Let’s just cut to the chase? As it stands today, TV advertising builds brands. Internet advertising does not. There’s little doubt that once a brand is established, the Internet can and does keep the momentum moving forward, but until that point is reached all the banner ads and twitter tweets will do little to ingrain your brand into the psyche of the consumer.
Creating a memorable brand requires more than getting people to talk about your product on a social network. It requires the advertiser to make an emotional connection that television does so well. Do you honestly think Nike would be the #1 sports brand if it wasn’t for television advertising? Or would you feel the same connection with a little known insurance company if their AFLAC-ing duck never made its way onto your television screen?
Sure technology has changed, but the basic rules of effective marketing remain the same. You still need reach and frequency to create most truly memorable brands. And television advertising delivers both better than anything else out there.
Television has a rich history of transforming everyday companies into household names. From packaged goods to insurance, from fast food to tires – television has been responsible for creating some of the most memorable advertising icons.
Who can forget …
The Energizer Bunny … Frank Bartles and Ed Jaymes … Joe Isuzu … Tony The Tiger … The Michelin Man … Mr. Whipple … Dave Thomas … Mr. Peanut … The Keebler Elves … The Maytag Repairman … The Geico Gecko … Charlie The Tuna … Ronald McDonald … Mrs. Olsen … Jared from Subway … Clara “Where’s the Beef” Peller … Orville Redenbacher … The Marlboro Man …Colonel Sanders … Pillsbury Doughboy … Chef Boyardee … The AFLAC Duck … The California Raisins … Morris the Cat … The Quaker Oats Man … The Green Giant … Juan Valdez … The Doublemint Twins … The Budweiser Frogs … Rosie, The Bounty quicker picker upper … Aunt Jemima … Mr. Clean … The Verizon Wireless “Can You Hear Me Now” Man … Betty Crocker … The Lucky Charms Elf … The Geico Cavemen
Now, recall just one advertising icon or brand that wasn’t first introduced to you on television.
I’ll wait …
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October 28, 2009 at 9:15 am |
Times have changed. Identities are pushed both online and on TV. You can hardly compare online with TV when it comes to where icons were launched, as the Internet has never existed without TV so your discussion point is greatly flawed.
November 9, 2009 at 11:13 am |
I understand your point. That’s why within the first paragraph I mentioned the importance of the Internet. And yes, the Internet has never existed without TV, but I don’t see how that flaws my point of view. The basis for the post (or even the entire blog for that matter) is to debunk the myths circulating that the Internet is “replacing” TV. All evidence points to the contrary. For a brand to thrive nowadays, it needs to have presence on BOTH. But TV is still, in my opinion, the best method to introduce brands and create an emotional connection between the product/service and the consumer. There’s a reason why established brands (those nurtured and supported by traditional media) benefit most from Internet exposure.