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Marketers just can't get them early enough. The cocophony of advertising is starting at an ever younger age as marketers try to build brand loyaly early. Procter and Gamble is now marketing its toilet tissue, Charmin, to kids 2-4 in a children's book. That's right, P & G is publishing a book that features the cartoon bear from the advertising campaign and will reference key words used in the ad campiagn in the book.
I suppose the "target market" is ripe for P & G's message. With most 2-4 years olds joyously exclaiming, "Daddy, I went poopy in the tiolet!" with the glee usually reserved for getting their favorite toy at Christmas, the message will surely resonate appropriately.
Do we really need to have a toilet paper preference at age 2?
In a recent study by InsightExpress and MediaPost summarized in eMarketer, 80% of media planners think consumers notice TV product placements yet 46% of consumer say the placement leaves no impression on them. Now, that's a marketing quandary isn't it? All is not lost though as the studies also found only 11% of consumers leave them with a negative impression of the placed product.
Great. Pay a lot of money. Place a product. Leave no impression. Sounds like well spent marketing dollars to me!
In yet another cultural odditity of Western stars appearing in Eastern advertisements, here's some work Charlize Theron did for Honda. And yes, she does speak Japanese in the ad. I don't know what's with that weird puppet though. I guess every culture's got it's thing.
From Panderers in Japan.
Here's a banner created back in 2001 that never ran. It's a little more timely today.
Found in the Ad Graveyard
Here's an interesting commercial for the always intruiging piece of clothing: women's panties. In this spot, the importance of choosing panties that fit the right way becomes very important for these women. Not that you'd actually be alive at the end of this particular commercial to care.
Thanks to TTR2 for finding this one. Click the picture to view.
Totally Off the Record is a web site you can visit to anonymously bitch about your job or tell funny stories about it. From the site's About page:
"It's a virtual water cooler where people doing the same jobs as you come to share, and share in, the Outrageous, Too Funny, Embarrassing and Feel Good stories (and for some jobs Celebrities) that happen to us all while at work."
There, of course, is a section for advertising and I know you all have plenty of stories to tell. So, go to the site, read some of the stories and then add your own. It's fun. Share your experiences and miseries with the rest of us. Think of it as therapy.
Always thinking ahead, my former employer Starcom Mediavest (SMG), has launched a new division called Play. Play will specialize in helping SMG clients master the $10 billion consumer gaming market. The unit claims to be the first of its kind to focus specifically on leveraging videogames and the gaming industry as consumer contact channels. That's SMG language for media outlets.
Play will be led by marketing specialists and long-time gaming enthusiasts, Tim Harris and PJ MacGregor, who bring a unique combination of SMG's consumer contact expertise and 30 years of gaming experience to the division.
"We plan to innovate and advocate the effectiveness of the videogame industry as a viable, measurable communications medium," said Harris, vice president and director of Play. "As marketing practitioners and gamers, we're excited to capitalize on videogame contents and formats to convey our clients' branding messages to a massive and influential consumer audience."
It nice to see the big boys get into the advergaming business. At a minimum, it will at least make these emerging advertising channels more visible to large consumer packaged goods clients driving much needed ad dollars into these developing channels of communication.
Check Play out here.
According to a New York Times article, Publicis Groupe's Fallon of New York has created a new campaign for Brawny that will air as soon as this weekend and feature a new set of Brawny hunks. The commercials portray the men as doting husbands that clean up after themselves...with Brawny towels, of course.
The campaign will be supported by a $10 million media buy, most of which will be spent on television.
What's with all the Spikes? Viacom has renamed the TNN network calling it Spike TV. Director, Spike Lee didn't like that and sued Viacom and won a preliminary injunction against Viacom. With the new TNN set to launch Monday, Viacom will have to scramble to overturn that ruling or rename the network.
"You can't take the name Spike TV when you have a person like Spike Lee who is such an important part of television and film. When you talk to people, across the board they think of Spike Lee when you talk about Spike TV," said Lee's lawyer, Johnnie L. Cochran Jr.
Viacom bites back. "We are seeking an immediate stay of the court's order, pending appeal. We respectfully disagree with the court's judgment, which we believe is not supported by the law or the evidence."
I guess we'll know the outcome by Monday.
Rod Harris, president and CEO of TruckAds, coins the term "Soft Target Advertising". Briefly, he describes this as a form on non-invasive advertising. Those targeted are not forced to view the ad. It is just there for them to se if they choose to see it. A sort of polite advertising if you will. If there is such a thing.
Most forms of out of home advertising would fall into this category. Of course, being the president of TruckAds, truckside advertising is, of course the best form of "soft target advertising" :-)
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