Now come on all you great marketers out there, I think that this dialogue is not edifying the role that powerful marketing professionals perform. It seems that the concept of building large and successful brands through powerful television advertising is simply being reduced to the lowest common denominator of getting good supermarket distribution and, if you are lucky, an end of aisle promotion.
Great television advertising is something which is talked about by consumers and marketers alike. Witness the success of the recent John Smiths' Peter Kay commercials. When did you last hear people in the pub talking about an onshelf point of sale promotion or what they found in the Asda dump bins.
Good television advertising engages consumers in a way that no other medium can. Television offers vision, colour, sound, movement and narrative which maximises the creative's ability to express emotion. Moreover television lends itself to demonstrating the nature and use of products, often with great sophistication.
The medium of television itself provides credibility to a product or brand. How often do we see products or promotions labelled with "As Seen On Television"? Television works at another level too. It fundamentally engages with the consumer at an emotional level, not just at an informative level. It can convey the benefits real and perceived of a brand, much more than just communicating its availability (which predominantly is what instore promotions do).
Television sponsorship is also a powerful tool for marketers.
Baileys' sponsorship of Sex and The City on C4 and E4 has been enormously successful. It has helped to increase awareness of the brand, make the brand appear a more sexy, de-seasonalised product purchase and most importantly increased sales. Many other similar examples are readily available.
Remember some of these great TV advertised products of the past; Cresta (It's Frothy Man!), Toast Toppers and Nestlé Sweetheart. Can anyone seriously believe that a simple aisle end instore promotion with a buy one get one free mechanic would get them back to the powerful position they once held in the nation's psyche?
None of this is to say that supermarkets and instore activity cannot play a valuable part in any brand's marketing activity. They can be, and indeed are, powerful marketing and sales tools. Perhaps most importantly though, they work best when supported by a good television campaign. The television advertising market is worth over £3bn in the UK in 2002. TV advertising is heavily audited and increasingly advertisers examine the effectiveness of their media mix in great detail. That £3bn spend is increasingly accountable advertisers have to ensure that it is, as the alternatives are many and the pressures to keep cost low are great.
Media owners, and particularly television companies, have listened to advertisers and heard what they have to say. We as an industry have built up many case studies to show that television advertising works. Take P&G, which will be television's biggest spender in 2002. I think it works very hard to make sure its advertising works. Its commitment to television shows it does.
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Great television advertising is something which is talked about by consumers and marketers alike. Witness the success of the recent John Smiths' Peter Kay commercials. When did you last hear people in the pub talking about an onshelf point of sale promotion or what they found in the Asda dump bins.
Good television advertising engages consumers in a way that no other medium can. Television offers vision, colour, sound, movement and narrative which maximises the creative's ability to express emotion. Moreover television lends itself to demonstrating the nature and use of products, often with great sophistication.
The medium of television itself provides credibility to a product or brand. How often do we see products or promotions labelled with "As Seen On Television"? Television works at another level too. It fundamentally engages with the consumer at an emotional level, not just at an informative level. It can convey the benefits real and perceived of a brand, much more than just communicating its availability (which predominantly is what instore promotions do).
Television sponsorship is also a powerful tool for marketers.
Baileys' sponsorship of Sex and The City on C4 and E4 has been enormously successful. It has helped to increase awareness of the brand, make the brand appear a more sexy, de-seasonalised product purchase and most importantly increased sales. Many other similar examples are readily available.
Remember some of these great TV advertised products of the past; Cresta (It's Frothy Man!), Toast Toppers and Nestlé Sweetheart. Can anyone seriously believe that a simple aisle end instore promotion with a buy one get one free mechanic would get them back to the powerful position they once held in the nation's psyche?
None of this is to say that supermarkets and instore activity cannot play a valuable part in any brand's marketing activity. They can be, and indeed are, powerful marketing and sales tools. Perhaps most importantly though, they work best when supported by a good television campaign. The television advertising market is worth over £3bn in the UK in 2002. TV advertising is heavily audited and increasingly advertisers examine the effectiveness of their media mix in great detail. That £3bn spend is increasingly accountable advertisers have to ensure that it is, as the alternatives are many and the pressures to keep cost low are great.
Media owners, and particularly television companies, have listened to advertisers and heard what they have to say. We as an industry have built up many case studies to show that television advertising works. Take P&G, which will be television's biggest spender in 2002. I think it works very hard to make sure its advertising works. Its commitment to television shows it does.
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