Tuesday, 29 May 2007

The coming Television and Advertising Storm, what you need to know about the future!

The current methods of advertising/marketing are based on deluded knowledge of communication and human behaviour, and are about to implode.

People in advertising are bad at thinking coherently about the future, they prefer whatever is present to the distant and remote.

One thing is for sure, with the changes already occurring they are going to have to make huge sacrifices on behalf of the future.

Advertising Agencies have allowed widespread short-termism. With no long-term view on the actual process of communication and all the other attendant problems, clutter, the Internet, the process of communication, accountability, customer indifference, lack of attention, the loss of trust, to mention just a few!

The Storm 1.?

Well, to start with the traditional TV stations are being buried beneath a blizzard of devices, and there are new services such as ViewmyTV which claims to offer "hundreds of live streaming channels from all over the world".
People are watching TV differently, fast forwarding through TV adverts or waiting for a drama series to come out on DVD to "Binge" watch all weekend.

Television broadcasters face "severe pressure" as advertisers abandon traditional media in favour of the Internet. So says Sir Martin Sorrell, head of WPP.

Television is under severe pressure at the moment from the Internet. There has been a fundamental shift and the pace will quicken.

There speaks a person who is himself under severe pressure, he cannot help but think short-termism, it is in his financial interests to remain the one-way passive advertising scenario advocate.

Please also visit: http://effectiveaccountablecommunication.blogspot.com

Monday, 21 May 2007

Why? Simply put they were not concerned with solving their Clients problems they simply wanted to maximise their profits!

This communication technique reduced frequency, thus less clutter, enhanced awareness of TV commercials, used existing media, and was totally accountable – just one exposure was far more effective than reach and frequency. And they didn't like that one bit!

Now here they are, having nearly ruined one perfectly good media establishment madly going off to then disenchant clients as to the efficacy
or otherwise of the Internet, a medium totally hostile to the concept of advertising.

And so Advertising Agencies, in their ignorance, go on wasting billions of dollars on ineffective advertising!

Now please visit://effectiveaccountablecommunication.blogspot.com

Sunday, 13 May 2007

Industry Fixates on Plummeting Live Audiences

As Ratings Wither in Face of DVRs and New Nielsen Methodology, Broadcasters Pursue Other Metrics

Why the big drop-off? Part of it may be Nielsen methodology, and part of it is the continuing defection from live viewing to time-shifting. And things are only going to get worse, according to a consensus of analysts who predict the TV environment will be subjected to unheard-of patterns of erosion.

"The decline this year is staggering," says Shari Anne Brill, VP-director of programming at Carat USA, New York, and a veteran TV-research executive. "The delayed viewing puts [the ratings] back [up]. A lot of delayed viewing occurs within that first day. For [the week through Tuesday, April 17] in broadcast prime, 46% of minutes were time-shifted minutes."

Source: Nielsen Media Research

All this could have been avoided...however the Advertising Agencies avoided the answer which was INTERACTIVE MARKETING COMMUNICATION
An answer to the problem? Please visit: http://effectiveaccountablecommunication.blogspot.com

Friday, 4 May 2007

Demonstrating that terrestrial TV together with interactive print events can produce staggering increases

When interactive “events” have been prepared together with a direct request for the viewer to pay particular attention to participating TV commercials, there has always been a substantial and measurable lift in brand awareness, message comprehension, which always lead through to increases in sales.

To demonstrate the effectiveness of interactive programmes linked to terrestrial TV here are just some examples of the increases recorded by independent research.

Increases in television advertising awareness as result of exposure to an interactive “Event”

Birds Eye Fish Fingers + 11%
Sunsilk Shampoo +233%
Duracell Batteries +200%
Plumrose (Canned) Ham +400%
Sara Lee + 83%
Sources: AGB, NOP, Gallup

These results are just the tip of the iceberg in demonstrating that terrestrial TV aligned with interactive events can produce staggering increases in all key measurements including sales.

Want more? Please visit:http://effectaviveaccountablecommunication.blogspot.com