: Sherrie Perkovich
Seniors must watch a hulluvalot of ESPN in the wee hours of the night... or so the media buy would suggest. Ok, I admit it, I'm an ESPN junkie... to the degree that I can probably recite the sports news for you... I, however, am not interested in wheel chairs, adjustable beds, nor life saving devices I wear around my neck.
I have some advice for the companies out there that are wasting their money on remnant cable buys.... STOP! You are wasting your likely already small budgets. Instead of being sold on run of network media buys when you don't know where or when you ad will appear, how about a fine tuned media plan that reaches exactly who your target audience is... when they are actually up and able to receive you message. And not half way between here and neverland....
Thursday, May 8, 2008
To be Dove is to be fake...
: Sherrie Perkovich
Read an article today I found in AAAA Smartbrief... title of it was "Dove's "Real Beauty" and in it, they state that the pics are said to be less than real." Dove has received all sorts of praise for their "real beauty" campaign. Turns out that Dove is less than perfect... along with the rest of us. The article speaks of the "models" in the ads being retouched. Its a sad reality that even our "real" models have to be airbrushed to non-perfect perfection.
Makes you wonder... what's real anymore? I know honesty seems like a rare thing in this world... especially the world of advertising. With steroid use running rampant, politics being fixed and now real beauty being airbrushed... just who do you trust?
The answer is to trust your gut instinct. Let's be honest here... advertising isn't brain surgery. If done well, we are communicating a product/service to a group of people who potentially want/need it. If you are included in the targeted group, you might respond. If you are not... then you won't and go about your day.
In this day and age when the average person is exposed to over 5,000 messages today... take them with a grain of salt and filter what you don't want.
Read an article today I found in AAAA Smartbrief... title of it was "Dove's "Real Beauty" and in it, they state that the pics are said to be less than real." Dove has received all sorts of praise for their "real beauty" campaign. Turns out that Dove is less than perfect... along with the rest of us. The article speaks of the "models" in the ads being retouched. Its a sad reality that even our "real" models have to be airbrushed to non-perfect perfection.
Makes you wonder... what's real anymore? I know honesty seems like a rare thing in this world... especially the world of advertising. With steroid use running rampant, politics being fixed and now real beauty being airbrushed... just who do you trust?
The answer is to trust your gut instinct. Let's be honest here... advertising isn't brain surgery. If done well, we are communicating a product/service to a group of people who potentially want/need it. If you are included in the targeted group, you might respond. If you are not... then you won't and go about your day.
In this day and age when the average person is exposed to over 5,000 messages today... take them with a grain of salt and filter what you don't want.
Wednesday, January 2, 2008
The Best Reality TV
: Sherrie Perkovich
Advertisers and clients alike over the years will argue what works, if it works, and how it works. Some think that only beer pushing, mostly naked women, nearly saw your nipple advertising is what works and works well during the big game. I’m talking of the Superbowl of course. It would be impossible to ignore the hype. Is it worth it? Should a client spend over $2 million dollars on one :30 second spot? We can argue all day about the price. But the answer is yes. I agree with the experts. Even if just a little bit. You of course need a product or service that is BIG TV advertising ready. No local dentists need apply.
Here's why its a good use of resources...The idea of reaching an audience so focused on football and on the commercials is a dream come true. When else do viewers sit down and spend that much energy watching the commercials, and talking about them afterwards. As an advertiser, it is what we dream of. The Superbowl makes it a reality. And for our clients, the discussion that happens afterwards is worth the money.
I caveat this by saying that you need to have the right message and the right creative to reap the benefits. If you don’t, you will have the exact opposite effect of what you were striving for. Bad word of mouth. We’ve all seen those ads. A loud groan comes out of the crowd at the spots completion. Not quite living up to its potential. Not only did you waste your millions dollars, you’re getting negative word of mouth that will unravel your brand. Be smart, be funny, be entertaining. But remember to reinforce your brand and pay off the message. Do it in a relevant, interesting way. And you'll be the one holding the trophy...
Advertisers and clients alike over the years will argue what works, if it works, and how it works. Some think that only beer pushing, mostly naked women, nearly saw your nipple advertising is what works and works well during the big game. I’m talking of the Superbowl of course. It would be impossible to ignore the hype. Is it worth it? Should a client spend over $2 million dollars on one :30 second spot? We can argue all day about the price. But the answer is yes. I agree with the experts. Even if just a little bit. You of course need a product or service that is BIG TV advertising ready. No local dentists need apply.
Here's why its a good use of resources...The idea of reaching an audience so focused on football and on the commercials is a dream come true. When else do viewers sit down and spend that much energy watching the commercials, and talking about them afterwards. As an advertiser, it is what we dream of. The Superbowl makes it a reality. And for our clients, the discussion that happens afterwards is worth the money.
I caveat this by saying that you need to have the right message and the right creative to reap the benefits. If you don’t, you will have the exact opposite effect of what you were striving for. Bad word of mouth. We’ve all seen those ads. A loud groan comes out of the crowd at the spots completion. Not quite living up to its potential. Not only did you waste your millions dollars, you’re getting negative word of mouth that will unravel your brand. Be smart, be funny, be entertaining. But remember to reinforce your brand and pay off the message. Do it in a relevant, interesting way. And you'll be the one holding the trophy...
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