October 27, 2009
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 …
Leave a Comment » | 
Strategy, Trends, TV advertising | Tagged: Advertising Awareness, aunt jemima, betty crocker, charlie the tuna, chef boyardee, clara "where's the beef" peller, colonel sanders, dave thomas, ed jaymes, energizer bunny, frank bartles, jared from subway, joe isuzu, juan valdez, morris the cat, mr. clean, mr. peanut, mr. whipple, mrs. olsen, orville redenbacher, pillsbury doughboy, retail advertising, retail tv, Retail TV Advertising, retail tv commercials, ronald mcdonald, rosie, television advertising, the AFLAC duck, the bounty quicker picker upper, the budweiser frogs, the california raisins, the doublemint twins, the geico caveman, the geico gecko, the green giant, the keebler elves, the lucky charms elf, the marlboro man, the maytag repairman, the michelin man, the quaker oats man, the verizon wireless guy, Tony Ceresoli, tony the tiger, TV advertising, TV commercials, TV Retail advertising | 
Permalink
Posted by tvisnotdead
August 13, 2009
Why do retail advertisers continue to spend 46% of their ad budgets on television advertising? And only 7% on the Internet?
It makes perfect sense to me. TV commands such a lion share of the nation’s media spending because it deserves to. After all is said and done, it comes down to results. No amount of wishful thinking can change the fact that TV advertising produces better “brand building” results than any other media platform, including the Internet.
Don’t know about you, but I could of swore I saw the Geico Gecko and that creepy, but effective Burger king character for the first time on TV.
With that said, the Internet is a powerful complement to traditional mass media when it comes to providing consumers with in-depth information on a product or service. It’s weakness; however, is its inability to transform a brand promise into a brand personality. For that – nothing beats the sight, sound and action of a 30-second television commercial.
TV is not dead and it’s not dying. There’s too much evidence out there for anyone with slightest bit of intellectual honesty to deny.
You don’t have to look any further than online video consumption to realize that television is more than holding its own in the digital age. Are people really abandoning their 50 inch plasmas in favor of viewing downloaded video content onto their laptops and cell phones? Or are they spending all their time on YouTube watching one of the thousands of insipid videos submitted each and every day? Perhaps some are, but it’s far from being a groundswell – even among the young.
According to the latest Nielsen Media Research Study on media usage, 18-24 year-olds are watching just under 5 ½ minutes of online video a day versus 3 ½ hours of TV daily.
As Andy Donchin, the director of national broadcast for Carat, the largest media buying service in the world put it:
“traditional media is still very strong and a great influencer. You need to get immersed in digital, but traditional media is still doing the heavy lifting.”
I couldn’t have said better myself…
Leave a Comment » | Interactive, Trends | Tagged: 30-second television commercial, Andy Donchin, brand building, brand promise, Carat, Nielsen, Nielsen Media Research Study, retail advertisers, television advertising | Permalink
Posted by tvisnotdead
![1223614014164350284LlubNek_Closed_Envelope_1.svg.hi[1]](https://tvisnotdead.files.wordpress.com/2009/11/1223614014164350284llubnek_closed_envelope_1-svg-hi11.png?w=150 "1223614014164350284LlubNek_Closed_Envelope_1.svg.hi[1]"){kind=small}
TV Is Not Dead 