Mar 26, 2008 0
Yin and Yang?
Mar 10, 2008 0
Keeping New Media Advertising Honest
Our Spotlight column in the Oct ‘07 edition of ESOMAR’s Research World. Grab your copy here.
Now that new media accounts for a significant portion of advertising revenues, advertising bodies are investigating how to future-proof its self-regulatory framework.
Breaking news: as far as advertising goes, the internet’s not quite the bad boy it may appear to be.
As Richard Knubben, policy & compliance manager at EASA, the European Advertising Standards Alliance, puts it: “On the whole, internet and new media-related complaints have made up a relatively small percentage of total advertising complaints over the last couple of years, but are slowly rising.”
And according to Christopher Graham, director general of UK advertising regulator the ASA, that’s because people see traditional media including TV as ‘push’ and so uncontrollable by the recipient, whereas new media is more ‘pull’. He adds: “…people have an expectation about the internet. If they encounter some nastiness they just go away… in context, they would probably expect some advertising to be, frankly, raunchier or sexier than on TV.” A conclusion supported by a 2005 research study commissioned by the ASA.
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Oct 10, 2007 0
Building Compassionate Brands: Lou Marinoff
14mins | Produced @ ESOMAR Congress ‘07 | More podcasts in this series
STARRING
- David Penn, MD, Conquest Research (host)
- Prof. Lou Marinoff, The City College of New York
Don’t ask us what these guys are talking about, it’s philosophy and way over our heads! Kidding aside, they chat about, among other things, using values from faiths such as Buddhism to build strong and compassionate brands with purpose, meaning, and integrity, essentially brands that can do good and be good.
Thanks to BrainJuicer for making the video possible.
Sep 13, 2007 0
Unleashed on Marketing: Creating Brand Meaning
Part of our occasional Best of the Podosphere (BoP) series
Gary Bembridge is VP of global strategy & marketing at Johnson & Johnson and produces this promising Unleashed on Marketing podcast series in his spare time based on over 25 years in the marketing game.
We rarely listen to podcasts that just involve one person but there’s something about the South African accent (that’s how it sounds to us!) that draws you in (sic Joe Jaffe’s Across the Sound). And in this episode, ostensibly called “What makes you different?”, Gary brings together much of the latest thinking and discussion around creating brand meaning, doing good, having big ideas etc.
Quite long at c. 40mins but it is, IMHO, worth persevering.
STARRING
- Gary Bembridge, Unleashed on Marketing
Jun 1, 2007 0
Rishad Tobaccowala: The Future is Now
Rishad Tobaccowala, CEO Denuo and Chief Innovation Officer, Publicis, chats about…
- The business importance of authenticity
- Why PR agency Edelman’s reputation suffered in the Wal Mart undisclosed blogger fiasco
- Three big media trends he’s seeing including the shift to on-demand, the participatory culture, and the shift from segmentation to reaggregation
- Why he’s ’short’ on Google’s ability to monetize YouTube and ‘long’ on Yahoo’s future
8mins | Recorded @ Wildfire ‘07 | More podcasts in this series
Mar 5, 2007 2
Doing Right by Your Customers
Few companies have a culture of ‘doing right by their customers’. But we heard this phrase the other day during the UK fuel contamination fiasco when, after being confronted by credible evidence that their fuel was indeed causing large numbers of cars to malfunction, something they initially denied, Tesco used the phrase to characterise its intended response.
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