SBC recently acquired AT&T and made the smart decision to keep the venerable AT&T name and all the brand equity that goes with it. To mark the merger, the telecommunications giant has adopted a new logo.
Of course Google’s $434 stock price (as of 26 Jan 2006) isn’t solely based on search. It’s anchored on the company’s booming ad business. But Google’s plans are targeted at much more than just ads for search.
One of the biggest mistakes most marketers make is focusing on the details of their product or service, rather than the benefits it offers customers. Of course we all realize that customers will only buy when they, either consciously or sub-consciously, perceive some benefit from your offering. But focusing on the product benefits rather than features is still a common mistake.
Leaving behind their iconic ads that combined cultural icons, landmarks and trends with their bottle, Absolut is set to spend $20 million on a new ad campaign that takes the company in a totally new direction. Having historically concentrated solely on print, the new campaign by TBWA/Chiat/Day in New York also pushes the brand to TV as “The Absolut Vodka,” continuing to play with the product’s name.
Savvy marketers no longer talk about “Web Analytics,” but rather concentrate on “Web Analysis.” “Semantics,” you say. Well, yes, but it is a subtle and important change in terminology.
Been to a McDonald’s lately? I have. Yes, I saw “Supersize Me,” and I know we are supposed to avoid fast food like the plague, but sometimes when you are starving, it is the only option. On my recent visit, I noticed that McDonald’s has totally revamped the visual presentation of its in-store promotions and menu. No more McClutter. Now its McClean, McConcise, and McCrisp.
People are always talking about how young people are watching less TV and using the Internet more. Well, they are using the Internet more, but they are also watching five percent more TV, according to a recent Nielsen study. It appears the rumors of TV’s demise may have been slightly exaggerated.
So, you finally got your CEO to buy-in on an ad campaign. Great. Now what?
Once you finishing scrambling around to find creative agencies, media placement firms, and Audit Bureau of Circulation (ABC) numbers for your target publications, you need to think about waht a “good” ad should be.
Schedules, fuel prices, and bankrupcy aren’t the only problems facing established airlines these days. Their ads miss the mark as well.
A previous Marketing Matters posting (“Advertising Gets Real”), discussed the current spate of “reality” ads. In an upcoming Super Bowl ad, beauty products maker Dove continues this trend with an ad that aims to raise girls’ self esteem with the message that real beauty comes in all shapes, sizes and colors. At $2.4 million for each 30 second spot, this contrasting ad is a big bet.