Thursday, September 04, 2008

Phil Kotler, Al Ries, Ned Roberto: Where's the intersection?

And that should include Ardy Roberto.

This post demonstrates how marketing gurus can get get some good attention even if they don't advertise on TV. Then again, perhaps this post should be titled: Ned and Ardy Roberto releases marketing business solutions book.

Which reminds me to share some 2005-vintage Marketing nuggets from the top-of-mind Guru himself: Phil Kotler.

Here's a snippet from an interview:
Question: TV advertising seems to be losing its effectiveness. What are alternative ways to get attention?

Kotler: The average American is exposed to several hundred ad messages a day and is trying to tune out. TV advertising is losing its effectiveness because of growing advertising clutter, the increasing number of channels, the availability of zapping mechanisms, and reduced watching of television by certain groups. The result is that marketers must consider other methods of getting consumer attentions.

Here are a number of possibilities:
  • Sponsorships. Companies have put their names on stadiums, on whole teams and on individual athletes in order to gain exposure.
  • Mentions on talk shows. During his evening show, David Letterman sent a camera crew out to buy Snickers candy bars and ended up talking about it on three subsequent shows, including when Mars sent a whole van of Snickers to feed the audience.
  • Product placement. In the movie Die Another Day, James Bond drove an Aston Martin, used a Sony cell phone and prominently featured an Omega wristwatch. Products are also mentioned in novels—in fact, Bulgari commissioned a whole mystery novel to be written called The Bulgari Connection.
  • Street-level promotions. Companies have hired actors and actresses to walk in busy areas and ask passersby to take a snapshot of them using their new camera phone. Hopefully the picture takers are impressed and tell others about the new camera phone.
  • Celebrity endorsements. Michael Jordon's endorsements gave a boost to Nike shows, McDonald's, Hanes underwear, and Rayovac batteries. Ex-Senator Bob Dole's surprising endorsement of Viagra put Viagra on the nation's mind.
  • Body advertising. College kids agreed to paste Dunkin' Donuts logos on their foreheads during an NCAA basketball tournament."
Care to add to that? I'm thinking along the lines of assailing other senses. Imagine if you can smell "aromatic advertisement".

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