If you have ever been around a marketing conversation, you will hear terms like ROI, analytics, traditional media, interactive media, market testing, CPM, etc. What they fail to discuss is "BRANDING".
With consumers buying less, brands who brand during the recession may be the ones to emerge on top when the good times are back.
Integration will be key to branding. Advertisers are shifting their dollars from expensive traditional methods to the better deal that is online advertising. Of course, all that bidding will drive up prices so we will find out what the most cost effective method is. Keep in mind, it all depends on your product/service and your objectives. But this might lead to better deals for offline channels, which can make that integrated marketing campaign bloom.
Whatever your strategy is, make sure you stay visible during the recession! If your brand needs revamped or your website/logo is outdated, now is a great time to do it. You might just be the first to turn to when people are looking to go shopping again.
For more information, please visit www.LuxuriaMarketing.com
Sunday, May 31, 2009
Saturday, March 28, 2009
Who Watches the Most TV and Video? Young Boomers New Study Parses 952 Days of Watching Screens
I thought this article/study written by Ad Age was interesting….
A sweeping study of media habits has determined that young boomers use digital platforms more than previously thought and that consumers under the age of 35 watch more live TV than expected. At the same time, evidence is mounting that traditional TV use is in decline among consumers in advertisers' favorite age demographic, between 18 and 34.
The Council for Research Excellence, a group funded by Nielsen, recorded consumer exposure to visual content presented on any of four categories of screens: traditional TV, computer, mobile devices and out of home, which include cinema, in-store and even GPS devices. All told, the study generated data covering more than three-quarters of a million minutes or a total of 952 observed days. The study relied on a core group of 350 participants, but that was supplemented by other groups of candidates as needed.
TV still king
Overall, live TV usage led all video time by a large margin, followed by consumption of DVDs and then digital-video-recorder usage. The study was conducted by researchers from Ball State University's Center for Media Design and Sequent Partners.
The $3.5 million study found that younger baby boomers between the ages of 45 and 54 consume the most video media, taking in an average of just over nine-and-a-half hours each day. Of that time, 336 minutes per day, more than five-and-a-half hours, was devoted to live TV. The young boomers also use the web an average of 46 minutes, DVR playback 17 minutes, and e-mail 51 minutes.
Meanwhile, consumers between the ages of 18 and 34 take in an average of eight-and-a-half hours of media overall, with 210 minutes -- about three-and-a-half hours -- devoted to live TV. The youngest consumers devote an average of 67 minutes to the web, 34 minutes to DVR playback and 20 minutes to email.
The young boomers "adopted the behavior of two different groups of people -- one group that's younger when it comes to digital media and one group that's older when it comes to TV," Bill Moult, founding partner of Sequent Partners, said during a presentation of the research today.
Fodder for broadcasters
The study will no doubt give ballast to broadcasters and cable companies, which have labored to convince advertisers that viewers are not skipping ads as much as conventional wisdom suggests they do.
DVRs will be in just more than 30% of U.S. TV households by the end of the year, according to Interpublic Group of Cos.' Magna, and TV advertising is now purchased with some attention paid to the number of viewers who skip commercials when they watch their favorite shows days later with a recording device.
The research could also serve to emphasize marketers' desire for live-TV audiences, people who feel it necessary to view a program or event as it happens, rather than hours or days later. The study also suggested that early adopters of DVRs spent more time with playback than did newer DVR owners.
One finding could send chills across backers of other traditional media outlets. The Center for Research Excellence determined that the study suggested computer screens have displaced radio as the No. 2 media activity among consumers, with print now coming in fourth.
A sweeping study of media habits has determined that young boomers use digital platforms more than previously thought and that consumers under the age of 35 watch more live TV than expected. At the same time, evidence is mounting that traditional TV use is in decline among consumers in advertisers' favorite age demographic, between 18 and 34.
The Council for Research Excellence, a group funded by Nielsen, recorded consumer exposure to visual content presented on any of four categories of screens: traditional TV, computer, mobile devices and out of home, which include cinema, in-store and even GPS devices. All told, the study generated data covering more than three-quarters of a million minutes or a total of 952 observed days. The study relied on a core group of 350 participants, but that was supplemented by other groups of candidates as needed.
TV still king
Overall, live TV usage led all video time by a large margin, followed by consumption of DVDs and then digital-video-recorder usage. The study was conducted by researchers from Ball State University's Center for Media Design and Sequent Partners.
The $3.5 million study found that younger baby boomers between the ages of 45 and 54 consume the most video media, taking in an average of just over nine-and-a-half hours each day. Of that time, 336 minutes per day, more than five-and-a-half hours, was devoted to live TV. The young boomers also use the web an average of 46 minutes, DVR playback 17 minutes, and e-mail 51 minutes.
Meanwhile, consumers between the ages of 18 and 34 take in an average of eight-and-a-half hours of media overall, with 210 minutes -- about three-and-a-half hours -- devoted to live TV. The youngest consumers devote an average of 67 minutes to the web, 34 minutes to DVR playback and 20 minutes to email.
The young boomers "adopted the behavior of two different groups of people -- one group that's younger when it comes to digital media and one group that's older when it comes to TV," Bill Moult, founding partner of Sequent Partners, said during a presentation of the research today.
Fodder for broadcasters
The study will no doubt give ballast to broadcasters and cable companies, which have labored to convince advertisers that viewers are not skipping ads as much as conventional wisdom suggests they do.
DVRs will be in just more than 30% of U.S. TV households by the end of the year, according to Interpublic Group of Cos.' Magna, and TV advertising is now purchased with some attention paid to the number of viewers who skip commercials when they watch their favorite shows days later with a recording device.
The research could also serve to emphasize marketers' desire for live-TV audiences, people who feel it necessary to view a program or event as it happens, rather than hours or days later. The study also suggested that early adopters of DVRs spent more time with playback than did newer DVR owners.
One finding could send chills across backers of other traditional media outlets. The Center for Research Excellence determined that the study suggested computer screens have displaced radio as the No. 2 media activity among consumers, with print now coming in fourth.
Friday, March 20, 2009
To overcome a negative media environment, you need to Communicate, Market and address all concerns effectively.
According to an alarming study from independent PR shop Waggener Edstrom Worldwide and RT Strategies, only 8% of American consumers have full confidence in banks and other financial service companies.
Whether it's because of AIG and Bernie Madoff, the entire industry has been painted with the same brush and labeled as greedy and indifferent to the daily struggles of everyday consumers. And part of the problem is that these companies aren't communicating with their customers.
The study shows that most people have either heard nothing from the industry or don't really like what they are hearing on the news.
Per the recent survey, almost half (44%) of the 1,000 consumers polled between Feb. 28 and March 2 said they have heard something from the industry, either through traditional or new-media outlets, but felt more negative about the industry after hearing it. Another 38% said banks and financial institutions haven't communicated with them at all. A mere 11% said they actually heard something from a bank or financial services company that made them feel better about the industry after hearing it.
"They are clearly in the midst of what has been a fairly negative media environment," said Torod Neptune, senior VP-global public affairs at Waggener Edstrom in the recent study. "Americans are listening to what banks have to say right now there's just not a lot being said."
Mr. Neptune also said the study revealed that there was actually a window of opportunity for the industry to earn back the trust of consumers. That window, however, is closing fast he said.
"It's an extremely hostile environment and it's very unique in the midst of such hostility that consumers are still giving the industry somewhat a benefit of the doubt," he said. "There are actually some pretty hopeful signs here they just need to take advantage of these opportunities."
He's referring to the study's finding that not everyone thinks that the banks and other recipients of federal funds were using that money for bonuses. More than a quarter (28%) of those polled said they felt "banks are using the recently acquired federal funds to make consumer loans," another 23% said "they were using the funds to make business loans" while 27% felt "they were holding the funds in reserve." Only 21% said they thought companies were using those funds to pay salaries and bonuses.
So just who exactly do consumers think is doing the best job of addressing the current financial crisis? An overwhelming majority (69%) believe President Barack Obama is doing more to address the situation, while only 12% think the industry is taking the lead.
Mr. Neptune said he still thinks the industry has a chance to do right the ship.
"The industry hasn't been written off entirely," he said. "But in the absence of their doing something and engaging in some type of dialogue their opportunity is going to disappear pretty quickly here."
Whether it's because of AIG and Bernie Madoff, the entire industry has been painted with the same brush and labeled as greedy and indifferent to the daily struggles of everyday consumers. And part of the problem is that these companies aren't communicating with their customers.
The study shows that most people have either heard nothing from the industry or don't really like what they are hearing on the news.
Per the recent survey, almost half (44%) of the 1,000 consumers polled between Feb. 28 and March 2 said they have heard something from the industry, either through traditional or new-media outlets, but felt more negative about the industry after hearing it. Another 38% said banks and financial institutions haven't communicated with them at all. A mere 11% said they actually heard something from a bank or financial services company that made them feel better about the industry after hearing it.
"They are clearly in the midst of what has been a fairly negative media environment," said Torod Neptune, senior VP-global public affairs at Waggener Edstrom in the recent study. "Americans are listening to what banks have to say right now there's just not a lot being said."
Mr. Neptune also said the study revealed that there was actually a window of opportunity for the industry to earn back the trust of consumers. That window, however, is closing fast he said.
"It's an extremely hostile environment and it's very unique in the midst of such hostility that consumers are still giving the industry somewhat a benefit of the doubt," he said. "There are actually some pretty hopeful signs here they just need to take advantage of these opportunities."
He's referring to the study's finding that not everyone thinks that the banks and other recipients of federal funds were using that money for bonuses. More than a quarter (28%) of those polled said they felt "banks are using the recently acquired federal funds to make consumer loans," another 23% said "they were using the funds to make business loans" while 27% felt "they were holding the funds in reserve." Only 21% said they thought companies were using those funds to pay salaries and bonuses.
So just who exactly do consumers think is doing the best job of addressing the current financial crisis? An overwhelming majority (69%) believe President Barack Obama is doing more to address the situation, while only 12% think the industry is taking the lead.
Mr. Neptune said he still thinks the industry has a chance to do right the ship.
"The industry hasn't been written off entirely," he said. "But in the absence of their doing something and engaging in some type of dialogue their opportunity is going to disappear pretty quickly here."
Thursday, March 19, 2009
Mexico Tourist Areas Safe, Hotels Say
Hotel and tourism officials in Mexico say the country’s tourism areas are safe - and get backing from US officials. Tourist areas in Mexico are safe for American visitors, local tourist and U.S. government officials say. “We recognize that there is concern over the drug trafficking violence in our country,” says Jorge Apaez, President of Mexico operations for UK-based hotel giant Inter-Continental Hotels group, which owns brands like Holiday Inn and Crowne Plaza.
Last week, Bill O’Reilly of the O’Reilly Factor on Fox News urged an American travel boycott of all Mexican destinations, not just those singled out by U.S. officials as dangerous such as Ciudad Juarez, the nation’s most violent city. “It’s important to be informed and conscious of the different areas and not send the message that the whole country is a risky destination,” Apaez says.
Travel to Mexico benefits not only that country, but also the U.S. economy at a time of crisis, he argues. “It generates revenues and jobs even within the United States,” Apaez says.
Meanwhile, Americans benefit since Mexico now offers an exceptionally inexpensive vacation alternative thanks to the depreciation of the local currency. “Our currency now trades at 15 to the dollar, which makes Mexico a real godsend,” he says.
The peso, the worst performer among the world’s most-traded currencies in the past six months, will weaken another 17 percent by year-end as the nation’s twin deficits swell, prominent local economist Rogelio Ramirez de la O told Bloomberg yesterday.
Last year, 18.3 million tourists visited Mexico. Cancun is the top destination, with more than two million American tourists last year. Hotel officials in Cancun emphasize that the city is safe and the city’s hotel zone has been unscathed from the drug violence affecting border areas a thousand miles away.
Apaez says that Inter-Continental’s properties in Cancun boasted 74 percent occupancy in January, while the Holiday Inn in Puerto Vallarta managed to reach 96 percent.
Even the worst cities affected by the violence such as Ciudad Juarez and Chihuahua managed to achieve occupancy rates of 70 percent and 62 percent last year. “These results show that travel continues,” he says.
Last week, Bill O’Reilly of the O’Reilly Factor on Fox News urged an American travel boycott of all Mexican destinations, not just those singled out by U.S. officials as dangerous such as Ciudad Juarez, the nation’s most violent city. “It’s important to be informed and conscious of the different areas and not send the message that the whole country is a risky destination,” Apaez says.
Travel to Mexico benefits not only that country, but also the U.S. economy at a time of crisis, he argues. “It generates revenues and jobs even within the United States,” Apaez says.
Meanwhile, Americans benefit since Mexico now offers an exceptionally inexpensive vacation alternative thanks to the depreciation of the local currency. “Our currency now trades at 15 to the dollar, which makes Mexico a real godsend,” he says.
The peso, the worst performer among the world’s most-traded currencies in the past six months, will weaken another 17 percent by year-end as the nation’s twin deficits swell, prominent local economist Rogelio Ramirez de la O told Bloomberg yesterday.
Last year, 18.3 million tourists visited Mexico. Cancun is the top destination, with more than two million American tourists last year. Hotel officials in Cancun emphasize that the city is safe and the city’s hotel zone has been unscathed from the drug violence affecting border areas a thousand miles away.
Apaez says that Inter-Continental’s properties in Cancun boasted 74 percent occupancy in January, while the Holiday Inn in Puerto Vallarta managed to reach 96 percent.
Even the worst cities affected by the violence such as Ciudad Juarez and Chihuahua managed to achieve occupancy rates of 70 percent and 62 percent last year. “These results show that travel continues,” he says.
Monday, March 2, 2009
What Medium Is as Effective as Ever: TV
By Ad Age
The drumbeat of doom for TV advertising has sounded for more than a decade -- DVRs, channel surfing, fragmentation, clutter, the flight to digital media ... Jay Leno moving to prime time. Now the recession has even TV's most reliable moneybags of yore, such as Procter & Gamble and General Motors, yanking big wads of cash off the table.
Yet a funny thing is emerging from the smoldering ruins of what may be the ugliest quarter TV has ever encountered financially: a growing body of evidence which suggests not only that TV advertising still works, but that it may be working better than ever. Analyses by people and companies that have studied or made bets on advertising effectiveness for years find no evidence that all of the problems TV advertising faces have done anything to render it less effective.
A seven-figure ethnographic study due to be released next month by the Nielsen Co.-funded Council for Research Excellence from research firm Sequent and the Center for Media Design at Ball State University appears set to punctuate that point, finding that TV remains the dominant medium even for reaching youth, despite the inroads of digital and social media, according to a person familiar with the research.
If time shifting, ad skipping or clutter really were rendering TV less effective, then it should show up in marketing-mix analyses that have been done since the early 1990s as a lower average sales lift per gross rating point over time.
It doesn't, according to Marketing Management Analytics (MMA),* a unit of Aegis Group's Synovate. "We haven't seen a significant trend in the erosion of effectiveness of TV," said Douglas Brooks, senior VP of MMA. In fact, MMA, which reports to clients each year on its findings regarding aggregate TV effectiveness, has seen a slight uptick in effectiveness in recent years.
Offline driving online
MMA also has found a surprising spillover effect for TV in digital media: About a third of search queries for brands studied are driven by offline advertising, particularly TV -- a higher proportion than that driven by online-display advertising, Mr. Brooks said.
Leonard Lodish, a marketing professor at Wharton and one of the authors of the 1995 "Why Advertising Works" study, has discovered equally surprising results. He's found that TV advertising actually became more effective, not less, after 1995, in a paper published in 2007 by the Journal of Advertising Research, soon to be updated in a new study now awaiting publication by the same journal.
He got at the findings differently than MMA, and with less statistical modeling required, by using data from Information Resources Inc.'s BehaviorScan markets and other matched-market tests that compared different levels of spending in different test markets. Specifically, the average volume lift from incremental TV spending has increased since 1995, according to the study by Mr. Lodish, Wharton colleague Abba Krieger and University of Houston marketing professor Ye Hu.
One reason could be that commercial avoidance, fragmentation and clutter actually increased the reward from spending more. But the study also found a similar, if smaller, improvement since 1995 in volume lift for brands when they had any amount of TV vs. having none at all.
Creative matters
That's obviously a serious caveat to the value of spending on TV. The other caveat is one that other marketing-mix analysts also report from client work that creative quality makes a big difference, in many cases explaining more about success and failure than media choices.
Mr. Lodish said he still doesn't really know how TV advertising effectiveness could have increased since 1995. Mr. Brooks can't really explain it either, though he has a theory that the highly analytical clients using marketing-mix modeling or matched-market tests may compensate for the impact of DVRs, fragmentation and clutter by making smarter bets.
"When the fish get finicky," he said, "it makes you a better fisherman. The presentation of the bait and how it's delivered -- getting it in the right spot at the right time -- becomes critical."
The other question Mr. Brooks often hears these days is whether recession historically has caused the average sales lift per GRP to decline. The answer, at least based on data from the relatively mild recession of 2000-2001, is no.
The drumbeat of doom for TV advertising has sounded for more than a decade -- DVRs, channel surfing, fragmentation, clutter, the flight to digital media ... Jay Leno moving to prime time. Now the recession has even TV's most reliable moneybags of yore, such as Procter & Gamble and General Motors, yanking big wads of cash off the table.
Yet a funny thing is emerging from the smoldering ruins of what may be the ugliest quarter TV has ever encountered financially: a growing body of evidence which suggests not only that TV advertising still works, but that it may be working better than ever. Analyses by people and companies that have studied or made bets on advertising effectiveness for years find no evidence that all of the problems TV advertising faces have done anything to render it less effective.
A seven-figure ethnographic study due to be released next month by the Nielsen Co.-funded Council for Research Excellence from research firm Sequent and the Center for Media Design at Ball State University appears set to punctuate that point, finding that TV remains the dominant medium even for reaching youth, despite the inroads of digital and social media, according to a person familiar with the research.
If time shifting, ad skipping or clutter really were rendering TV less effective, then it should show up in marketing-mix analyses that have been done since the early 1990s as a lower average sales lift per gross rating point over time.
It doesn't, according to Marketing Management Analytics (MMA),* a unit of Aegis Group's Synovate. "We haven't seen a significant trend in the erosion of effectiveness of TV," said Douglas Brooks, senior VP of MMA. In fact, MMA, which reports to clients each year on its findings regarding aggregate TV effectiveness, has seen a slight uptick in effectiveness in recent years.
Offline driving online
MMA also has found a surprising spillover effect for TV in digital media: About a third of search queries for brands studied are driven by offline advertising, particularly TV -- a higher proportion than that driven by online-display advertising, Mr. Brooks said.
Leonard Lodish, a marketing professor at Wharton and one of the authors of the 1995 "Why Advertising Works" study, has discovered equally surprising results. He's found that TV advertising actually became more effective, not less, after 1995, in a paper published in 2007 by the Journal of Advertising Research, soon to be updated in a new study now awaiting publication by the same journal.
He got at the findings differently than MMA, and with less statistical modeling required, by using data from Information Resources Inc.'s BehaviorScan markets and other matched-market tests that compared different levels of spending in different test markets. Specifically, the average volume lift from incremental TV spending has increased since 1995, according to the study by Mr. Lodish, Wharton colleague Abba Krieger and University of Houston marketing professor Ye Hu.
One reason could be that commercial avoidance, fragmentation and clutter actually increased the reward from spending more. But the study also found a similar, if smaller, improvement since 1995 in volume lift for brands when they had any amount of TV vs. having none at all.
Creative matters
That's obviously a serious caveat to the value of spending on TV. The other caveat is one that other marketing-mix analysts also report from client work that creative quality makes a big difference, in many cases explaining more about success and failure than media choices.
Mr. Lodish said he still doesn't really know how TV advertising effectiveness could have increased since 1995. Mr. Brooks can't really explain it either, though he has a theory that the highly analytical clients using marketing-mix modeling or matched-market tests may compensate for the impact of DVRs, fragmentation and clutter by making smarter bets.
"When the fish get finicky," he said, "it makes you a better fisherman. The presentation of the bait and how it's delivered -- getting it in the right spot at the right time -- becomes critical."
The other question Mr. Brooks often hears these days is whether recession historically has caused the average sales lift per GRP to decline. The answer, at least based on data from the relatively mild recession of 2000-2001, is no.
Wednesday, February 11, 2009
How to Overcome the Economic Crisis
With the financial meltdown striking the US and spreading to the other parts of the world, many corporations continue to close down and layoff workers. It is only natural to feel uncertainty in the marketplace and concerned for your business. Does this mean you should to stop branding your company? I strongly suggest that sitting back and waiting for things to improve is not an effective strategy to increase sales and certainly your brand image. You need to speculate to accumulate.
In order to be effective, you must explore options within certain advertising venues that can benefit your products and/or services that won’t cost you a fortune. In these difficult times you still need to keep your existing customers happy. Now, to ensure their repeat business you need to create greater visibility of your company in which will help acquire new customers.
Whether your company is in need of a powerful advertising tool such as TV, Print, Cinema, Web, etc. that will reach the masses or a strategy that focuses on rebranding your identity, understand consumer respect and trust will increase profitability. One of the most successful ways to brand your company image is to strategically market and generate an interest to both existing and potential clients.
Luxuria Marketing, Inc.
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
In order to be effective, you must explore options within certain advertising venues that can benefit your products and/or services that won’t cost you a fortune. In these difficult times you still need to keep your existing customers happy. Now, to ensure their repeat business you need to create greater visibility of your company in which will help acquire new customers.
Whether your company is in need of a powerful advertising tool such as TV, Print, Cinema, Web, etc. that will reach the masses or a strategy that focuses on rebranding your identity, understand consumer respect and trust will increase profitability. One of the most successful ways to brand your company image is to strategically market and generate an interest to both existing and potential clients.
Luxuria Marketing, Inc.
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
Monday, January 26, 2009
Tourism: Russia Continues to Soar
When America sneezes, it seems that the rest of the world catches a cold... But one of the few markets that has remained intact is Russia.
Its outbound tourism market grew 17 percent in 2007, making it the ninth largest outbound market in the world, and initial findings for 2008 report strong growth. By 2010, Russia is set to overtake Germany.
One of the most effect ways to explor Russia’s travel trade is by attending Moscow International Travel & Tourism (MITT). The country’s largest and most important travel trade event, MITT attracts over 92,000 buyers from across Russia and is ranked among the world’s top five travel and tourism exhibitions.
The 16th MITT takes place at the Expo Center in Moscow, March 18-21 2009, and will feature more than 3,000 exhibitors, drawn from 118 countries/regions. More than 70 national/regional tourism boards will be participating, and new destinations include Colombia, Panama, Costa Rica, Macao, Japan and Hainan. Meanwhile Indonesia and Sri Lanka have increased their stands dramatically as the arrivals from Russia grow every year. Four days later, March 25-27, Ukraine International Travel & Tourism, UITT, takes place at the IEC Kiev.
This year also marks the start of a new partnership between Dubai and the leading travel trade exhibitions in Russia.
The partnership will complement Dubai’s promotional activities in outbound markets of Russia and Ukraine. These two countries contributed almost one third of a million tourists to Dubai in 2007 and both markets continue to grow.
Luxuria Marketing
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
Its outbound tourism market grew 17 percent in 2007, making it the ninth largest outbound market in the world, and initial findings for 2008 report strong growth. By 2010, Russia is set to overtake Germany.
One of the most effect ways to explor Russia’s travel trade is by attending Moscow International Travel & Tourism (MITT). The country’s largest and most important travel trade event, MITT attracts over 92,000 buyers from across Russia and is ranked among the world’s top five travel and tourism exhibitions.
The 16th MITT takes place at the Expo Center in Moscow, March 18-21 2009, and will feature more than 3,000 exhibitors, drawn from 118 countries/regions. More than 70 national/regional tourism boards will be participating, and new destinations include Colombia, Panama, Costa Rica, Macao, Japan and Hainan. Meanwhile Indonesia and Sri Lanka have increased their stands dramatically as the arrivals from Russia grow every year. Four days later, March 25-27, Ukraine International Travel & Tourism, UITT, takes place at the IEC Kiev.
This year also marks the start of a new partnership between Dubai and the leading travel trade exhibitions in Russia.
The partnership will complement Dubai’s promotional activities in outbound markets of Russia and Ukraine. These two countries contributed almost one third of a million tourists to Dubai in 2007 and both markets continue to grow.
Luxuria Marketing
www.LuxuriaMarketing.com
info@LuxuriaMarketing.com
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