Hasta La Creative!

One thing you have to note about the great commercials we know of today is that people will want to see them over and over again. This is one of the best forms of advertising today and apparently most companies want to make sure that their ads cover all the grounds and necessities expected by their target market with regards to the product or service that they are offering.

Tools used in advertising such as the consideration of people, place and the script are important. To most, advertising means something only if they cost and show the product. Add that touch of creativity and right mix of tools and you will find people wanting to see that production on television over and over again.

Advertising commercials likewise helps establish an indirect form of brand recall so that future products or services will likewise be established in the process.

Walt Disney Co. is trying to get inside the minds of television viewers.

The Burbank-based entertainment company, with its profitable ESPN and ABC entertainment networks, said Tuesday that it was developing an “emerging media and advertising research lab” to try to figure out why people watch the shows they do.

(Source) Los Angeles Times

“You want to buy Desperate Houswives on DVD….”

The Walt Disney Company, not one to be content with a dominant sports and children’s entertainment conglomerate, along with half of my television channel lineup is now building an advertising research lab to find out how they can better reach us?

Hat tip to Worldscreen

“By coupling Disney Media Networks’ top-quality content with advanced new research practices, we have an important opportunity to further explore the connection that viewers of all ages have with our entertainment, news and sports programming,” added Anne Sweeney, the president of Disney-ABC Television Group and co-chair of Disney Media Networks. “We look forward to working with Duane to learn more about the viewing experience across audiences and, in doing so, to heighten its value for the public, our advertising and distribution partners, and the industry as a whole.”

I guess even the number one brand in theme park entertainment and children’s programming has to find a way to keep building on success. But, I can’t help but think a lot of this is Orwellian doublespeak for “people hate commercials, how do we get around that?” or “focus groups.”

Building a “lab” makes it sound almost sinister, since they’re not doing anything medical–evil scientists have labs, people who want to conquer the world have labs, frozen animation moguls are kept in labs.

Never mind, it makes sense now.

Rejected marketing ideas: Hannah Montana tramp stamps, Ty Pennington’s drink and build construction sets and ESPN: the toilet paper.

Technorati Tags: Disney, The Walt Disney Company, Advertising, Market Research, Lab Rats, Killing Sacred Cows

With Walt Disney taking the reigns in Austin, TX, there is going to be a whole new way to test the effects of advertising on the viewer. Disney ultimately wants to find out if consumers are more impacted by interactive ads and if their money would be well spent on these high-tech ads.

“TV is not a rational medium, it’s an emotional medium,” Varan said. “We can get to a deeper layer of what’s motivating people by seeing how they behave, observing them in experimental settings and seeing how their body reacts.”

Biometric testing has been used when testing print ads as it gauges a reaction that focus groups and surveys don’t always catch. Now, should Disney’s new lab open by year’s end, we’ll know the same thing about TV spots, mobile and interactive ads. Depending on the outcome, this could mean that for ads of this high-tech calibur, agencies could ideally charge more since they will be more effective. Is it really making someone’s heart beat faster? Are they truly feeling the emotional connection you are trying to convey? ABC and ESPN may just be the first to know.

Read more about it here.

Technorati Tags: Disney, ABC, ESPN, advertising, testing, focus groups, biometrics, television, interactive

Small businesses do not have the luxury of advertising lackadaisically today. For one thing, budgets are limited and by all means, they have only one shot at making good their advertising opportunities work for their business.

Overall, this may seem easier said than done. There is a gamble and risk in using advertising tools. Being a small business on the rise, proper analysis and deliberation must be done by business managers to make sure that such resorts can indeed be helpful to the company’s cause.

For what it is worth, it would be best to consider everything through analysis and studies. By doing this, the feasibility of using advertising mediums can be justified and lowering the risk of a useless way of helping promote a business and what it has to offer.

“In advertising, large companies can make small mistakes and survive,” notes Mark Preiser of Walter F. Cameron Advertising in Hauppauge. “They can even make large mistakes and survive. Small companies don’t have the same luxury.”

(Source) Newsday.com

Technorati Tags: advertising, small business, feasibility, advertising mediums, promote, business

Comedia Mo Rocca is on a crusade to find out how you bank, you can see videos at http://www.bankofamerica.com/mobanking. He takes to the streets of New York (though he claims to be elsewhere) and asks random people probing questions like “What do you wear when you bank?”

Bank of America – Joshua Tree Park – (2008) :30 (USA)

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Remember that old thick yellow book you have beside your telephone? Well thanks to technology, a new way of trying to serve the public and not lost the growing list of companies who need information and advertising as well has been announced.

Apparently, the online market is growing and this is a clear sign that providing service in the form of advertising across print, online and mobile platforms. With the apparent growth of the market, the Yellow pages sees this as an opportunity to expand its market by penetrating the advertising needs of the online communities today.

Yellow Pages chief executive Dudley Enoka said his company was in talks with several other online players regarding partnerships, and he expected announcements would be made shortly.

He said customers were increasingly looking to diversify their advertising across print, online, voice and shortly, mobile platforms.

“We’re immensely proud of our heritage as a business based in print and we are still seeing excellent growth there.

(Source) Stuff.co.nz

Technorati Tags: yellow pages, online, market, advertising, technology, information

The footage of Cameron Diaz, drunk getting hitched to an equally soused Ashton Kutcher was “leaked” on the web to help boost interested in the movie “What happens in Vegas” which opened May 9. Adage reported:

those surveyed were asked for their top three choices of movies to see this summer, only 13% of Marketcast respondents named “What Happens in Vegas.” Instead, most mentioned blockbusters such as “Indiana Jones” (May 22) or “Chronicles of Narnia: Prince Caspian” (May 16). In short, when a film is tracking behind pictures that don’t even open until two to three weeks after it does, the studio releasing it has a potentially significant problem.

Complicating matters, Ms. Diaz was forced to skip its press junket last weekend after the sudden death of her father on April 15.

That has not been lost on Fox. The studio hastily cut new TV spots showcasing broader humor that might skew more male, and the planned leak of the illicit “wedding video” may yet stir up interest among heretofore unenthusiastic males.

“The ‘wedding video’ is only in the actual movie for a little bit, but they shot 10 minutes of footage, and it’s fucking hilarious,” said Shawn Levy, a producer on “Vegas” who has also directed the comedies “Night at the Museum” and “Cheaper by the Dozen” for Fox.

So far “What happens in Vegas” has received mixed reviews, and how many saw it the opening weekend hasn’t been announced yet.

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Posters are known to have their share of gaining attention and with the matter of prostitution placed on the table, it should not be surprising if some sectors would become wary of this growing pain and deprivation for the younger kids of today.

Prostitution is something that many despise. Some people even go around the bush in trying to avoid this delicate issue that usually burdens the youth. It is apparent that prostitution is something that society can do well without. All it really needs is proper awareness and orientation so that people will not forget its impact on society today.

Mr Coaker added: “These women are being treated as commodities and are sold, controlled and exploited by others for a profit. This is totally unacceptable.

“The advertising campaign we are launching today should help draw attention to the plight these women face and make men think again about what they are doing.”

(Source) BBC News

Technorati Tags: posters, prostitution, advertising, campaigns

HDTV is coming. The routine ads on broadcast TV continually remind us of that fact. But BBC is reminding their viewers in a slightly different fashion:

Kind of blows other “introducing HD” ads out of the water. And while it vaguely reminded me the Michael Bay Verizon FIOS ad, it leaves me with a different feeling (i.e. more HD, less Bay). I’m willing to bet as HD channels proliferate and broadcast switches over to HD, we’ll be seeing more explosions and special effects in commercials.

But for the moment, I’m just going to kick back and enjoy it.

[via the Lunar BBDO blog]

Reuters reportsindie music for beer launches

The national campaign for Bud Light Lime will feature the music of multigenre performer Santogold. A remix of her song “Lights Out,” as well as the ringtone, will be released online next week at budlightlime.com.

In addition, a CD sampler, with up to 18 tracks, will be released in June to tastemakers and music blogs. Tentatively titled “Bud Light Lime + Fader Presents,” it will feature existing music from such indie labels as Downtown Records.

Disclaimer: I’m a huge fan of Santogold. Here’s some lovely to listen to (inside)

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