This is Coca-Cola talking:
“The effectiveness of traditional television advertising has been impaired by changes in consumer behavior and media fragmentation. The result is those 30-second spots are not nearly as effective as they once were and can’t stand alone.”
That means, as noted in Experience Economy Evangelist, more sponsorships and more experience events. More tie-ins such as those on American Idol. Less “I’d Like to Teach the World to Sing.”
We in Radio continue to view the conventional TV spot as marketing’s Holy Grail. Take a page from Coke, folks. It ain’t all it’s cracked up to be.
Increasingly, marketing is not about advertising, it’s about connecting. It’s not a TV budget we generally lack, it’s the ingenuity and cleverness to connect with our audiences without one.