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Advertising Executives Rank Cable Brands Over Television BrandsIn a recent study by Beta Research, 301 senior marketing and advertising executives were asked about their brand perception of cable networks and television networks. By far, cable ranked higher than televison based on the survey's brand recognition and perception related questions. AdWeek: Cable Wins Out Over Broadcast Salon Offers Free Content in Exchange For Viewing Ads A company called Ultramerical develops TV like creative for the web. Salon has used this technology to get site visitors to view these ads in exchange for a days worth of free access to their premium site content areas.
This is not new but I mention it because it strikes me as a great advertising solution for the web. It is permission based which puts more control with the viewer which they are used to in the web environment (they control where they go on the web). It has all the interactivity one would expect in this medium. It puts the advertiser/visitor relations ship right up front. In effect, saying you don't have to view this ad, but if you do, you will receive added benefit at no cost to you. I guess we should called in the user controlled pop up. iMediaConnection: Mercedes & Salon.com Create Ultimate Opt-in
Blow My Hummer Down "You can huffington and you can puffington, but you can't blow my Hummers down."
That is the tag line to an email campaign spearheaded by Marcie Brogan, managing partner of Brogan & Partners in respose to Arianna Huffington's "SUV Owners Promote Terrorism" campaign. You've got to love the creativity in that headline. This is why I love the advertising business. Thank you very much, Marcie, for giving me my daily dose. Details on how this whole thing started here. Television Commercials of the WeekAd Age's weekly round up of current television spots. Ad Age: TV Spots of the Week A&E Goes Back to BasicsAfter bad programming decisions and loss of top management, A&E is returning to the basics that made it popular in the first place, quality documentaries and a re-invigorated Biography series. MediaWeek: A&E Goes Back to Basics Welcome to the New AdrantsSo here it is. Must be at least version three by now. It was time to get rid of those groovy psychedelic colors and give some more organization to the page. There is still some tweaking to be done but I welcome your comments. I could not have done it without the help of Ralf Zeigermann who designed the logo as well as gave color advice. Thanks, Ralf. Drop me an email and let me know what you think of the new look. Steve Case to Step Down as Chairman of AOL Time WarnerAccording to an article on WSJ Online, Steve Case is stepping down as Chairman of AOL Time Warner. He will vacate the post in May. In a statement, Case said he would resign because "some shareholders continue to focus their disappointment with the company's post-merger performance on me personally." Chicago Sun Times: AOL Time Warner chairman to resign in May -------- Pre-Mature Marketing In the article, "Unbranding Our Schools", author Alissa Quart tells the story of Tristan Kading who, when in highschool, got suspended because he accused McDonald's of stealth branding and lying about it's products. Also in the article is the story of students in Readfield Maine who have created a play that pokes fun at our ridiculously commercial society. What was shocking to me, even being in the business, is how much marketing is taking place in middle and highschool. Marketers have placed logos on the roofs of schools, placed plaques in the hallways, offered field trips to marketers locations that include coupon promotions, and the soda companies have the well known "pouring contracts" that actually pay schools more if students drink more of the fattening crap. When is too much marketing too much? For God's sake, let children grow up in peace. Their minds will be screwed with soon enough. Give them them time to develop themselves as an individual rather then forcing them to define themselves based on what soft drink they consume!
The Death of Niche MarketingThere is a great article in today's Boston Globe Ideas section about the shift from targeted demographic market segmentation to one that in more post-racial, "United Nations" style and more all-inclusive in its approach. It's along the lines of the bi-racial, melting pot society that America has become. There seems to be a shift away from marketers developing separate strategies and separate creative executions for each individual demographic group. Many marketers are creating commercials where the ethnic make up is indeterminate allowing the viewer to fill in the blanks with their own ethnic projections. According to the 2000 Census, 6.8 million Americans belong to two at least two racial groups. With 43% of this group under the age of 18 and other studies pointing towards the increase in inter-racial marriage, the racial blurring on America is truly happening. As Warren Beatty put it in the movie, Bulworth, "If we all fucked each other, we'd eventually end up the same color". Whether a country where all people are the same color is better off then a country that is multi-color is open for debate but that is what is happening demographically. Marketers have realized this and are experimenting with an "anti-niche" approach to marketing. Is this the sure fire way to go? You decide. Read the article as it offers viewpoints on both the niche and anti-niche approach. It's thought provoking. 
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