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How does a company market its products during an economic turndown? When consumers are unwilling to spend, advertising agencies must work harder to get their message across.
Internet advertising is up twenty percent this year. It is believed that nervous advertisers are likely to increase
their internet spending. As a relatively new advertising medium, the internet can offer sellers new ways of presenting their product.
While television has a larger audience than ever before, television advertising, other than reality shows, has not shown a high return for the investment. A successful exception is a television campaign backed by a heavy newspaper campaign, as seen by the Shredded Wheat campaign in Great Britain is an example. The brandís sales grew when newspaper ads backed up television spots. The reason may be that television, with its remote channel-switching tendency, does not engender loyalty. However, people are loyal to their newspapers. The one-two punch of advertising in both media proved to be a winner. It also made clear that marketers must become more creative in getting their message across.
An exception to the mediocre results of television advertising is the influx of unscripted reality shows. Shows like Hellís Kitchen, Celebrity Apprentice, Biggest Loser and American Idol averaged 16:42 per hour of brand appearances as opposed to 5:52 per hour for sitcoms and dramas.
It is possible that people are more engaged in reality shows, which makes them more engaged in the commercials being shown. Marketers have taken note, and reality shows as an effective advertising medium is likely to continue.
Another unexpected marketing success story was in the realm of organic products. In a struggling economy, organic beauty products rose to £27 million in sales. In 2006, there were only seventy-three organic beauty products on the UK market. By 2007, two hundred additional products became available, for an increase of 200 percent.
The success of organic products has less do to with advertising than the fact that the products are being marketing as part of a lifestyle. Packaging is recyclable. No harmful ingredients are used. The products are safe for the environment. Consumers who are struggling in an economy they have no control over are claiming control over what they can. If buying organic helps the planet, consumers can become part of the solution. All they need to do is buy organic and Mother Earth will be saved.
Positioning products as a lifestyle may be the marketing strategy of the future.