In a striking admission of the chaotic new reality, in March the advertising goliath Ogilvy & Mather—which counts Coca-Cola, Ford, Kraft, and IBM among its blue-chip clients—launched a dedicated Recession Marketing Practice. Brochures announcing the new venture ooze confidence, but also give off a slightly ominous vibe; they open with a quote from Charles Darwin ("It is not the strong, nor the intelligent who survive, but those who are quickest to adapt") and prominently feature Ogilvy's fatalistic motto: "We sell—or else." ...
Conveniently for ad firms, students of recession and depression economics (from Wharton professors to basement-dwelling business bloggers) advise spending as much on ads as possible—to "steer into the skid," rather than slam on the brakes and wind up in the ditch. According to Ogilvy's own stats, companies with enough cojones "to increase marketing spend" will dramatically enlarge their market share during the recession and—just as enticingly—recover an average of three times faster once happy days return. Counterintuitively, product visibility, more than price cuts or gimmicks like BOGOF (buy one get one free), drives consumers' purchases in tough times. Better, in short, to blow your budget on aggressive advertising than to lose money offering discounts.
But the real challenge—the art, even—of recession marketing is perfecting a pitch that doesn't emphasize your hunger for your cash-conscious buyers' cash. Ogilvy recommends using "reassurance messages"—acknowledgments of the current situation, couched in a spirit of we're-in-this-together-ness. A good example is a recent Allstate commercial, in which Dennis Haysbert (known as 24's crisis-plagued first black president) intones over a Ken Burns-style slideshow of Depression-era photographs, "1931 was not exactly a great year to start a business, but that's when Allstate opened its doors." He goes on, "After the fears subside, a funny thing happens: People start enjoying the small things in life—a home-cooked meal, time with loved ones, appreciating the things we do have, the things we can count on. It's back to basics, and the basics are good." What exactly home cooking has to do with car insurance is unclear, but that's the point. Allstate is feeling our pain.
Not that any of this has to be true or even reflect consumers' best interests: Reassurance messages, Ogilvy notes, "don't need to be purely rational, of course. Indeed, there is growing evidence that emotionally based messages are more persuasive than rational ones." Hard to believe companies pay big bucks for news flashes like this.
they open with a quote from Charles Darwin ("It is not the strong, nor the intelligent who survive, but those who are quickest to adapt") and prominently feature Ogilvy's fatalistic motto: "We sell—or else." ...
I love to use my DVR to fast-forward through commercials. In a one-hour show, I can knock out generally just under 20 minutes of advertisements. That means DVR makes TV watching around 30% more efficient. I can then use the saved time to do something useful or entertaining. According to a New York Times article today, not everyone has the same attitude as I do when it comes to skipping commercials. In fact, nearly half of DVR users let the advertisements play. While I found this shocking at first, I shouldn't have.
The Times says:
Against almost every expectation, nearly half of all people watching delayed shows are still slouching on their couches watching messages about movies, cars and beer.
That is excellent news for all the con artists this website is also abuzz about, as I mentioned earlier:
Originally written by Jacek K. on October 30, 2009 3:25 PM
Statements like yours are tantamount to saying that being informed about fraud, for example, will prevent people from falling for con offers from various Lehman Brothers et al. It won't, just as people won't stop watching commercials and running to stores to act on them, believing every single word that is being sold to them.
I always thought the one thing missing from the whole experience of traveling by bus was the opportunity to watch mind-numbingly dull commercials on TV. Simply enduring repeated umbrella blows to the thorax from combative old ladies is not enough these days. As if by a miracle my fantasies have been fulfilled by the advent of Bus TV. ....
Bus TV, in case you’re finding the name confusing, is TV on a bus. I don’t mean in the sense of those people who try to carry 72-inch plasma screens home on the bus because they’re too cheap to pay for delivery, I mean actual TV you can watch on an actual screen actually on the bus. If anybody had told me when I was ten that in the future I would be able to watch TV on the bus I probably would have gawped stupidly at them so fantastically exciting would the idea have seemed. Like most things in the future it turns out not to be that great. ...
It’s just adverts. ...
The second problem with Bus TV is that there are only five adverts in a continuous loop. After approximately two and a half minutes you’ve watching the same ad again. Even in a country where posters covering entire multi-storey buildings count as classy advertising this is a trifle infuriating. At least on Polsat you’re unlikely to see the same ad for ultra-soft flu tablets lovingly cooked by grandmothers more than twice in the same session. During a 35-minute close watching of Bus TV I saw the same five adverts approximately 9 billion times.
The third and not most insignificant problem with Bus TV is the depressing nature of the ads. I’ve become acclimatized to the mainstream world of Polish TV advertising in which all men are inept (or sick), all children are adorable (or sick and adorable), and all women stand in sunlight doorways fondling vitamins or soup packets. Not so on Bus TV. The first feature was an unpleasant public service announcement about the dangers of smoking featuring lots of close-ups of cancerous lips, the second was some kind of cartoon about electricians being electrocuted in bathrooms, and the third was a bizarre and inexplicable drama about babies crawling around on grass littered with dog feces. Somewhere in there was an invitation to visit the opera that did little to lift the mood. By the time I got off the bus I felt like I’d just attended an all-night showing of the world’s most disturbing cinema.
I took a close look at the Bus TV website and discovered that it costs just 120 zl to place a 30-second advert in one bus for one month. The next time I plan to catch a bus I’m going to phone up the day before and buy myself 500 zeds worth of Simpsons highlights on infinite loop.
NBC Universal planted these eco-friendly elements into scripted television shows to influence viewers and help sell ads.
The tactic—General Electric Co.'s NBC Universal calls it "behavior placement"—is designed to sway viewers to adopt actions they see modeled in their favorite shows. And it helps sell ads to marketers who want to associate their brands with a feel-good, socially aware show.
Unlike with product placement, which can seem jarring to savvy viewers, the goal is that viewers won't really notice that Tina Fey is tossing a plastic bottle into the recycle bin, or that a minor character on "Law and Order: SVU" has switched to energy-saving light bulbs. "People don't want to be hit over the head with it," says NBC Universal Chief Executive Jeff Zucker. "Putting it in programing is what makes it resonate with viewers."
TV has always had the ability to get millions of people to mimic a beloved character. ...
Mother tongue: Polish Joined: Monday, February 15, 2010 Location: Poland
RE: Do you enjoy ... advertising?
Advances in Consumer Research Volume 26, 1999 Pages 527-532
TERROR MANAGEMENT AND MARKETING: HE WHO DIES WITH THE MOST TOYS WINS
Naomi Mandel, University of Pennsylvania
Steven J. Heine, University of Pennsylvania
In recent years, reports of deaths in American news programs have increased considerably. It is impossible to watch the local news without being bombarded with reports of the latest gory murders, fatal car crashes and deadly fires. How does this death-related content affect consumers' perceptions of products advertised within these programs? This paper demonstrates that high-status items are evaluated more favorably by individuals who are subtly reminded of their own impending mortality than by control subjects. In contrast, low-status and non-status items are rated slightly less favorably by mortality salient subjects than by their control counterparts.
[Excerpts] This morning, if you opened your browser and went to NYTimes.com, an amazing thing happened in the milliseconds between your click and when the news about North Korea and James Murdoch appeared on your screen. Data from this single visit was sent to 10 different companies, including Microsoft and Google subsidiaries, a gaggle of traffic-logging sites, and other, smaller ad firms. Nearly instantaneously, these companies can log your visit, place ads tailored for your eyes specifically, and add to the ever-growing online file about you. ...
My complete list includes 105 companies, and there are dozens more than that in existence. You, too, could compile your own list using Mozilla's tool, Collusion, which records the companies that are capturing data about you, or more precisely, your digital self. ...
After running Collusion for a few days, I wanted to see if there was an easy method to stop data collection. Naively, I went to the self-regulatory site run by the Network Advertising Initiative and completed their "Opt Out" form. I did so for the dozens of companies listed and I would say that it was a simple and nominally effective process. That said, I wasn't sure if data would stop being collected on me or not. The site itself does not say that data collection will stop, but it's also not clear that data collection will continue. In fact, the overview of NAI's principles freely mixes talk about how the organization's code "limits the types of data that member companies can use" with information about the opt-out process.
After opting out, I went back to Collusion to see if companies were still tracking me. I found that many, many companies appeared to be logging data for me. According to Mozilla, the current version of Collusion does not allow me to see precisely what companies are still tracking, but Stanford researchers using Collusion found that at least some companies continue to collect data. All that I had "opted out" of was receiving targeted ads, not data collection. There is no way, through the companies' own self-regulatory apparatus, to stop being tracked online. None.
[snip] many people cheerfully claim to be total ad-avoiders, and it has become possible (if not always easy) to have normal media-consumption habits and avoid most, if not all, forms of advertising. You can watch movies through Netflix, use your TiVo, get friendly with Bittorent, or learn the art of averting your gaze. ...
Studies by academics and industry specialists suggest that somewhere between ten and twenty per cent of the population is either actively or passively avoiding ads. These are rough measures, but there’s every reason to think the avoidance numbers are growing....
But is avoiding ads responsible or sustainable? It makes the advertising industry nervous, and many in the content industry, joined by some academics, see ad-avoiders as content-killers. The argument is pretty simple: if you destroy the advertising revenue that content depends on, we’ll end up in a cultural wasteland, or, worse, a culture plagued by advertising that masquerades as content. ...
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