As proof that it's spending its marketing dollars wisely, Kimberly-Clark Chairman-CEO Thomas Falk told analysts last week that the company expects to spend only 46% of its marketing budget on TV this year, down from 60% in 2004. "If you looked two or three years ago, out of our top six consumer brands, TV would have ranked as the most popular channel for all six," Mr. Falk told attendees at the Consumer Analyst Group of New York last week.
Getting consumers to interact with an ad is always desirable, but just how much more effective does it make the ad? A new study attempts to measure how consumers feel about a brand after they view a static ad and an ad they can interact with. London-based interactive agency Weapon 7 hired research agency 2CV in 2005 to conduct the study, and a paper, "Measuring the effectiveness of interactive advertising," is currently undergoing peer review and is slated to be published in Admap this spring.
Castrol ties fantasy football website to UEFA Euro 2008 sponsorship
Written by Webmaster
Friday, 22 February 2008
Castrol is asking football fans across Europe to choose their best 11 players participating at UEFA Euro 2008 to leverage its sponsorship of this summer's. Castrol will launch a 'Best 11' website where fans can select a team. Every player in the tournament will then be ranked according to the Castrol Performance Index. The promotion gives customers the chance to win a VIP trip to the UEFA Euro 2008 final on 29 June in Vienna and the chance to meet the Castrol Player of the Tournament.
P&G widens lead over Unilever among top 100 advertisers
Written by Webmaster
Thursday, 21 February 2008
Procter & Gamble has upped its advertising spend nearly 13% to remain the UK's biggest spender on above-the-line advertising. P&G spent just under £203m on advertising in 2007, to retain the number one spot in Marketing's Top 100 Advertisers. Its FMCG rival Unilever was pushed down into third place by COI Communications, which increased its spend by nearly 9% to just under £150m. According to Nielsen Media Research's figures, Unilever cut its spend by nearly 16%, slicing it down to £142m over the year.
As proof that it's spending its marketing dollars wisely, Kimberly-Clark Chairman-CEO Thomas Falk told analysts last week that the company expects to spend only 46% of its marketing budget on TV this year, down from 60% in 2004. "If you looked two or three years ago, out of our top six consumer brands, TV would have ranked as the most popular channel for all six," Mr. Falk told attendees at the Consumer Analyst Group of New York last week.
Getting consumers to interact with an ad is always desirable, but just how much more effective does it make the ad? A new study attempts to measure how consumers feel about a brand after they view a static ad and an ad they can interact with. London-based interactive agency Weapon 7 hired research agency 2CV in 2005 to conduct the study, and a paper, "Measuring the effectiveness of interactive advertising," is currently undergoing peer review and is slated to be published in Admap this spring.
Castrol is asking football fans across Europe to choose their best 11 players participating at UEFA Euro 2008 to leverage its sponsorship of this summer's. Castrol will launch a 'Best 11' website where fans can select a team. Every player in the tournament will then be ranked according to the Castrol Performance Index. The promotion gives customers the chance to win a VIP trip to the UEFA Euro 2008 final on 29 June in Vienna and the chance to meet the Castrol Player of the Tournament.
Procter & Gamble has upped its advertising spend nearly 13% to remain the UK's biggest spender on above-the-line advertising. P&G spent just under £203m on advertising in 2007, to retain the number one spot in Marketing's Top 100 Advertisers. Its FMCG rival Unilever was pushed down into third place by COI Communications, which increased its spend by nearly 9% to just under £150m. According to Nielsen Media Research's figures, Unilever cut its spend by nearly 16%, slicing it down to £142m over the year.
