Advertising

COMMENTARY
7:36 am
Wed July 10, 2013

CNN: A Classic Case In Marketing

Changing the Programming
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Whenever I hear of a real case of marketing, it inspires me. I want to tell everyone who thinks marketing is just a synonym for advertising and promotion.

Television network CNN ranked 23rd last year in advertising revenue among basic cable networks. Spending $379 million dollars placed it behind networks such as Syfy and Bravo. It turns out that most people tune into CNN only in the case of big news events.

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COMMENTARY
7:37 am
Wed June 26, 2013

Share Of Voice Equals Share Of Market

The more advertising, the more a category's a commodity.
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You wonder why every car dealer TV ad is followed by an ambulance-chasing lawyer ad … is followed by a car dealer ad … is followed by an ambulance-chasing lawyer ad … is followed by . . . you get the point.

Business categories become commodities when consumers no longer identify a meaningful difference between brands. When that happens, the only difference a brand can create is in advertising. Better advertising than others, or, as in most cases, more advertising.

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Commentary
7:36 am
Wed May 29, 2013

He-Man Advertising For He-Men

Credit addImage / fotolia.com

It’s amazing how little substance there is in most brand advertising today. The vast majority of product campaigns all seem to be pretty photography and fluff.

Brand awareness obviously is the objective. But in most campaigns you have to ask the question, “awareness of what?”

Barbasol, a shaving product that came out almost a hundred years ago, aired a campaign this year that showed some substance.

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Commentary
7:36 am
Wed March 20, 2013

Without Trust, Brands Lose Equity

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We spend our lives in a branded environment. We buy branded products and services. We work for companies that are trying to build their brands. Some of us work in a brand-building role.

At the very least, we spend our money with a keen awareness of brands.

Why? What is it about a brand that influences us so? What makes a brand worth billions? What makes one bar of soap worth twice as much as another?

The brand.

What is a brand, anyway? One word: trust. The definition of a brand is trust.

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Commentary
7:38 am
Wed March 13, 2013

The Name's The Game On The Internet

Marketing Consultant John Malmo

The effects of the Internet continue to astound me. As simple an asset as a killer web site name – and knowing what to do with it - can turn a nothing business into eight-figures in no time.

Serial entrepreneur Jesse Stein bought the name SportsMemorabilia-dot-com in 2006 for twelve-thousand-five-hundred dollars. At the time, the site was doing business of a few hundred dollars a month.

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