The Power of Low & Consistent Mass Media Spending

Advertising is far too often driven by lore and anecdote – even when it comes to media spending.

So it was refreshing to read Byron Sharp’s latest post “A Little Advertising Goes a Long Way” (link here). Sharp focuses on campaigns with huge media bursts and finds that far too often they’re tremendously inefficient. Read more of this post

Cable Cutting? Census Suggests Just Sharing Households.

Much was made of Nielsen numbers released recently that suggested a small drop in homes with multi-channel TV (cable, satellite, etc.).

Of course, those wishing to become rich in a new digital world told us, once again, that this was the harbinger of the death of TV…just like newspaper is dead (which it isn’t) and magazines are dead (which they aren’t).

But truth is often quite complex. And today I came across this release (click here). Read more of this post

Future TV Skepticism: Why I Don’t Think Apple will Conquer TV

It’s been a crazy week of reports on TV. It started with the extremists predicting nothing less than complete destruction of TV. They report this, of course, with tremendous glee – after all it’s good for your career to predict the demise of TV.

On the other hand, we’ve been fortunate to read responses from savvy TV watchers who observe TV with more clarity and better awareness of history. In particular, check out this post by Wayne Friedman of Media Post. (Link Here.) And I highly suggest you read this one about why internet HBO would cost far more than cable HBO cable – far more than anyone would pay. (Link Here.)
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The Tyranny of Creative Correctness in Advertising

Let’s define a new term: Creative Correctness. In other words, the tyrannical pressure from a specific view of artistic perfection that turns advertising from a powerful advantage into failure.

Creative correctness is a disease. And it’s one the ad business needs to fight. Because forcing advertising to live up to any one group’s specific flavor of art takes advertising away from truly human communication.

To be clear, being concerned about creative correctness in no way lets up on the drive for advertising excellence – it enhances it. Creative correctness is dysfunctional – focused on a specific and one-dimensional vision of artistic purity rather than a rich understanding of moving humans to action through communication.

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There Is No “ROI vs Brand” Dilemma When You Know Your “Profit Horizon”.

Far too many “smart” (aka self-conciously cool) agencies these days proudly seek talent from anywhere EXCEPT business backgrounds. They believe, they say, that these fundamental skills for understanding arcane concepts like “profit” get in the way of true creativity. (More on this mis-direction in a future post about an ad biz culture I call “creative correctness”.)

But this outright avoidance of business skills in the agency business has led us to the endless (and frankly silly) discussion about deciding between “ROI” and “brand”.

Bunkum. There’s no contradiction between these two – not when you think like a business. The needs of your business must be met – and that means creating advertising which brands AND delivers ROI. Read more of this post

New Book: “Building Brand with Direct Response Television”

With the October edition of Response Magazine, we have released my book “Building Brand with Direct Response Television“. This book takes an unusual look at DRTV – focusing on it’s biggest potential power: building brands while driving immediate sales (at retail as well as direct).

This book is the result of the past decade when I’ve written extensively about direct response television (DRTV) and it pulls together a comprehensive view of how DRTV can build brand, drive retail, and, in the process, dramatically change the marketing game. Read more of this post

A Baker’s Dozen Truths About Brands and Brand Advertising

Brand has become the marketing religion of our time and takes on outsized importance in every decision. And that leads to a bunch of lists – each claiming to reveal “the” absolutes of brand building.

The following makes no claim about summarizing absolutes. But the more lists I see, the more I love the far more humble and practical sense of brands found among this bakers dozen. And, the more I think they reveal important things that enthusiastic brand enthusiasts seem to have forgotten:
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How is it that Television Keeps Getting MORE Vital, Not Less? (Including Some Surprising Thoughts from Jobs.)

There’s something in the water of technology centers in the US that drives an idea that digital media always means revolution. It’s been there a very, very long time. And it makes pretty outrageous claims about technology’s impact.

But when it comes to “revolution”, more often than not, human reality keeps getting in the way. Nowhere is this more true than with the digirati myth that TV will diminish and fade into the past.
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More Confirmation of Traditional TV’s Advertising Strength

The “radicals” who envision an internet take-over of the entire advertising world have been telling us for years that TV was dying. But not only won’t it die — it just keeps getting better.

The radicals loved the idea of TiVo killing off all TV advertising. So we heard about it – endlessly. As a result, advertising agencies exerted tremendous angst re-structuring their lives without TV. And then, after more than a decade, it turns out TiVo has made TV advertising even more effective. (Link here.) Read more of this post

Larry King. A TV Endorsement Sell Out?

Watching TV last week, my family was surprised to see an ad come up with Larry King in what looks like an interview format with an 800# underneath. Surprise turned to gasps of horror as it became clear he was hawking BreathGemz. Sadly neither King nor BreathGemz come out winners.

The problem for Larry isn’t that he took money to endorse a product – there’s a thousand ways he could succeed in a endorsement that would leverage his credibility without hurting it – even in direct response television (DRTV). But here he sold his credibility in a hack execution of the spot – complete with microphone so we don’t forget who he is and his young wife sitting limply beside him. (I only identified his wife later because it wasn’t the least bit clear in a real world experience watching the spot.) Read more of this post