Can cinema successfully lead the advertising schedule?
Written by Webmaster
Monday, 04 August 2008
Cinema can sometimes be an afterthought for marketers. It's that extra "luxury" for advertisers, should they have enough time left to film an extended and more cinematic version of an ad, and of course, spare additional budget, writes Tim Butler, group head at Pearl & Dean. When marketers think of cinema, they think of a 60-second creative ad shown on the big screen, with huge impact and great recall. However, the creative thinkers at Pearl & Dean approach it in a very different way. We have become a lot more experiential and a lot less conventional.
"...Researchers Find Thin Models Make Viewers Like Brands More, but Themselves Less...The Dove Self-Esteem Fund, backed by its Campaign for Real Beauty, has exceeded its original goal of reaching 1 million young girls by this year and expanded its target to 5 million by 2010...". Thin is still in for advertising, new research suggests, unless you're trying to sell cookies or self-esteem. A study by business professors at Villanova University and the College of New Jersey, inspired by Dove's "Campaign for Real Beauty," shows that ads featuring thin models made women feel worse about themselves but better about the brands featured.
The connection between Apple and Steve Jobs is unlike any other brand and CEO relationship in corporate America, maybe the world. The unflappable, black turtleneck-wearing founder is viewed as the public face of Apple, and the driving creative force behind every cool gadget it releases. In fact Jobs so epitomizes the brand that even the Mac guy in the Mac vs. PC ads is clearly meant to evoke the founder himself. So when Mr. Jobs catches a cold, Apple sneezes. And that's why the rumors and innuendo swirling about his health are particularly serious for Apple.
"Branded content sites are doing a particularly effective job..."Like nature vs. nurture, the debate between targeting content or audiences is something of a philosophic argument in the marketing world. Some people believe targeting audiences is what matters most -- regardless of where they are browsing online; others believe that the quality and context of the website on which a consumer is targeted matters. Now, new findings from the Online Publishers Association suggest that content is king: Ads on branded-content websites are more effective than non-branded sites and outpace industry norms in nearly every category.
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Cinema can sometimes be an afterthought for marketers. It's that extra "luxury" for advertisers, should they have enough time left to film an extended and more cinematic version of an ad, and of course, spare additional budget, writes Tim Butler, group head at Pearl & Dean. When marketers think of cinema, they think of a 60-second creative ad shown on the big screen, with huge impact and great recall. However, the creative thinkers at Pearl & Dean approach it in a very different way. We have become a lot more experiential and a lot less conventional. 
"...Researchers Find Thin Models Make Viewers Like Brands More, but Themselves Less...The Dove Self-Esteem Fund, backed by its Campaign for Real Beauty, has exceeded its original goal of reaching 1 million young girls by this year and expanded its target to 5 million by 2010...". Thin is still in for advertising, new research suggests, unless you're trying to sell cookies or self-esteem. A study by business professors at Villanova University and the College of New Jersey, inspired by Dove's "Campaign for Real Beauty," shows that ads featuring thin models made women feel worse about themselves but better about the brands featured. 
The connection between Apple and Steve Jobs is unlike any other brand and CEO relationship in corporate America, maybe the world. The unflappable, black turtleneck-wearing founder is viewed as the public face of Apple, and the driving creative force behind every cool gadget it releases. In fact Jobs so epitomizes the brand that even the Mac guy in the Mac vs. PC ads is clearly meant to evoke the founder himself. So when Mr. Jobs catches a cold, Apple sneezes. And that's why the rumors and innuendo swirling about his health are particularly serious for Apple. 
"Branded content sites are doing a particularly effective job..."Like nature vs. nurture, the debate between targeting content or audiences is something of a philosophic argument in the marketing world. Some people believe targeting audiences is what matters most -- regardless of where they are browsing online; others believe that the quality and context of the website on which a consumer is targeted matters. Now, new findings from the Online Publishers Association suggest that content is king: Ads on branded-content websites are more effective than non-branded sites and outpace industry norms in nearly every category. 
