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does a company market its products during an economic turndown? When consumers
are unwilling to spend, advertising agencies must work harder to get their
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
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