves on TV. And their agencies seem to be in the same tub.
"Print does a fairly good job for the liquor industry," he added, "but it's great to be able to flex your TV muscles, if you will, and deliver your message in 15 seconds," said Ellis Verdi, president at DeVito/Verdi in New York, which is creating the Grey Goose spots, for Sidney Frank Importing running on Bravo and Golf Channel
Flex your muscles? Now that's a compelling and strategic reason for advertising in a medium that has shown dramatic declines in viewership recently, especially in liquor marketer's primary demographic. Sure, cable delivers some effective niche targeting but smart marketers know the muscle flexing is now occurring on the Internet and with the use of viral marketing.
Because there are no new ideas and the money runs frantically in the direction of the latest fad, shopping magazines seem to be launching with the same frequency as a horny highschooler's self gratification activity. As soon as Ad Age named Conde Naste's "Lucky" magazine of the year, publishers have gushed forth variations on the original theme. Fairchild has "Vitals" targeted to men, Conde Naste has added "Cargo" also targeted to men and now Hearst is launching Shop Etc. for the older shopping demo. We anxiously await Dennis Publishing's "Body Floss," developed for women in search of the perfect bikini.
