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Some Good News in This Bleak EconomyFrom iwantmedia Wired for the Future Entertainment Weekly Gets It Right We need more news like this! -------- Medical Marketers Destroy Consumer TrustIn an article from the Boston Globe, it is disclosed that three marketing firms developed marketing programs to promote Neurontin (an adjunct epilepsy drug) for uses not approved by the FDA there by allowing the drug maker to make more profit while attempting to stay out of trouble. Neurontin marketing plan disclosed Court documents show that drug giant Parke-Davis hired three outside medical advertising and education firms to develop strategies for promoting its epilepsy drug Neurontin for unapproved uses, tactics that included continuing medical education classes for physicians, "home study kits" for doctors who couldn't attend meetings, prepaid calling cards that would trigger recorded messages about Neurontin, Web sites, and special supplements to medical journals. Stories like this just destroy any possible trust relationship between marketer/company and the consumer. Pay For Online Purchases With Your Phone Bill A company called PaymentOne has set up a business in which consumers can charge online purchases to their phone bill. This is of benefit since it allays fears among some consumers about providing their credit card number online. According to a June survey (chart left) from Taylor Nelson Sofres, the main reason US consumers do not shop online is they don't want to give credit card details or fear related security issues. In emarketer interview with PaymentOne CEO Joe Lynam, he explains the process of how his company lets consumers charge online content and internet access fees to their phone bill -------- Joseph Jaffe Sounds Off on The Ford/24 Pod StrategyI thought it was a good idea. Something new. Here is another opinion: Jaffe Juice: Jack Bauer Said It Best Trust me. I�m trying to keep an open mind about this; however I keep coming back to a fundamental belief: given the choice, most consumers would reject advertising hands down. The only way I could see a consumer sitting through a three-minute Ford commercial is through the element of surprise (read: being tricked). If so, this is one of those Borg-type solutions: It works for a short period of time, but then you quickly adapt to it.
Smut on The Radio: We Like ItAccording to a recent study, we apparently want our radio smut from shock jocks including the famous Opie and Anthony Sex in the Catholic church scandal. Jacobs Media and Edison Media Research conducted an online poll on 20 rock radio websites across the country. More than 7,300 people responded, and the results were surprising. Rock listeners say radio is no more �dirty or explicit� than TV or cable. Less than one-third feel �shock jock radio personalities have gone too far.� 71% agreed radio personalities �should be able to say whatever they please,� and only 56% said Opie & Anthony deserved to be fired for their sex-in-St. Pat�s stunt, and perhaps most interesting for ad buyers: respondents were more than twice as likely to tune-in to hear a personality that pushes the limits.
Advertising Techniques Beyond Product PlacementIn this AdAge article: TECHNOLOGY BEYOND PRODUCT PLACEMENT several new and exploratory advtertising techniques are discussed such as video game advertising, long-form ads, and TV-on-demand. This is very important to think about even though the growth in PVR and VOD penetration has slowed. The shift to consumer control is coming and advertisers need to begin strategizing and inventing new means of communication that will be effective in this changed world. Don't Think Different, Just ThinkOK, OK...so Apple has moved on from Think Different to Switch. IBM has wasted no time in bringing back it's early maxim of "think" as in computers that think for themselves. Just days after announcing a whopping ad campaign to hype its new computer initiative, IBM (Quote, Company Info) took the wraps off a marketing strategy centered on its "Think" mantra.
Poilictal Advertising Wastes $900 MillionDid you know that politicians this season have spent $900 million on ads? That's just on TV! That figure is double what was spent on mid term elections 4 years ago. Do you remember any of these ads? Did they tell you anything? Did they make your candidate look promising? Do you care? Just think what you could have done with $900 million!
Outhouses Versus PVRsAd Age put is it in a very interesting light when it states that more homes have outhouses then have PVRs. The point being, that sales are in the toilet. I admit when the things first came out I had no idea what they were. They were marketed in such a poor fashion that no one could tell what they were. They should have been marketed as the next generation of the VCR. Just a VCR with a hard disk. Oh well. The future for this technology is really in partnerships and licensing. Embedding the product in cable boxes and TV. Or, and here's a thought, the VOD model where it's not even in your house but all your paused/recorded/saved shows are just on a hard drive somewhere in a giant server farm in the midwest. I firmly believe that time shifting technology is here to stay. Just not in the Tivo and Replay format we have today. MORE U.S. HOMES HAVE OUTHOUSES THAN TIVOS A case of the law of large numbers coming into play? Hardly. In a neighborhood of 200 homes, only one on average has a TiVo. More U.S. homes have outhouses (671,000) than TiVos (504,000 to 514,000).
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