Media Use (Introduction).

Adman — Sat, 02 May 2009 02:08:00 GMT

"Let me explain newspaper advertising to you," went my client's diatribe..."It is like buying real estate except you pay for the column-inch instead of the square foot. So, you need to make sure that you use every single column-inch of the ad to get the best bang for your buck..." Well... I actually agree with the sentiment that every column inch should be used to good advantage, but not by cramming every column inch with "stuff." As I explained to him, one of my favorite ads is a full page, full-color newspaper ad containing about 99.9% "white space" except for the center of the page which had a full color, life size image of a single Hershey's Kiss. The copy simply read, "In case of emergency, PULL." Ogilvy & Mather used every column inch to VERY good advantage to break through the clutter while displaying their tiny silvery product in full-living-color (color costs far more than black and white). This advertisement would have made a great outdoor billboard as the message could be understood quickly and easily. By the way, this extensive use of every single column inch in the "Little Hershey's Kisses" campaign which ran in print and broadcast media throughout most of the 1980s and '90s helped to restore Hersheys lead in the US candy industry in 1989 with a 43.5% market share from 27% in 1975.

While this full page newspaper ad was used effectively for branding, newspaper ads can also be very effective for detailed price and item listings. But, an outdoor billboard would probably not be quite so versatile due to its limited space and the fact that prospects usually have only a matter of seconds to view them at the risk of plowing into the car ahead. Hopefully, not even my previous client would consider using a 30 second television commercial for detailed price and item listings. Nor would broadcast television covering a large DMA (as noted in a previous blog entry) be used efficiently to target prospects in a small local neighborhood. Indeed, the plethora of media vehicles out there can be used to great advantage -- or misused and even totally wasted. So, before continuing my blog entries on buying specific media, I thought I would write about the "whys and wherefores" of specifying appropriate media.

While the creative department develops the concept the media planner's job is to determine which media will be most efficient and appropriate. So, an important part of our creative journey is the development of a media rationale for the creative brief. Often these decisions are obvious, but sometimes they require studious evaluation. In light of these facts, my next blog entry will contain an overview of a variety of different media and how they might be used effectively.

Analysis Paralysis?

Adman — Tue, 30 May 2006 16:55:00 GMT

<< Previous | Next >>

While attending college, I was Vice President of the marketing fraternity where I competed in a national student marketing and advertising competition of over 50 colleges and universities throughout the United States; hosted by a major "Madison Avenue" agency. My winning written plan, in addition to getting me interviewed by the college newspaper for a story (which made me even more popular with the babes -- as if that was possible), had gotten the attention of one of the marketing fraternity's professional advisors who was an account supervisor at a large local advertising agency. Although I was currently employed at the agency where I had interned, we discussed the possibility of coming to work for him at some time in the future. A couple of years later I accepted his offer to work for him as a strategic account planner and research analyst at his new agency. The agency had numerous broadcast oriented accounts including a couple of major (non-competing) restaurant chains. There were also banking and real estate accounts, among others. This agency was larger than the previous one and even more "strategically oriented." I was offered bigger bucks and a nice window office with lots of cool tropical plants and a very cool view -- people will sell their souls for a window office, eh?

As I mentioned, prior to deciding to go back to college to study marketing, I had worked as an advertising artist for several years. I also had training in developing television storyboards while attending commercial art school. As a student of marketing and commercial art, I was intrigued by the fact that -- in addition to an array of creative disciplines such as scriptwriting, casting, location scouting, set design, acting, makeup, wardrobe, voiceovers, graphics, 3d modeling/animation, camera, music/audio scoring, recording, video editing and finishing, and so forth (Whew!) -- a 30 second television spot can be the outgrowth of a very sophisticated strategic planning process.

I was always taught to have a reason for creative decision-making. While you can run the risk of "analysis paralysis," it is important to have a logical explanation for the arguments and decisions you make in developing creative work. It is also invaluable when presenting creative ideas to clients who typically (and justifiably) have numerous questions and concerns. Knowing that you have solid reasoning behind your arguments is a great confidence booster in a client presentation. After all, the client boardroom is not the place for opinions without solid support.

Journey from Concept to Creation : television

Media Use (Introduction).

Analysis Paralysis?