Archive for the ‘Media Integration’ Category

Despite a faltering economy and the highest unemployment in 15 years, there are still companies optimistic enough to put out big bucks for a star advertising spot on this year’s Super Bowl.

How big? $3 million for 30 seconds. There are 67 national commercial spots airing in this year’s game, which is a total take of $201 million for NBC. Not bad for a few hours of airtime.

As I write this article there is still another round of playoffs before knowing which teams will play on February 1st. But who plays is irrelevant to advertisers, many of whom placed their buys and secured their positions when Read more »

Integration in marketing is implementing your strategy with the same focus and message at every level of communication. From signage, to Web sites, to promotional literature, to the elevator speeches you make when people ask what you do; integration is the consistent positioning of what makes you unique.

It makes your brand strong. Through integration your business, products, organization or purpose are instantly recognized, quickly understood, and easily communicated in the marketplace.

To achieve integration you need a well-defined marketing strategy that you adhere to. Then your strategy should be implemented at every level of your business, both internally and externally.

We have all just witnessed what is possibly the best example of how a well-defined marketing strategy, implemented and integrated at every level, produced an enormous success. Here’s how you can Read more »

If you watch TV with any amount of regularity you have been exposed to an onslaught of pharmaceutical ads. The people in the ads all look happy and healthy despite the afflictions, illnesses or ailments they are representing.

The average American is exposed to 16 hours of pharmaceutical advertising per year. For a thirty second commercial that means the consumer will have seen drug ads 1,920 times in a year or an average of 5.2 times each day.

In 2007 pharmaceutical companies spent Read more »

In a few weeks the conventions will be over, running mates selected, and the heavy artillery will be brought out to bombard every living American with ads, ad-nauseum.

Savvy business owners, however, can learn a lot from political campaigns, and especially the Barack Obama campaign. The real reason Obama is the Democrat’s candidate is because he was more skilled at marketing the Obama brand than others were at marketing their brands.

Take a look at what he does, and has done, that works so well and Read more »