QVIews

Although I share Erwin Ephron’s scepticism about chasing engagement, I think this new service from BuzzMetrics will be valuable. It will be analyzing engagement in programs, not advertisements, but they will break out a lot of details about media usage, program involvement and historical buzz. More data is better. ClickZ News: BuzzMetrics to Monitor TV…

Keeping us up-to-date on all that’s new and adventurous is major advertising campaigns, Amy Corr of MediaPost notes a new advertising medium discovered by Zippo and a bold experience in the subways from the New York Times. It all definitely makes me wish I could be there. MediaPost Publications – Out to Launch by Amy…

Media planner veteran (and maybe inventor) Erwin Ephron has been calling the media’s bluff on promoting ‘engagement’ to advertisers. In July, he made a presentation to the ANA explaining engagement in magazine advertising. Here he disassembles the idea of engagement in TV advertising. It all comes back to relevance, although many other things can get…

One of my favorite books on marketing is Creating Customer Evangelists (see the right side bar for more info), and the authors, Huba and McConnell, just got some coverage in US News & World Report. This new article has a nice explanation of the duties and responsibilities of a corporate evangelist. For more information, check…

Most marketers consider search to be a point-of-purchase moment, but Sean Cummings, a VP at search innovator Dipsie, reminds us that people can click to connect, not just click to buy. iMedia Connection: Can Search Build Brands? by Sean Cummings You can build a brand through search, but only by smartly identifying those people who…

I’m not sure I agree that major national advertisers are reaching people they may not have reached before by using blogs, but it does seem clear that the quality of the communication is there for them. Blog advertising is establishing itself as a productive channel. NY Times: As Corporate Ad Money Flows Their Way, Bloggers…

Stuart Elliott has an excellent recap of the good results of the Budget Rent-a-car campaign which brought together all sorts of blogging resources. Hasbro has been encouraged to try their own innovative campaign using classified ads instead of blogs. One of the important things to realize about these wonderfully creative campaigns is that they are…

Although Mercury denies it’s re-branding itself for women, it has clearly become a more "woman-friendly" brand. It’s sponsoring the development of independent films by women, getting involved with high-end fashion shows, and partnering with dealerships to offer the Make Your Day sweepstakes, the prize being a day to pamper yourself with a makeover, manicure and…

Tivo and DVRs have finally pushed the TV networks into innovating the standard commercial break, known to TV execs as the "advertising pod" (no relation to an iPod). Although local stations and cable channels have always had more freedom in putting together commerical breaks, now that the industry leaders and changing their rules, we should…

A new advertising billboard system is now getting wider exposure with Sam Goody stores. Dynamic images are projected on the floors and walls. When customers walk into the image it reacts and changes. Everyone seems charmed. Fad or valuable environmental advertising experience? I think it will depend on how patient people will be to stay…