Tag advertising

Is That A Backlash I Smell, Or Just Your Grande Latte?

Over at Universal Hub this morning, Adam pointed out that one Miss Rachael Ray is suddenly conspicuously absent from Dunkin Donuts’ advertising after there being much ballyhoo about her becoming their spokesperson. As Adam points out, if you cruise around the DD site, she’s nowhere to be found, and the latest round of television commercials have John Goodman’s voice-over talents.

Adam wondered if maybe the new ownership wasn’t too happy about published accounts of the Queen of the Food Network calling their coffee “shit” during a commercial shoot and staging a major temper tantrum until somebody brought her a latte from Starbucks, which she called “her” coffee.

Well, I sure can see where that might make the guys who write the paychecks a little unhappy. But there may be a much bigger backlash brewing (pardon the pun). Gossip website PerezHilton.com says that staffers are fleeing her magazine in droves because she is a complete bitch. There’s already a thriving “Rachael Ray Sucks” web community, so it was just a matter of time, really.

Meanwhile, I guess Rachael doesn’t really need to worry about where her next paycheck might come from, even if the ubiquitous Dunkie’s has booted her out on her ass. She just re-upped with the Food Network to continue ruining that cable network for a while, and recently Bridget and I saw bottles of her own branded extra-virgin olive oil at the supermarket.

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Killers Vs. Builders

This short piece at Advertising Age by Al Ries is an interesting look at the difference between products that are category builders and products that are category killers and why a company might want to choose carefully between the two when launching a new product.

He gives some well-known examples of category builders: Duracell was able to successfully position itself against Eveready and thus turn alkaline batteries into a separate product category from traditional zinc-carbon batteries, despite Eveready’s efforts to the contrary. Samuel Adams Brewing was able to capitalize on the popularity of its small-batch manufacturing to introduce the concept of “microbrewing” as distinct from the mass-produced beers, yet Miller Brewing failed to distinguish light beer as anything other than a brand extension. He concludes with the current situation with so-called “premiere” vodkas, which have been successful in separating themselves into a new category (even if the product itself isn’t really any different).

Ries says there are some factors to pay attention to: timeliness, speed of makret growth, and overextending the brand all determine whether the right move is to push into “builder” or “killer” territory.

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This Call Is Brought To You By Ex-Lax

Economist Tyler Cowen had this post about the possibility of the rumored Google cell phone being advertising-supported.

Cowen asked his regular readers to comment on whether or not they’d use a cell phone and/or service provider that was offered for free in return for listening to ads every time they make or receive a call. The comments so far mostly indicate that those commenters would be willing to listen to ads in return for free service, but that’s sort of contrary to what industry analysts believe.

Personally, I think that it’s likely to meet with mixed success. There will be a lot of interest from people who are generally shut out of the traditional cell phone market, but a lot of those potential users have some downside attached to them if you’re Google — skips, bad credit, low income — and those users are also not likely to be attractive to some advertisers. Initially, there’ll be a lot of more attractive users — the early-adopter geek and business crowd — but they’re the group mostly likely to be put off most easily by intrusive advertising.

Would you use a cell phone service for free in return for listening to ads? I actually think I would, as long as emergency calls weren’t involved. I wouldn’t need or want some high-end iPhone clone like Google is working on, though.

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Not-So-Subliminable

Phallic Ad

Do you find this ad for Cialis a bit…suggestive?

How about this commercial for Kellogg’s All-Bran cereal? (YouTube link)

Or this ad for K-Y Personal Lubricant:

K-Y advert

What do you think they’re trying to TELL US???

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The Blipverts Are Here!

About a year ago, I posted about a broadcasting industry news story that said Clear Channel was going to roll out a sort of “micro-commercial” on its radio stations.

Flash forward to yesterday: the Boston Globe reports that the four Clear Channel radio stations in Boston — WKZS AM and FM, WJMN, and WKOX (no, really) have been using the two-second and five-second ads for some time.

Of course, they don’t call them “blipverts”. The two-second spots are called “blinks” and the five-second spots are called “adlets”. This media blog says that they know why the 2-second spots are called “blinks”: because the advertiser’s money is gone in a blink, with nothing to show for it.

As this October 2006 WSJ article (reprinted in the Pittsburgh Post-Gazette) notes, radio ad revenue has been flat for several years even as stations have added more and more time for commercials into their programming. So the underlying idea behind these extra-short ads is to let the stations cut back on time given over to ad spots, but still cram in as many spots as possible, and hope that they don’t lose any more money in the process. Of course, in the interim since announcing the “blinks” and “adlets”, Clear Channel has decided to get out of the radio business entirely in the wake of being bought out by Bain Capital, so who knows what will happen to these formats.

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Jingle Jangle

Used to be that advertising jingles were a huge part of our daily dose of pop culture, but they’ve sort of died off in the last ten years or so. I can remember jingles from commercials I watched in the 1960s, fercryinoutloud, but I’ll be damned if I can think of a recent one that was the least bit memorable.

So maybe this link will only be worthwhile for you if you’re my age or older: it’s a quiz to see if you can match a snippet of a jingle to its advertiser. The only one I didn’t immediately recognize was the one for Starburst candy, YMMV.

Comments:
I had absolutely no recollection of the Toyota jingle.
Posted by Karan [URL] on 05/19/07

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