An unexpected by-product of the current financial crisis has been the rate of advertising by banks, investment firms and other financial institutions. This media buying push is designed to reassure anxious investors, business partners and customers during these troubled times. Financial publications report an advertising increase. Perhaps a big advertising push may actually seem to be the [...]
In this fledgling economy, a noticeable shift in consumer purchasing has become apparent: Shoppers are taking drastic steps to save money: trading down SUVs in favor of economical vehicles and going from designer labels to private labels. (See Peter Koeppel’s ERA article on the decline in consumer spending.) Consumer confidence tumbles. Climbing gas and food prices, [...]
DRTV spots are 60 or 120 second commercials that educate consumers about a particular product or service, its features and benefits. Media buyers can effectively reach their target audience by purchasing premium timeslots on local broadcast and national cable and satellite stations. State the problem and offer consumers a solution… DRTV media buyers understand that [...]
Savvy media buyers are well-aware that the Internet is continuing to rapidly change the way consumers receive, process and share information. More than ever before, we are being bombarded with news and information from a variety of media sources. Technological advances in media development allow people to remain current with everything from global news reports [...]
Amid an avalanche of bad economic news, including the subprime mortgage meltdown, the loss of 80,000 jobs in March and record home foreclosure rates, I set out to find a business that is thriving despite the economic turmoil. That business is video games and the major player in that marketplace is GameStop. GameStop’s sales [...]
Minnesota’s Star Tribune reported on March 2 that despite this year’s intense presidential election, some, like Brown University Professor Darrel West, still say that TV commercials are playing a reduced role in the election. According to Brown, who wrote a book on presidential political advertising titled “Air Wars,” the 2008 election is based on critical [...]
The BIA Financial Network Inc. has announced its prediction for the 2008 television industry. In its quarterly Investing in Television Market Report, BIA estimates the revenues for television advertising, direct response television (DRTV) campaigns, and infomercials will post an 11 percent growth this year. Political candidates attribute to the jump in revenue, with an unusually [...]
Devices that bring together television and the Internet aren’t new, and the new ways for DRTV to use infomercial advertising with them are plentiful. For instance, Apple, Inc. offers Apple TV, which copies video, music and photos from a user’s iTunes collection and then plays them on the TV. Then, there’s TiVo, which allows users who have [...]
With all of the buzz surrounding the drive to web sales from DRTV advertisements, let’s take a moment to look at the other side of this coin. Advertisers that are using a more multi-channeled approach, including online media, need to make sure they utilize the immense amount of data that goes along with this medium across [...]
In today’s world of bit sized media bits it can be daunting to try and navigate through the multi-layered media map that has unfolded in recent years. Advertisers that are wanting to target the younger millennium generation have to look beyond the traditional advertising vehicles. With digital TV, mobile phones, text messaging, social networking, I-Pods, and blogging all [...]
