Month: March 2012

This time, they were really going to get him. MoveOn.org was going to get him kicked off 180 radio stations. Media Matters for America was going to get 100 national advertisers to cancel their spots on his show. So how did the Great Rush Limbaugh Ad Boycott work? Not exactly as expected — and even…

Late on the afternoon of March 9, an Examiner.com article criticized a new campaign Kimberly-Clark had started airing for Huggies diapers. The campaign depicted fathers as bumbling, clueless klutzes right out of a 1950s sitcom, and a massive online backlash from dads — 32% of whom are their kids’ primary caregivers — got K-C to…

In the beginning was the 2011 two-minute Chrysler Super Bowl commercial, in which Eminem’s voice-over said you should buy Chrysler cars because they come from the imploding, dysfunctional city of Detroit. This year, in another Chrysler Super Bowl commercial,  Clint Eastwood went on for another two minutes about how Detroit — which an Economist article…

It must have seemed like a good idea at the time. Kimberly-Clark wanted to demonstrate the superiority of their Huggies diapers on television, and to do this they chose a stereotype right out of 1950s situation comedies. They wanted to show how well their diapers did their job under even the worst possible conitions. And…

The first goal of any media planner is to make the most efficient media buy. This means the one that reaches the largest number of consumers — preferably the largest number of qualified prospects — at the lowest cost. But you can seriously undermine your brand’s sales efforts by basing everything on the numbers alone.…