November, 2010

How Much Of Your Audience Believes Your Ads?

Probably less than you realize.

According to a Harris Interactive survey made public this month, fewer than one in five American adults – a mere 19% – believe that advertising tells the truth all or most of the time. That’s the bad news. The good news is that Read more →

Consumer Revolt Makes Green Advertisers Blue (and Puts Them In The Red)

As if October hadn’t been bad enough for green marketers, here comes November’s bad news.

First, the New York Times reports, it seems that those “synthetic, reusable grocery bags, another must-have accessory for the socially conscious[,]” contain lead:

[R]eports from around the country have trickled in recently about reusable bags, mostly made in China, that contained potentially unsafe levels of lead. The offending bags were identified at several stores, including some CVS pharmacies [including those in Richmnond]; the Rochester-based Wegman’s grocery chain recalled thousands of its bags, made of recycled plastic, in September.

Concerns have proliferated so much that Senator Charles E. Schumer, a New York Democrat, sent a letter on Sunday to the Food and Drug Administration, urging the agency to investigate the issue.

But that’s not really marketing and advertising news. Here’s what is: According to recently released consumer research and sales results, Read more →

Political Considerations Blind Chevy Volt Ad Campaign To Marketing Realities

General Motors has created a new hybrid, and it’s not a new car model. It’s a business model. With the US government as a 60% shareholder and the UAW owning most of the rest, and with political appointees who lack automotive or even business experience in the driver’s seat, it’s a business model that puts political considerations above trivia like consumer wants and needs and marketplace realities. The new Chevy Volt television campaign, which broke during the World Series, Read more →

The Costly Perils Of Physical Rebranding

Sometimes rebranding can help. Just ask Eleanor Gow (rebranded as Elle McPherson), Richard Starkey (Ringo Starr), Frances Gumm (Judy Garland), Archibald Leach (Cary Grant) and Maurice Micklewhite (Michael Caine). Or ask Exxon (formerly Esso), Sony (formerly the catchily named Tsushin Kogyo [= Tokyo Telecommunications Engineering]) and Richmond’s own Altria (formerly Philip Morris).

And sometimes it doesn’t. And when it doesn’t, Read more →