Are reports of traditional advertising's death exaggerated?

The Wharton School and the Advertising Research Foundation are releasing 21 papers later this month concerning advertising usage and effectiveness.  The studies cover a variety of topics, from DVR's effect on TV advertising to the impact of web ads.

The early summaries of the data seem to say that many traditional outlets like TV and print are not losing effectiveness in the way recent reporting would lead you to believe.  

However I'm going to remain a little skeptical until I can read some additional information.  The DVR findings seem to based on one study done in South Africa.  The overall findings on overall TV advertising effectiveness seemed to be mixed depending on the size of the advertising.

I do agree wholeheartedly with one of the overviews.  They found that word of mouth marketing often starts with, and can still be driven by, paid media.  Beyond that I'm looking forward to reading the reports.

Here's AdAge's story about the research.  And here's the ARF's Site to order a copy of the reports.  You'll have to do the free sign up with the ARF before you can order.

Thriving in a downturn

Ad Age did an article this month called Five Tips to Cope - or Even Thrive- Through Downturn.  It's a reminder that some of the most successful marekting ideas were born during hard economic times:

- American Airlines created a short-term loyalty promotion in 1982 called AAdvantage, the precursor to today's ubiquitous frequent-flyer programs.

- With new car sales lagging in 1975, General Motors capitalized on the desire to keep current vehicles running by introducing Mr. Goodwrench to push parts and service.

One very interesting trend discussed in the article was going upscale in the down market. While general spending goes down consumers still like to splurge in small areas.  How else to explain the successful launch of a premium cat food, Fancy Feast, in 1980.  Or Calvin Klein's 1982 launch of designer underwear for three times the cost of a generic brand.

What sorts of small splurges can you offer your guests?

Maybe a private docent tours for individuals or champagne and strawberries in a VIP area before the show for premium seat holders.  

When fewer dollars are spent on attending events our customers want those events to be memorable.  It's a good time to ask yourself the question, "What can we do to meet that desire?"