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Johnson & Johnson will once again sit out the television upfront marketplace, and in the meantime is quietly shifting larger parts of its marketing budget from traditional to digital media.
J&J’s measured-media spending plunged $250 million, or 22 percent, in the U.S. last year, to $1 billion - pretty much in line with a forecast that the consumer-products giant would move 20 percent of its marketing budget into unmeasured media, such as search and other direct marketing, according to Ad Age (via MarketingVox).
J&J is also putting some money to a centrally controlled innovation fund that its brands can tap by using nontraditional media.
Other digital moves include a 31 percent increase in direct-mail and email programs, and an online marketing and PR effort to promote Innerstate, a feature film it produced about disease sufferers who use a pricey drug called Remicade, though in the film the drug is never named.
J&J is also getting more use out of BabyCenter.com, a consumer website that it fished out of bankruptcy in 2001 that now reaches 500,000-700,000 people daily, according to Alexa.com data. That puts it well ahead of any single website operated by package-goods rivals.
Targeting advertising toward African Americans, Hispanics, Asians and Whites requires distinct media plans, because these groups use traditional media differently - and their new-media adoption patterns also vary, according to an analysis by BIGresearch, writes MarketingCharts.
“Understanding how media consumption behaviors…
Ogden’s Herbs for Health magazine is being folded into big-sister publication the Herb Companion.
A reader survey revealed that the two publications had virtually identical purchasing habits, interests and demographics, said publisher and editorial director Bryan Welch (via Folio). The Herb…
Small banner ads on mobile devices result in the same level of brand recall as a :30 spot on TV, said mobile advertising leader for Verizon Wireless Stephanie Bauer Marshall.
The data, which Marshall said came from a commissioned study…
Fox will air fewer commercials than usual during two of its fall programs, dramas Fringe and Dollhouse. Each episode will run as many as 50 minutes of story, compared to standard dramas which average about 42 to 44 minutes.
The…
Apple has opened its newest retail store, and, at about 20,000 square feet, it’s the largest Apple store in the U.S. Worldwide, it is smaller only than the store on London’s Regent Street.
The store, in Boston, includes an entire level…
Bravo, Apple, Showtime, HBO, Absolut and Levi’s are the gay-friendliest brands, whereas Wal-Mart, Dunkin’ Donuts, Cracker Barrel, Exxon Mobil and Samsung are the least gay-friendly, according to (pdf) the 2008 Prime Access/PlanetOut Gay and Lesbian Consumer Study, MarketingCharts reports.
(See chart: “Companies…
