Bentley College Marketing- Honors

This blog is for MK 402-H01 and the greater Bentley College population.

Monday, April 03, 2006

Pollution

The post "Pollution" on the Brains on Fire blog by Jennifor Goff highlights a blog posting by another blogger Gareth Kay. Kay’s blog is entitled Brand New: Thoughts on Brands and Communications (and some occasional random stuff). In both of their postings Goff and Kay discuss the current pollution of television advertising. A survey by AdAge of more than 100 of the companies that spend the most on advertising showed 78% found that advertising on television was “less effective than two years ago.” Approximately “70% of advertisers believe DVRs and VODs will reduce or destroy the effectiveness of the 30 second TV ad.”

These blog postings are related to marketing because they question the entire future of television advertising. A majority of the advertisers surveyed by AdAge are exploring alternatives to traditional advertising: 61% mentioned “branded entertainment with TV programs," 55% are looking at TV program sponsorships, 48% “interactive advertising during TV programs,” 45% online video ads, and 44% product placement. These advertisers also mentioned that they would be looking to spend more of their budget on the Web. 80% will spend their money on Web advertising and 68% on search engine marketing.

The way in which these blog postings inform marketing is by presenting a solution to the decline of television advertising. Both bloggers feel that the way to solve this problem is not by switch to internet advertising or other alternatives mentioned above, but rather to concentrate on the message. Kay says “the biggest thing we can do is to put some focus back on the content.” I would agree that unless the message these companies are sending is unique and worthwhile, it is not worth spending money on either television or any other type of advertising. In Jennifer Goff’s words, “As we approach the critical mass of marketing pollution, the companies who will survive are the ones who realize that it’s not about how many ways they can sneak into our consciousness, it’s about creating a product worth talking about and a message- whether it’s traditional or WOM- that’s worth listening to.”

Although I knew about the declining effectiveness of television advertising, I did not know the opinion of the biggest spenders on advertising. My understanding of marketing was improved because I was able to see how these companies view television advertising and what marketing efforts they are planning to put their marketing budgets towards in the future.

If I were to critique something about this blog posting I guess I would critique the last statement that Jennifer Goff makes: “Nothing revolutionary in this post, I know… but I thought it bore repeating.” Although I found the posting extremely interesting and by following the links I could go all the way back to the AdAge article, Goff makes this study and blog posting seem insignificant and nothing readers should really pay attention to. Moreover, I believe that the topic of television advertising effectiveness is a significant topic and particularly important for future marketers like those in this class to examine.

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