Comments on: TV Advertising Builds Brands that Last http://tvisnotdead.com/2009/10/27/tv-advertising-builds-brands-that-last/ Resources for getting better results from retail TV advertising Fri, 30 Dec 2011 22:18:23 +0000 hourly 1 http://wordpress.com/ By: tvisnotdead http://tvisnotdead.com/2009/10/27/tv-advertising-builds-brands-that-last/#comment-148 Mon, 09 Aug 2010 12:50:21 +0000 http://tvisnotdead.com/?p=407#comment-148 Hi Tom,
Thank you for commenting. Although this particular post (and actually my blog overall) mainly focuses on how TV helps to build the brands people know, love and trust, the Internet is very important. The two work hand-in-hand. Unfortunately because the Internet is newer, less expensive and can have quicker measurable statistics over TV, many people are trying to undermind the effectiveness of TV … which is not based on fact. The rules may have changed slightly, but TV is still going very strong and getting results — not only my clients but for every other brand who’s doing it right. At end of the day, it’s not about what we think is cool, but what gets results.

]]> By: Tom Mountford http://tvisnotdead.com/2009/10/27/tv-advertising-builds-brands-that-last/#comment-147 Sun, 08 Aug 2010 10:47:16 +0000 http://tvisnotdead.com/?p=407#comment-147 Hi Tony – I agree totally with Randall, the combination of TV as a brand-builder and the Internet as ongoing reinforcement are an ideal combination and it is one we use quite frequently in our campaigns. Our clients report back to us direct correlations between massive traffic spikes to their websites mirroring almost exactly the scheduling of the commercials. The TV creates the recognition and status, with the website and surrounding online marketing sealing the deals.

]]> By: beardrs http://tvisnotdead.com/2009/10/27/tv-advertising-builds-brands-that-last/#comment-138 Tue, 06 Jul 2010 00:11:41 +0000 http://tvisnotdead.com/?p=407#comment-138 Tony — Nice post. I agree that the pundits have underestimated TV. A few reasons why: 1) TV viewership is higher today than 10 years ago; consumers are viewing more TV, not less; 2) Advances in understanding the effect of programming context (e.g. program engagement, program genre, program synergy) will make TV even more effective in the future; 3) Early data shows that TV + Web is more effective than either on its own. Digital should be viewed not as a replacement for TV, but a complement. I think these are the real areas of focus for Marketers; not how to migrate to digital, but rather, how to use advanced TV metrics and digital in combination to have more impact than ever.
Randall Beard

For my take on John Wanamaker’s classic advertising question, see: http://randallbeard.wordpress.com/2010/06/28/answering-john-wanamaker’s-question/

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