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Date: 2019-03-23 Page is: DBtxt001.php L0700-SS-MARKETING-ADVERTISING


STREAMS / STRANDS / STRINGS
MARKETING / ADVERTISING
AT THE CENTER OF ALMOST EVERY BUSINESS PROFIT MODEL

FOOD

PRIMARY IMPACT OF ADVERTISING
The most obvious goal of advertising is to increase sales, and therfore profit.. The problem with this is that for most companies more sales means greater planetary unsustainability, even though it most likely will mean more profit.
There was a time when more consumption meant a better quality of living because there were shortages and more really was better, but for several generations in the richer countries of the world, more consumption was not needed to have a better quality of life, but more sales continued to mean more profit.
ANOTHER IMPACT OF ADVERTISING
Advertising is an essential part of the revenue stream in media. Where advertisers place their advertising has an important impact on the organizations that run the ads. There have been big changes in the advertising landscape over the several decades since electronic media first appeared on the scene. There was a time when newspapers and print journals dominated the advertising scene but this change significantly with commercial TV, and then again with the deployment of the Internet and the emergence of various forms of social media.
FREE SPEECH AND MISINFORMATION
TPB opinion. The purpose of advertising is mainly to get people to buy something, and to get this to happen is best served by telling stories that imply that making the purchase will be good for the target customer. Whether ot not this is a valid story is not as important as whether or not it gets the target to buy the product. The flow of misinformation that is associated with advertisements is substantial, and probably not healthy for society.

A BIG SEGMENT OF THE ECONOMY
In 1914, collectively, the top 200 advertisers in the United States spent a record $137.8 billion on advertising, up 2% year on year, according to Ad Age's annual '200 Leading National Advertisers' report of July, 2015.
10 VERY BIG CORPORATE AD SPENDERS IN 2014
The amount of advertising expenditure is very large ... it must be worth it since it has been going on for a long time!
1. PROCTER & GAMBLE. Ad spend down 4.2% to $4.6 billion. The CPG giant is also the world's largest advertiser, although this spring the company's CFO revealed a plan to cut spend on ad agencies by up to $500 million. The company is also shifting huge amounts of its budget to digital advertising, because it believes online ads deliver a higher return on investment than TV or print. One of its most popular campaigns of last year was its Always #LikeAGirl spot, which has been viewed on YouTube more than 58 million times.
2. AT&T. Ad spend up 0.1% to $3.3 billion. AT&T was also ranked in the top biggest b2b marketers last year (alongside Microsoft and Apple, according to AdAge.) Last year it phased out its long-running 'It's Not Complicated' campaign in favor of a new 'Better Network' messaging, swapping kid brand ambassadors for geeks called 'The Network Guys.'
3. GENERAL MOTORS COMPANY. Ad spend down 0.7% to $3.1 billion. One of GM's stand-out campaigns last year was a spot for its Chevrolet brand, featuring a gay couple in its TV ads for the first time. The same brand also cut a product placement deal with Disney's Marvel Studios to feature its vehicles in 'Captain America: The Winter Soldier.'
4. COMCAST CORPORATION. Ad spend down 1.7% to $3 billion. For Comcast, 2014 was a year marred with criticism of its customer service. Nevertheless, the company still spent big on ads in 2014, including its Star Trek-themed Super Bowl spot.
5. VERIZON COMMUNICATIONS. Ad spend up 3.6% to $2.5 billion. Last year Verizon famously launched a content marketing site called SugarString, but shuttered it just two months later. Big ads included a push for its Smart Rewards loyalty scheme and a fun spot 'ice fishing gravity' spot for its XLTE service.
6. FORD MOTOR COMPANY. Ad spend down 3.6% to $2.5 billion. Activity from Ford's marketing department last year included its pre-game Super Bowl spot starring actor James Franco, and a parody of Cadillac's 'Poolside' ad.
7. AMERICAN EXPRESS. Ad spend up 7.9% to $2.4 billion. Last year the company stated an intention to shift its online budget to programmatic technologies — which are potentially more efficient than direct-sales. One of its most memorable campaigns from 2014 was an ad starring Tina Fey to introduce its new EveryDay credit card.
8. FIAT CHRYSLER AUTOMOBILES: Ad spend up 14% to $2.2 billion. Fiat launched a number of high-profile campaigns in 2014, including its 'Fix It Again, Tony' ad (a derogatory acronym that was once widely used to describe the quality of its cars) and a big push for its Fiat 500 minicar starring Sean 'Diddy' Combs.
9. L'ORÉAL: Ad spend down 2% to $2.2 billion. The report notes that many of the brands that grew the fastest for the company in 2014 actually had very low or no ad spend — such as Kiehl's, Urban Decay, and NYX. In April, the company's US division launched a review of all its media, with a decision expected by the end of the year.
10. WALT DISNEY COMPANY. Ad spend up 7.4% to $2.1 billion. The company spent big on marketing its box office phenomenon 'Frozen' with fresh content and merchandise long after its 2013 opening.

Peter Burgess Connections ... LinkedIn // Rajesh Yukta
Rajesh Yukta ... Founder, Chairman & CEO, AC2 ... Hyderabad, Andhra Pradesh, India ... Information Technology and Services
Open file 7561
The Trump Presidency // Late Night Fun
The Late Show with Stephen Colbert ... Trump's Special Counsel Is The Most Special ... Published on May 19, 2017
Open file 13170

Advertising

The-receptivity-of-the-masses-is-very-limited
'http://truevaluemetrics.org/DBpdfs/Advertising/The-receptivity-of-the-masses-is-very-limited.pdf'
Open PDF ... The-receptivity-of-the-masses-is-very-limited
Athletes-Health-Advertising-Pediatrics-2013-Bragg
'http://truevaluemetrics.org/DBpdfs/Advertising/Athletes-Health-Advertising -Pediatrics-2013-Bragg.pdf'
Open PDF ... Athletes-Health-Advertising-Pediatrics-2013-Bragg

Brands and Publishing / Social Media

Is this really true?
“Today’s most powerful growth engine is users—people who interact with a company through digital media and technology even if they have never spent a dime. ... Become indispensable ... It is Users Not Customers: Who Really Determines the Success of Your Business — Aaron Shapiro,
'http://www.truevaluemetrics.org/DBpdfs/SocialMedia/NewsCred-Brands-As-Publishers-WhitePaper-2012.pdf'
Open PDF ... NewsCred-Brands-As-Publishers-White-Paper2012

Acxiom-promotion-high-cost-of-free-analytics-POV
'http://www.truevaluemetrics.org/DBpdfs/Advertising/Acxiom-promotion-high-cost-of-free-analytics-POV.pdf'
Open PDF ... Acxiom-promotion-high-cost-of-free-analytics-POV



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