Advertising
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According to a new study by the Association of National Advertisers (ANA) and Forrester Research, almost two-thirds of marketers (62 percent) feel television has diminished in effectiveness over the last two years. They point to increasing DVR use and the growing utilization of the Web as distractions that are taking some of the luster out of television advertising. This information comes on the heels of another new IDC study that indicates people with an Internet connection are now spending twice as much time with the Internet as they do with TV. In addition, the IDC study points out Web use outpaces magazine/newspaper use by 8 to 1.
Other major findings of the ANA/Forrester study include:
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Gawker provides videos of the 25 most memorable TV commercials in past Super Bowls, and AdRants supplies a nice preview of the commercials we will be seeing this Sunday in Super Bowl XLII. The famous Apple 1984 commercial (below) was number two on the Gawker list, but I've seen it on several other lists in the number one position. The story behind how the ad survived to air in the game—over disapproval by the Apple Board of Directors— is an interesting read.
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Marketers and marketing firms are accustomed to categorizing the world of commerce into business-to-consumer (B-to-C or B2C) or business-to-business (B-to-B or B2B). All of this neatly assumes that the marketer is the sender of the brand message to a specific audience. It also assumes you can classify individuals into a giant segment of spenders called consumers.
This is old world, mass-media, marketer-in-control thinking. Today, a good portion of brand communication goes on at the individual-to-individual (I-to-I) level. Smart companies know this, but there still remains a substantial amount of marketing rooted in the antiquated command-and-control style.
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