Although 76 of the 100 Leading National Advertisers (LNA) cut their spending for 2009, that doesn’t mean they did less advertising. A new, previously unheard-of, phenomenon called media deflation has helped many do more for less. One cause is that mass media are hemorrhaging audiences left and right. With newspapers, that’s old news, but as of the week of July 4, broadcast television – ABC, CBS, FOX and NBC – had the lowest number of
Some 80 years ago, when William Wrigley, Jr., was on a business trip on a DC-3, another passenger asked him why he spent so much on advertising when his chewing gum business was doing so well. “How fast are we flying?” asked Wrigley. “Oh, about 150-200 miles an hour,” said the passenger. “Then since we’re doing so well, why not shut down the engines?” In deep recessions, when cash is tight, there’s a strong and
Kantar Media, a division of WPP, just finished compiling the 100 leading national advertisers’ (100 LNA) measured-media spending for 2009, Guess which medium got the lion’s share. If you said Internet advertising, you’d be wrong. The biggest, hottest new 21st Century advertising medium is…network television, where the 100 LNA spent $23.62 billion on advertising, or 18.9% of the total ad spend, followed closely by that other hot new medium, magazines, whose $23.51 billion accounts for
Here we are, still in baseball season, and Fox has already sold 80% of next year’s Super Bowl advertising time. To call this unusually brisk sales would be a gross understatement, especially in view of previous years. It took CBS, for example, three months longer to reach the 70% mark for this year’s game (i.e., in September). What’s more, many advertisers deserted the national ad buy to save money by going spot or regional. The

Saying everything = saying nothing.

Posted by admin on  August 12, 2009

Category: Uncategorized
Each ad you run gives you one shot at your target audience, so it makes sense to use all the ammunition you can, right? Wrong. True, there’s a lot you want prospective customers to know about your business, but putting it all into one data dump of an ad will hurt far more than it helps. People aren’t sitting around waiting for your ad so they can study it and take copious notes. It’s only