March 22, 2014
A plethora of media makes it much harder for advertisers to get their message across.
Newspapers are losing readers and recording options give television viewers options that allow them to skip the ads.
When conventional advertisements don’t work, advertisers have to come up with something that does.
What works is cleverness and fun that gets attention and then spreads through social media, like the Unbelievable Channel on YouTube.
It’s been created by Pepsi and will be updated each week with people doing unbelievable things and of course it will spread through social media like this:
Hat tip: NBR
February 4, 2014
Competition for the American Super Bowl isn’t just on the field, it’s also among the advertisers.
This one is one of this year’s contenders:
February 5, 2013
Each year the ads which play during the Superbowl generate as much interest as the game.
This has to be one of the better ones.
Update: CoNZervative has some background on Paul Harvey who does the commentary.
November 3, 2012
Speights Southern man is a victim of increasing urbanisation.
After more than 12 years on New Zealand television, the Speight’s Southern Man has been axed . . .
The Speight’s icon was originally played by Frank Whitten, who also appeared in Outrageous Fortune. Mr Whitten died early last year.
Speight’s marketing manager Jonte Goldwater told NBR ONLINE that scrapping of the character had nothing to do with the loss of Mr Whitten. . .
Mr Goldwater told NBR ONLINE it was a long and hard decision, but the brand needed to acknowledge change.
He says the urbanisation of New Zealand meant the relevance of the outdoor life had changed. . .
I don’t drink Speights, or any other beer come to that. But if I did the idea that the outdoor life depicted in the Southern Man series is no longer relevant would have me crying into it.
You can see the new ad here.
I may be a traitor to my gender but I prefer the old series which started with this:
October 14, 2012
Green is the new black in marketing but all’s that labelled green isn’t necessarily good for the environment or the consumer.
A University of Canterbury researcher is slamming consumer goods companies for green-washing supermarket shelf items with a flood of eco-labels. . . .
UC College of Business and Economics research director Pavel Castka said today there were so many labels with products claiming all sorts of environmental and social issues that it was difficult to distinguish, which one to trust.
It’s easy to label something as eco-this or environmentally-friendly-that but such claims might be nothing more than green-wash.
Even if the claim can be substantiated it’s not the only concern for consumers:
New Zealanders are becoming greener when they think about what to buy, but only when the price suits, a survey has found.
Colmar Brunton’s Better Business Report for 2012 found that 73 percent of New Zealanders thought about at least one green factor when deciding what to buy.
But price (94 percent), quality (88 percent), taste or performance (81 percent) and brand name (76 percent) were all more important factors, the survey showed.
“We’re prepared to recycle and be more energy efficient at home but not quite ready to buy organic foods or offset carbon on flights en masse,” Colmar Brunton chief executive Jacqueline Ireland said. . .
That last sentence illustrates the problem – recycling and organic farming are regarded as better for the environment but those claims aren’t always supported by science.
October 4, 2012
A new consumer survey shows viewers try to avoid TV advertisements.
It was ever thus.
The ad break has always been the time to go to the loo, get a drink, attend to another task, chat to whoever is watching with you or do anything else rather than watch the screen.
We’re relatively recent converts to MySky. It’s an even more convenient way to record and watch programmes than videos and like them enables you to fast-forward through the ad breaks.
It saves a lot of time – an hour of news can be watched in 10 – 20 minutes by the time you cut out the ads and content you’re not interested in.
This is good for viewers but not for advertisers who must come up with other ways to catch our attention.
The Fair Go Ad Awards are on and the only one of the finalists I recognise is the MasterCard check-in one which features in both the best and worst category.