Caveat Emptor

2/28/2013

In advertising the principle of Caveat Emptor is alive and well. Caveat Emptor means, "Let the buyer beware." Could a reference that thoroughly covers the advertising media buying and selling functions be helpful to you as an entrepreuer, professional or student/faculty? Check out this up-and-coming title Media Planning and Buying in the 21st Century, by Ronald Geskey, Sr. today.

http://www.21stCenturyMediaPlanning.com

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Ronald Geskey link

12/04/2013 4:50pm

While reading this week's Advertising Age, I was struck by the lead story. The story, recognized that television ad spending is still growing, and, wonder of wonders, still has not been totally replaced by online ads. More specifically, the story reported case histories that many large digital marketing brands with multizillion dollar ad budgets, are increasingly turning to television to for branding purposes, e.g., to build brand awareness, image, and brand equity.

The reported reason for switching to television was that the brands felt that they have maxed out the business results that can be achieved by using online advertising to drive visitors to their websites. So to grow the business they tried television.

Those brands using television doubled, tripled, and quadrupled key measures like brand awareness and sales.

Why would anyone be surprised that smart brands would use a media mix which addresses its marketing problems rather than following the internet PR machine? Remember, even Google uses television! Maybe that makes it OK.

Caveat Emptor

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