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While a new Merrill Lynch report predicts that ad spending in the automotive category will flatten, continuing to trail overall U.S. adspend, U.S. automakers will likely not cut the amount of ad dollars spent on broadcast and cable networks, Mediapost writes. Ray Warren, president of Carat, said that “you have to show the consumer that you continue to be optimistic about your products. And if you’re a marketing executive for one of these companies, television is traditionally the safer place to advertise than nontraditional media.”
So even though Detroit automakers have continued to explore nontraditional ways to promote brands, GM purchased a sizeable amount of scatter time on both broadcast and cable in the fourth quarter, and Ford will continue to have significant presence as well. And breakage for the first quarter remained relatively low.
Early predictions that advertisers were holding back dollars from the upfront market seemed to prove true, as fourth quarter scatter was heavier than expected. All this bodes well for TV, according to the article, at least through the first quarter.
Dunkin’ Donuts on Monday bowed a $100+ million integrated advertising campaign that offers a new rallying cry for consumers hard hit by the economy: “You Kin’ Do It!”
The “You Kin’ Do It” national campaign broke with three television spots airing during…
In a note to readers wrapped around the Chicago Tribune’s A section today (Thursday), editor Gerould W. Kern acknowledged that the redesign the paper unveiled several months ago was unsuccessful to some extent.
The paper will be going back to its…
The advertising outlook for 2009 remains relatively upbeat for certain types of online media and marketing - including search, video and multicultural initiatives - but traditional media and some social networks will face serious difficulties, according to predictions released by…
Super Bowl advertisers - including Monster.com, which is returning after a four-year hiatus - are making the most of their $3 million ad buy by creating integrated follow-up campaigns, says Kellogg School of Management professor Tim Calkins.
Calkins, co-leader of…
Yesterday at the Consumer Electronics Show in Las Vegas, Microsoft CEO Steve Ballmer announced the development of a coveted liaison with Verizon Wireless.
The five-year contract makes Microsoft the default search provider to Verizon’s sizable user base. It will also…
The latest casualty in the shrinking shelter category is Meredith’s Country Home. The magazine’s March 2009 issue will be its last.
The company, which is also slashing its workforce by 250 people, cited a soft economy for the demise of…
