An Absolut Mess: Controversy in the Blogosphere

It is not uncommon for an advertising campaign to experience mixed reactions from the consumers it is trying to target. A negative response is even more frequent when the ad is aimed toward a very specific audience, which often causes the brand to offend those who may not understand the intricacies of the target market. Recently, Absolut Vodka launched a campaign that was aimed specifically towards citizens of Mexico. Attempting to tap into the national pride of the nation, the advertisement (pictured right) depicts an "Absolut World" in which the Mexican boarder extends upwards into the United States. Once American citizens caught wind of the billboard and print campaign, online discussion boards exploded with commentary and many consumers have called for an international boycott of the brand.

I first came across this topic in an Advertising Age blog written by columnist Laura Martinez, who happens to be a Latina journalist and marketing expert. After posting the Absolut advertisement in her blog on March 31st and stating "wonderful things can happen", she received over 240 remarks from outraged and supportive readers alike. Later, Martinez published another entry on the topic that was both an explanation of her intentions as well as an answer to the comments she received. I have written a reply to this post that expresses my disappointment with the reactions of the close-minded and intolerant Americans who have left counteractive and offensive comments on this blog. Next, I went directly to the source, the Absolut website, where the company has posted both an explanation and an apology to its customers on an online forum. As somewhat of a counterpoint to my entry on Martinez's blog, I left a remark on the Absolut discussion board (under the name 'marketing student') that holds the company responsible for its offensive and careless campaign. I have reproduced both of my comments below for the reader's convenience.

Response to "I Created an Absolut Ruckus":
This is such an fascinating discussion. First of all, it is a perfect testament to the wildfire nature of the blogosphere, and definitely shows how a post that was simply meant to spotlight a creative advertisement can initiate such a strong reaction. I also think that the reaction in itself is a testament to something else – the ignorance and fanaticism of American patriots. The off-putting and unconstructive comments left on this post are exactly the reason why outsiders have such negative feelings toward our country. One remark made by ‘Vallery’ on the original March 31^st post particularly struck me and frankly, made me ashamed of my citizenship. Instead of addressing the ad itself or providing a statement about its implications, Vallery decided to attack Mexico and its citizens, stating that “the whole Mexican country is run by rich elitist thugs that ship their poverty stricken poor to the USA as a cash crop.” Another comment made my ‘Trolls.net’ is even worse, asserting “I just want my lawn cut every couple weeks in the Summer and the occasional drywall and paint job done correctly. If I get a sober beaner to do the work, it’s a bonus.” It is unbelievable to me that people can be so zealous and bigoted, and it makes me wonder if it is even worth it to try to defend the character of the country that I once thought to be so liberated and accepting.

As for the ad itself, I think it is just as brilliant and compelling as the rest of the Absolut campaign. Not only does it speak directly to its target, but it cleverly ties into an unspoken cultural state of mind. And this is not to say that I think that Mexicans want to invade the US or take over any of our land. The whole point of these ads, as stated by Absolut, is to “invite consumers to visualize a world that appeals to them.” The key here is the fantasy element, and I don’t think that any of these ads are meant to depict the political agenda of the company at all. The Absolut World for Mexicans is comparable to the Absolut World for women, where ads show a pregnant male and his happy, skinny, female partner. I think taking this campaign too seriously is a big mistake, but I also think it would be a mistake for Absolut to overlook the fact that people are not always going accept their attempts at humor. A campaign such as this is certainly a sensitive one, and these kinds of reactions are something that should have been considered before the ad was launched.

Response to "In an Absolut World According to Mexico":
I would like to start off by saying that I think the Absolut World campaign is absolutely genius. Playing off the clever and memorable “Absolut ______” and “The Absolut Vodka” campaigns, the Absolut World idea is seamlessly integrated into the brand image that has been created. The concept of allowing consumers to relish in a place of fantasy is both captivating and exciting. It also presents an opportunity to reach out directly to vastly different target groups on very personal levels. However, as the Mexico-based campaign has proved, when connecting with one segment it often follows that a brand will alienate another. It baffles me that Absolut would make such a bold statement to try to appeal to a minority group. While the Mexican market must account for less than 10% of global sales, the entire United States population is left feeling alienated and betrayed. I understand that the campaign is meant to be witty and ironic. But the fact that this ad speaks to a broader political agenda overshadows the humor. Granted, the ad in question was intended for Mexican audiences only, where the reference has been received as entertaining and completely acceptable. But it would be ignorant and irresponsible to assume that it wouldn’t leak into the US market. Personally, I think many of the outrage expressed here is unfounded and overzealous. Unreasonable or not, it is Absolut’s responsibility to be conscious of the statement being made. Of course Americans are going to take offense to an advertisement that is a clear attack on their country. Although the ad was not “meant to offend or disparage, or advocate an altering of borders, lend support to any anti-American sentiment, or to reflect immigration issues,” it did all these things and more. The boycott of this brand should have been predicted before the campaign was launched. I am curious to see what Absolut will do with its plans to target other minority groups like blacks, Hispanics, and gay men and women in similar campaigns. If the company is walking on thin ice now, this might be something that could push customers over the edge.

Acknowledging an Impact: The Importance of Socially Responsible Marketing

Marketers play a distinct role in society because they have the opportunity and ability to communicate messages to the general public. Most advertising and public relations efforts are aimed towards promoting a certain brand, product, or service for the specific purpose of increasing an organization's profits. Some marketing, however, goes beyond this profit-seeking function to reach for broader, perhaps more consequential goals. As people become more and more focused on environmental and social issues, businesses have begun to be held accountable for their actions and how they affect the grander scheme. Many have even come to expect that marketers use their communication powers to address the concerns of the communities to which they belong. The manner in which companies choose to approach these issues can take many forms. One way that social responsibility can manifest itself in marketing is by taking an active stance in the support of charitable causes, as is the case with (PRODUCT)RED branded goods (pictured right). Sales of these products support The Global Fund, which provides aid to women and children affected by HIV/AIDS in Africa. Campaigns with a social focus like (RED) provide a visible venue for businesses to promote a positive impact that goes beyond the goals of the organization itself.

Some firms may also decide to market green products or they may spend advertising dollars to convey the company's efforts to help the environment through sustainable business practices. These techniques have become more and more important in the midst of a societal crisis over the uncertainty of the future of the world we live in. In particular, people have begun to realize the negative impact that past and present generations are having on the environment, and they are beginning to question the state of the planet on which their children will live. One way to measure the public's concern over these issues is through monitoring blog activity surrounding the topic. According to a recent Nielsen study, "protecting the environment has become increasingly important to consumers, with online buzz around sustainability growing 50 percent in 2007." While some of the conversations taking place are directed towards individual actions, most of the apprehensions emphasize the environmental impact of large corporations. In fact, the top three sustainability subjects are climate change, renewable energy, and resource conservation, all of which have the potential to be addressed by the manner that industrial producers conduct their business.

Since consumers are clearly concerned about environmental issues, it would only seem plausible that a 'green' message from any organization would help the public image of that brand. However, businesses need to be extremely careful that they do not overstate their claims because the public will be quick to "condemn 'greenwashing' when they suspect companies misrepresent their environmental impact with aggressive PR campaigns--as spurious attempts to be 'green.'" The blogger community is especially skeptical of contrived endorsements, in particular when they feel that a company is contradicting its actions or being incongruent with the actual industry practices. It is not uncommon for marketers to experience a backlash from their "socially responsible" marketing if they are not completely honest and consistent with their message. In fact, companies like Patagonia have found that it is better to disclose all information, good and bad, in order to gain the trust of consumers. Footprint Chronicles (pictured left), the company's new interactive online campaign, does not hide anything and has seen a huge positive response from the online community.

It is especially important for organizations to engage in socially responsible marketing and business practices if they have a negative public image. One of the most controversial brands when it comes to societal and environmental impact is Wal-Mart, who has put millions of dollars into reversing its reputation of being an aggressive profit-seeking corporation. The company's most recent campaign to support Earth Month 2008 consists of advertisements across media as well as in-store products and displays. Among the over 500 eco-friendly items available are co-branded Coca-Cola t-shirts made with a material manufactured from recycled plastic bottles and a line of "organic, Rainforest Alliance and fair trade certified coffees." As a result of this elaborate undertaking, Wal-Mart hopes that consumers will recognize that it is taking strides towards sustainable business practices, and is pressuring its suppliers to do the same. Because the company does have such a powerful hold on its partner companies, consumers expect the "retail giant to humble mighty suppliers into meeting its environmental dictums." All of these added pressures combined with a past image to overcome have caused Wal-Mart to see mixed reactions to its sustainability efforts. In Advertising Age's list of companies that are "Green & Greenwashed," Wal-Mart is the only organization to make both lists. On the positive side, environmentalists realize that as the world's largest retailer Wal-Mart is "already having effects on the way its suppliers produce products." On the other hand, despite its "ambitious goal to reduce greenhouse gasses by 20% in seven years...a look at their recently released report shows that the company's carbon emissions actually increased by 9% last year."

Skeptics of social responsibility in marketing note that while a "corporation's goal is to act on behalf of its owners [...] it would be irresponsible for the management of a company[...] to deploy corporate assets for social causes." According to this philosophy, if an undertaking does not produce a quantifiable outcome in the form of increased stock price, it is not in the best interest of the company's shareholders. While this is an extremely close-minded and perhaps even selfish viewpoint, it is important to realize that this type of marketing does not always automatically translate into increased revenue or even an improved public image. However, organizations that consistently exhibit socially responsible tendencies can eventually gain a strong reputation that could pay dividends in the long run in the form of increased consumer trust and loyalty.

The Wonderful World Wide Web: More Sites to Explore

This week, I have again chosen to delve into the boundless universe that is commonly known as the Internet. There is a plethora of marketing related sources out there, and it is almost impossible to explore them all. Thus, I have selected ten relevant websites to discuss and have added each of them to the Linkroll for your convenience. I will be evaluating the sites based on IMSA (for blogs) and Webby Awards (statue pictured left) standards, which include criteria such as content, structure and navigation, visual design, functionality, interactivity, and overall experience. The first two new additions to the Linkroll are both websites that contain extensive libraries of advertisements across media. Ad*Access is part of Duke University's online library and is both visually appealing and easy to navigate. Although there is a limited focus on radio, television, transportation, beauty and hygiene, and World War II, it is still a good site because users can browse ads by year, media, category, or search by keywords. AdFlip is similar in purpose but slightly more plentiful, as it claims the title of the "World's largest archive of classic print ads." The structure of this site is a bit more complex and difficult to navigate, with multiple lists of links on the homepage including "Today's 1o," publications, "My AdFlip," categories, and "What's Hot." Advertising World is the next new site, and despite its misleading name it is not a publication itself. Rather, it is the University of Texas's marketing communication directory that contains links to company websites in over one-hundred categories. The site is simple and easy to navigate but only contains organizations in each category that have submitted their URL's to the University. The first of two blogs that I have added this week, Duct Tape Marketing, is written by John Hantsh, a small business marketing expert, and was chosen as Forbes favorite for small business and marekting and is a Harvard Business School featured marketing site. Although the blog is not necessarily visually stimulating and has minimal interactivity (no videos and few picutres), the content of the site is insightful and stimulating. The next blog, The Musings of a Professor of Marketing, is maintained by Dr. Neil Hair of the E. Philip Saunders College of Business at the Rochester Institute of Technology. While mostly focused on personal experiences, there are also a number of additional pages beyond the blog itself and the site is current and well-maintained. The International Advertising Association, a global network of advertising professionals, organizations, and institutions, provides a juvenile website with a very specific set of information. While the data available focuses only on the organization itself, many parts of the site are for members only. The Market Research Society is an association for professionals in the fields of marketing, social and opinion research, business intelligence, market analysis, and consumer insight and its website also concentrates on organization-specific topics. The site is simple and unpicturesque, but does incorporate research, news, and career information. The Marketing Research Association is an organization with similar purposes, but the site itself reaches a much higher level in all of the Webby categories. Most notably, the content goes beyond association information to include pages such as Education Central, Career Center, Media Center, Advertiser's Resource, and an Industry Calendar. Next is the Chartered Institute of Marketing, an educational body that supplies its members with training, qualifications, and resources. Visitors to the website can also enjoy many of these perks as well and are welcome to explore current news, white papers, forums, and facts. The last, but certainly not the least, website I have chosen for this week is the World Association for Opinion and Marketing Research Professionals. Although the homepage looks busy, this is only because there is an abundance of resources available spanning categories such as news, industry information, events, publications, directories, career networks, conferences, and research. This website, along with many others discussed above, is useful for academics and professionals interested in learning more about marketing.

Product Placements: Advertising Without the Ads

Ever since the emergence of the DVR, television viewers have begun to believe that they actually have power over the advertising to which they are exposed. According to a recent Nielsen study, people who have recorded television tend to skip about one third of the commercials. But do the viewers really have control? Try sitting down for an episode of American Idol sans commercials and it will become quite obvious that it is impossible to avoid exposure to paid advertisements. Besides the scripted skits where contestants are seen singing and dancing around their Ford vehicles, it is difficult to watch the show for more than thirty seconds without seeing a Coca-Cola logo (pictured left) or hearing a plug for Cingular Wireless. American Idol is indeed the number one show in this category, and in the first half of 2007 it featured over 4,300 product placements. Brand promotions like these have a several advantages over traditional advertisements. Not only do they solve the problem of fast-forwarding through commercials, integrating a product into a script allows marketers to target specific audiences based on the nature of the program. Moreover, these advertisements last longer than a paid thirty second spot, especially when the products are incorporated into major motion pictures that are released on DVD and viewed countless times by huge audiences.

The practice of using brand names in television and cinema programming is not a new development, but due to the changing marketing landscape and of course the advent of the DVR, it has become a staple in virtually every type of entertainment. The first instance of a product placement actually dates back to the 1951 film The African Queen, where Katharine Hepburn is seen dumping a case of Gordon's Gin off of a ship. However, in 1982 this practice was launched into the Hollywood mainstream through the famous Reeses Pieces scene in ET (pictured right), which is said to have increased sales for Reeses by 65%. Nowadays, product placements are everywhere and have even extended into various alternative media such as video games, books, and the Internet. And advertisements integrated into traditional media have also developed quite a bit since the practice became popular. Not only are brands shown on screen, but now they are often used as central elements of the plot in many situations. One television program that is well-known for employing this technique is The Apprentice, where the master of consumerism himself Donald Trump presents contestants with challenges that often revolve around a certain company each episode. When Pontiac introduced its limited edition Solstice on the show its goal was to sell 1,000 cars in ten days. Surprisingly, they reached this target within forty-one minutes, even before the program aired on the West Coast, and ended up selling an additional 4,000 cars in the ten day period.

It is clear that product placements have the potential to make a notable impact on an audience, but not all advertisers see results like those of Pontiac. Sometimes using this technique can even backfire if the brand is not skillfully incorporated into the programming. A study at San Diego State University reveals that product placements that are incongruent with the plot are remembered more, but they "adversely affect brand attitudes because they seem out of place and are discounted." It is important to remember that the general public tends to have distrust towards advertisers and most people are quite skeptical when they feel like they are being targeted as consumers. For this reason investing in product placements can be a dangerous undertaking. It is especially risky considering the fact that this is not an overt advertisement and could be viewed as a sly trick to an already suspicious audience. Despite these inherent risks, the overall effect of a product placement seems to be a positive one. Moonhee Yang of the Manwa Broadcasting Corporation and David R. Roskos-Ewoldsen of he University of Alabama explored this subject in 2007. The Journal of Communication published their findings, which confirm that "levels of brand placements influence recognition of the target brand and attitudes toward the brand." Nielsen research further supports this relationship, demonstrating a positive audience impact of 42-62% among the top five product placements within the consumer packaged goods category.

These results are definitely having an effect on marketing decisions and advertisers continue to invest more and more money to have their brands appear in popular television shows and movies. Advertising Age's special product placement division, Madison + Vine, reports that "the typical sponsorship deal on a show like American Idol averages about $26 million." Of course, the price tag is not always that high. This type of endorsement can range from using a product as a central plot element to showing the logo somewhere in the background. The amount charged and effectiveness depends on factors such as screen time, visual prominence, plot connectedness, and if the brand is mentioned verbally. According to Annie Touliatos, the Director of Product Development & Marketing for Nielsen Product Placement Service, "product placement is being viewed more strategically and more frequently woven into the storyline to achieve a maximum and lasting impact." As marketers increase their focus on these kinds of alternative techniques they continue to step away from the conventional forms of advertising. Overall, "traditional ad spending was down in nine of 10 [consumer package goods] categories by as much as $122.2 million." Product placements have certainly had in impact on the marketing landscape since they were first used in 1951. With all the added pressures to reach wide audiences in unique and innovative ways, it is likely that this industry will only continue to grow and further move marketers away from traditional advertising methods.

Marketing Connections: Sites to Explore

Anyone interested in marketing knows that the strategies used today will be exhausted and remodeled by tomorrow. In this cutting edge field, it is of utmost importance to remain in tune with the trends and innovations that emerge everyday. For this reason, I have decided to explore the vast world of the Internet in the hopes of discovering web resources that are both relevant and compelling. This week, I have come up with a list of ten outstanding websites and blogs (see Linkroll) that fit nicely into this category.

News sources on the web can be some of the most useful places to find information about the latest issues in marketing. AdvertisingAge is highly acclaimed and widely accepted as an expert source in the advertising world. Not only does it meet all of the determining criteria for an exceptional website, but it also is known for publishing daily articles, columns, and blogs that are pertinent and engaging. AdWeek is similar to AdAge in that it is a renowned and qualified source for marketing-related articles. It is also a good place to view videos (pictured left), job listings, photos, ad campaigns, and data on agencies, companies, and consumers

The Academy of Marketing Science Review and the Market Research Portal mainly focus on research-related academic materials. Although the AMS Review leaves something to be desired when it comes to aesthetics and complexity, it is nonetheless a valuable resource that provides the full text of academic journals free of charge. The Market Research Portal is a more interactive site designed for market researchers as well as academics. Again, the visual design is not of the highest quality, but there is a wealth of articles, documents, links, discussion boards, and glossaries to explore.

There are also several marketing associations that are worthwhile web sources. The American Advertising Federation, which claims to act as the "Unifying Voice for Advertising," is a trade association representing professionals and college students. The primary purpose of the website is to provide information on AAF, but it also lists events, awards, and job opportunities. The American Marketing Association, however, is much more useful as an academic and professional resource on current issues. In addition to career and organizational information, this website also has numerous publications online, including white papers, articles, case studies, and webcasts. Another link that falls into this category is the Business Marketing Association, which focuses on business to business marketing. With a discussion board and several research-related resources, this site is beneficial for those specifically interested in how business can market to each other. The Public Relations Society of America is another specialized website that mainly champions its own organization, but also presents a significant amount of additional supplies for people interested in PR, including a Professional Resource Center, where non-members can pay $5 for case studies, articles, and surveys.

Brand Autopsy and Church of the Customer are both commendable blogs maintained by professionals in the field. Brand Autopsy is written by John Moore, who is responsible for the marketing strategies of Starbucks and Whole Foods Market. Moore's qualified point of view coupled with numerous videos and pictures makes this blog a worthwhile visit. Ben McConnel and Jackie Huba are writers, speakers, and consultants that uphold the Church of the Customer blog. This site is less interactive and the posts are shorter, but nonetheless they are well-written and breach topics that are not obvious or overly discussed.

The Mystery of the Consumer: Finding Needs and New Ways to Meet Them

The field of marketing is constantly being molded by an assortment of different factors including new ideas, technology, trends, laws, and most importantly consumers. Because consumers change, marketers need to continuously find new ways to reach them and meet their needs. Marketers today try to find any way possible of finding out exactly what it is their consumers want. Innovation becomes increasingly important, both as a means to connect with consumers and as a tool to stay ahead of the competition.

In order to explore this topic further, I have chosen to investigate the blogosphere. During my search, I have come across two interesting blog posts concerning consumer needs and finding innovative ways to serve them.

The first post that I have chosen was written by Larry Bailin, author of the book Mommy, Where do Customers Come From? (pictured left). The post (from connectedcustomers.net) is titled "Hungry for Better Service" and it discusses the implementation of an ESP System at TGI Fridays that allows the customers to notify the waiter electronically when they need assistance using the customer service watch (pictured below). Commenting on the importance of innovation and consumer needs, I have posted a reply on the site and copied it below for convenience.


The second post is one that was published on My Creative Team's blog (THINKing) titled "What Consumers Want." The blog is written by marketing professionals and this particular post gives some remarkable insight into how consumer research can influence marketing decisions in positive and negative ways. The author argues that it is not sufficient to ask consumers what they want, and we should instead be asking questions to discover how they think and how they make decisions. I have posted a comment in response to this post and I have copied it below.


Response to "Hungry for Better Service":

Thank you for the intriguing post on the new ESP System! As a student at the University of Southern California Marshall School of Business, I have come to realize that success in any organization goes far beyond simply meeting the needs of your customers. Success means reaching beyond the status-quo, and doing things that haven’t been done before. Given the competition present today in any industry, especially the restaurant industry, businesses need to be exceeding expectations instead of simply meeting needs. With its new ESP System, TGI Fridays did just that.

Not only does this device improve customer service, but it sets this restaurant apart from all of its competition. I think it is especially important for TGI Fridays to differentiate itself because it does not offer anything different from competing chains and its consumer base is not unique. With this innovation, however, consumers can clearly see the company taking extra steps to serve them. And there is no doubt that this effort is noticed, and talked about. Regardless of the food quality, people will be talking about TGI Fridays because they have come up with something new, something that is designed to make a better dining experience. The word of mouth advertising the company will receive from this innovation is well worth whatever investment they made to implement it.

I would also like to comment on another one of your points, which is the fact that customer service is generally not considered part of a company’s marketing strategy. I definitely agree that this is a crucial factor that can no longer be ignored. In fact, I think the only way to maintain a loyal customer base is to focus on constantly improving customer service. A company can only do so much to differentiate their products. When it is clear to the customer that you are going above and beyond to make their experience an enjoyable one, they will be yours forever.

Response to "What Consumers Want":

This post brings up an interesting point. Traditionally, the focus of marketing was to sell the product to the consumer, whether they wanted it or not. Unfortunately, the result of this tactic was often to present misleading information and deceive the consumers in order to get sales. I think this is where a lot of the mistrust in advertising by the general public stems from. Consumers don’t want to think of themselves as consumers. More importantly, they don’t want to feel like they are being tricked into buying something. They want to think that the companies they buy their products from actually care about them and want to help them solve all their problems.

Today, marketers have shifted their focus from trying to sell their products to an unassuming audience to finding out what their consumers wants and needs are and trying to satisfy those needs. This approach seems not only more humanitarian, but also more profitable. The solution is incredibly intuitive, ask the consumers what they want, then give it to them. But, as we all know, it isn’t that simple. As this post clearly argues, consumers don’t know what they want. In addition, there are too many other factors to consider when developing, redesigning, and marketing a product. Not only do consumers not know what they want and what they and others would actually buy, but they don’t know what is feasible given current technology and monetary constraints. They don’t have information on competitor’s strategies, and they don’t know what is best for your company. Moreover, it is crucial for any business to constantly innovate and think of new ways to serve their customers. Simply giving consumers what they ask for in a focus group or survey is certainly not enough to stay ahead of the game.

I think the point raised in this post concerning studying your consumers’ behaviors versus studying their preferences is entirely valid given my argument. The best way for marketers to learn about what their consumers want is by finding out exactly how they go about their days, what needs to they have that aren’t being met, how they make decisions, and what’s most important to them. Only by understanding how our consumers function can we begin to truly meet their needs.

The Search for the Medium of Tomorrow: Why Television Advertising Isn't Dead Yet

Today's media landscape provides marketers with a multitude of possible creative concepts and media combinations. In this highly competitive and complex market, advertisers are searching for any way possible to catch the eye of the illusive consumer. While innovation seems to be the word on everyone's minds, marketers are beginning to doubt the effectiveness of traditional media. Although it is important to embrace the variety of new venues available for reaching consumers, we simply cannot deny the power that television still holds as a marketing medium.

As the advertising landscape rapidly develops with the advent of new technology, many marketers believe that the only way to keep up is to stay ahead. Whatever worked before is simply not good enough, today's advertising needs to constantly push boundaries to succeed. With experts like Jim Stengel, global marketing officer for Procter & Gamble, calling for a "mindset shift" in the way we think about advertising, it would seem that change has become the staple of success. Stengel argues that instead of simply "telling and selling," marketers need to be focusing on building relationships with audiences through campaigns that embrace new, interactive media that puts the consumer in control.

For many, innovation means leaving behind the traditional anchor media such as television and embracing the tools of technology. According to the president of GM North America, television used to be the answer, "the only problem is that it stopped working somewhere around 1987." The downfall of television advertising has largely been attributed to the rise of the Internet as the ultimate consumer marketplace.

One argument for the apparent loss of effectiveness in television advertising is that because people are spending more time on the Internet, they are spending less time watching TV. However, Nielsen Media Research reports that "40% of the US 2+ population are more television-centric, 24% are more Internet-centric, and 15% are equally heavy users of TV and the Internet" (April 2006). As shown in the graph on the left, heavy Internet users even tend to watch more television than light and medium Internet users. According to another Nielsen study in April 2007, 56% of consumers trust television advertising, whereas only 34% trust search engine ads and 26% trust online banner ads.

It is clear that people are still watching television, but what about the TiVo factor? With recorded television becoming increasingly popular, does anyone even watch the commercials anymore? These questions have been addressed by several studies that have shown that the effectiveness of television ad campaigns has not been heavily impacted by the advent of the DVR. Communicus research reveals that "the differences based on DVR ownership or personal usage are only directional--as of early 2007 there is no clear pattern suggesting that DVR's have impacted on branded engagement with actual commercials that have aired on traditional TV." On a long-term basis, TV advertising increased in effective awareness between 1980 and 1995, and has been stable since then.

Television has continued to be a critical element of successful campaigns for several reasons. Most notably, advertisers still need to speak to a broad target. While marketers have become enamored by the Internet components of their campaigns, the audience that they reach is incomparable to the traditional television spot. Although Internet campaigns have higher levels of involvement among viewers, much of the high-level engagement takes place among a relatively small set of already loyal brand users. Television commercial awareness scores, on the other hand, reach an average of 15% of US adults, which translates to around 30 million people.

While television is certainly a necessary component of any major campaign, it is important not to downplay the importance of the use of integrated multimedia. In fact, the best campaigns are those that incorporate multiple media messages that play off of each other to create a synergy that enhances brand awareness. The ideal for every advertiser is for each message to enhance and build upon the others. Typically, television creates the initial momentum, driving the audience to the other media such as websites or online videos.

One example of a company that has successfully integrated a multimedia message is Geico Auto Insurance. The television-centered Geico campaign features the highly recognizable Gecko (pictured right), who has come to be the face that most consumers associate with the company. The television spots do an excellent job of plugging the website, driving many consumers online for a car insurance quote. The campaign also employs Internet banners for click-through, bringing in even more website traffic. This Gecko campaign has created a brand awareness that has made Geico one of the "fastest-growing auto insurance brands."

The conventional wisdom for marketers today has been to focus on innovation to stay ahead of the times. As soon as word got out that the Internet was the wave of the future, everyone seemed to assume that television was dead or dying. However, it is important to keep in mind that many times the trend has been to over-exaggerate the effects of new technology. When computers first arrived in our homes everyone predicted that robots would be doing our chores within a matter of years. With this in mind, it is crucial that marketers today recognize the power of new media, but do not forget that their audiences can still be reached using the staples of the traditional model.