Posted on Thu, May 27, 2010 @ 01:48 PM
If you've ever taken a marketing class, then you probably know the example about the passenger railroad industry and how it contributed to its own downfall by defining itself too narrowly (Marketing Myopia, by Theodore Levitt). It continued to focus on being in the railroad industry rather than the transportation industry. It didn't evolve and adapt to a changing world.
It's time to drag that example out again and apply it to local television... well, any media really. Are you in the local television business or are you in the business of providing local information? It seems as if many stations are still narrowly defining themselves, and then have a few things going on the side - like a website or cell phone delivery. These things are seen as separate add-ons.
But if you want to survive this technology/media revolution, it's going to take full integration and an all out culture change. Survival in the future (right now, actually) will require embracing a broader consumer-focused definition. Now... who's still working at a television station?
Brush up on Marketing Myopia and why it's so deadly to your business by reading this article. http://management.thinkahead.net.in/marketing-myopia-definition-example-and-explanation-theodore-c-levitt-theory-of-marketing.html
-Donna Petersen
Posted on Fri, Feb 05, 2010 @ 07:46 AM
This weekend millions of dollars will be on the line during the Super Bowl. But I'm not talking about the action in Vegas, I'm talking about the gambling advertisers will be doing with each spot they air. Each year they take chances with massive amounts of money to buy airtime and some take even more chances in creating a message they hope will break through the clutter.
This ritual has become one of the biggest reasons why people watch the game. Ever since 1984 when Apple broke the mold, critics rate the commercials, viewers vote in web polls, and the networks produce entire programs showcasing the good, the bad and the most humorous.
The links below look at some of the best and worst commercials over the past 25 years. And while there's plenty of debate over what's a good spot, there is little discussion about whether a spot is effective. Did it accomplish the goals of the advertiser or did the marketing goals get lost in an effort to break through the clutter? What do you think?
It's a great debate because television Creative Services Directors are being challenged every day to create station promotion that's different and "breaks through the clutter."
10 Best Super Bowl Ads from MSNBC
10 Worst Super Bowl Ads from MSNBC
Best and Worst Super Bowl Ads from Time
- Dave Tressel