Business and Advertising

Advertising supervisor named.
Nick Bressan has been promoted to retail advertising supervisor at The State Journal-Register. The appointment is effective Monday.

Bressan has been with the newspaper for more than four years and has worked with classified and retail accounts, director of advertising Gary Tyler said in the announcement.

Bressan, a native of Pleasant Plains, is a graduate of the University of Illinois at Springfield, where he majored in communications. He will oversee retail advertising for both print and online editions in the new job.

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Advergaming - The Philippines” Next Advertising Goldmine.
Advergaming isn”t your mainstream advertising channel because it uses a medium that most traditional advertisers and marketers do not understand. Case in point, just the other day, I presented again to another potential group of investors and advertisers, and they couldn”t make heads or tails of what gaming could offer. WTH is Advergaming? Basically, advergaming is using video games to advertise a product, message, viewpoint, etc. Most advergaming campaigns can be blatant and in-your-face, but more often than not, regardless of how much the brand or company logo is strewn across your screen, it”s usually done in a manner that will not interrupt your gameplay. Strictly speaking, effective advergaming techniques are executed in such a way that the actual gamers don”t mind and in some cases even welcome the intrusion.And the great thing about gaming, particularly online gaming here in the Philippines, is that if your message or brand is targeted toward the youth (say your 15- to 25-year-olds), there”s a good chance that these folks, male AND female, will be able to access, experience and enjoy your advergaming campaign.more

Commuters in cold over Clear Channel ad row.
A dispute between BT, local councils and the UK”s largest bus-stop advertiser could leave hundreds of thousands of commuters waiting in the rain.

Barry Sayer, chief executive of Clear Channel, which owns and maintains 38,000 of Britain”s bus shelters, said the company may stop building them if local councils allow BT to build new phone boxes with jumbo advertising hoardings.

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The Retailing Revolution Why & Whither?.
A woman”s primary reason for reading a particular advertisement is ‘this is my mall.’ If she glances at other advertising, it is largely to reassure herself that her favorite mall is competitive in price. Instead of comparing prices, she evaluates the mall from different sets of criteria: variety of goods, orderliness of the mall, services and nonservices, personnel and other shoppers, among others.

SM can be all things to all people. SM continually is consistent and reinforces its strong symbolic character. The advertising, windows, merchandising events, architecture, store policies, safety, security, CSR initiatives and attitudes of the sales personnel-all say the same thing symbolically. It creates a mood that helps to transform the shopping trip into an exotic adventure. This columnist can describe SM Supermalls as a ‘little world in itself’ where the shopper can browse and enjoy her fantasies.more

Digital advertising the mourning of a new age.
The Swiss food giant is reducing its TV advertising budget from 68 to 60 per cent of marketing expenditure globally in recognition of the importance of digital media.

‘The advent of the digital age continues,’ announced Nestle Australia”s Ian Alwill. ‘Nestle has legislated that we will spend more in the digital space.’

Mr Alwill says TV”s share of his $50 million ad budget already sat under 50 per cent as his company explores other techniques such as telemarketing and direct communications to the 750,000 households on the Nestle database.

‘That obviously has implications for the media,’ he told an audience of mainly media buyers at the CEASA conference earlier this week. Among them was Roger Camplisson, the managing director of Initiative,who said: ‘If ever there was a warning that this is going to happen that more funds will move into digital media, then you”ve heard that from a guy who”s in control of one of the biggest budgets in Australia.’

It set the tone for a conference that centred on the themes of measurability and accountability of media to clients who are coming under increasing pressure to justify their budgets.more

Looking for 15 mins of fame? Grand Strand casting call.
‘If we”re going to be in their consideration set, we need to advertise. and once we get into the consideration set we have to sell them. So, it”s a full process and the footage we gather from our video shoot is going to help us in that process.

If you missed Sunday”s casting call but would like a shot, email your photo to tina.pace@visitmyrtlebeach.com

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ARRIS expands addressable advertising capabilities.
ARRIS has concluded a second series of interoperability test activities to help accelerate advertising revenue services for the cable industry?s addressable advertising insertion standard and solutions. ARRIS continues to support industry standards such as SCTE 130. The companies with which ARRIS has thus far completed interoperability testing and agreements are OpenTV, INVIDI, BIAP, BlackArrow, This Technology, Sigma Systems and RGB Networks. To date, ARRIS and its collaborators have demonstrated interactive linear and addressable dynamic video-on-demand (VOD) advertising; the most recent test activities highlighted interstitial VOD ads selected by multiple partners? ad decision services as well as interoperability with the full range of SCTE-130 components.

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Cuban says he”d put advertising on jerseys; clarifies K-Mart story.
Cuban also said that fans realize the more advertising, the lower the ticket prices.

— Cuban said LeBron James was probably smart not to address the media after the Cavs lost. Cuban said LeBron might have created more problems than he solved if he had addressed the media when he was angry.

— Cuban admitted that he referred to Kenyon Martin as a thug and said he decided to be honest about it even though he certainly didn”t need to. Cuban said he uttered something quietly that Martin”s mother couldn”t possibly hear, and someone leaked the comment to the press. Basically, Cuban said someone called Denver the ‘Thuggets’ and Cuban pointed and Martin”s mother and quietly said ‘that includes your son.’

— Cuban had some interesting comments on Dirk Nowitzki and the scandal with his ex-girlfriend.more

Michael Jackson”s Brief Career in Advertising.
In terms of traditional advertising, Jackson went to bat for two brands: Pepsi and L.A. Gear. The Pepsi deal was huge news at the time, first for his simple involvement, secondly for the horrible turn the shoot took when the singer”s hair was set on fire. (That in itself became such a pop culture moment that Phil Dusenberry named his memoir ‘Then We Set His Hair on Fire.’)

L.A. Gear is sort of a forgotten footnote. The shoe company actually sued Jackson for not delivering the goods. And Jackson”s later problems had brands keeping clear of him.

Still, when Michael Jackson agreed to do spots for Pepsi”s ‘Choice of a New Generation’ campaign back in the mid-80s, it was almost a pop-culture equivalent of the moon landing. I don”t know if youngsters these days will realize how big a deal this Pepsi commercial was.more

South Africa: Mobile Marketing Drives Creativity.
Mobile marketing is forcing companies and their advertising agencies to create different advertising campaigns that are relevant to their various audiences, claimed Angus Robinson, CEO of Brandsh, an agency that specialises in mobile and social media, yesterday, Tuesday 30 June 2009.

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