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Posted 08.09.2010

The lessons of global advertising

Don't be fooled: ads still sell stuff

By Esty Atlas

What is the top national newspaper? The Wall Street Journal with a circulation of 2.1 million. The top national magazine (surprisingly, is not Oprah), but in fact AARP, The Magazine with 24.4 million circulation. (If your target audience is 50+, guess where you should be visible!)

ZenithOptimedia, who conducted this research, forecasts worldwide ad spending in 2010 will increase 2.2 percent and expects Asia/Pacific spending to grow 5.9% outpacing Europe and North America. What does this all mean to you? That confidence is growing in generating product sales which begets increased profits, which begets a stronger economy, which begets more jobs, and so on. That's why it's such good news for Colorado and beyond!

TIPS:

1) This is an excellent time to negotiate better advertising rates for fall and next year while traditional media outlets are more likely to be flexible in their rates while also handing out added incentives to get your business.

2) Explore the emerging media platforms that can best trigger growth for your respective business by getting into the specific niche where your target consumers already are.

3) Learn what's working in creative branding today. For some, it's a movement into public outreach and educating consumers about sustainability in the wise use of natural resources to reduce water and energy consumption. For others, it's building a socially responsible partnership such as the global campaign of Proctor & Gamble's Pampers diapers with UNICEF "one pack equals one vaccine" program into developing countries. This single promise of branding can transform a commodity product and give it qualities that make consumers choose it over its competitors because it empowers the dollar by making a difference elsewhere. With the abundance of disasters lately and rising social empathy, this type of alliance is really making an impact.

Advertising makeovers are essential from time to time to re-brand and re-connect with your customers. Look at just how much people's lives are changing and the way in which we live and work today. Redefining your own marketing approach starts there.

*Worldwide 2009 advertising spending totaled $446 billion. One-third of spending came from the U.S; the top 10 ad markets accounted for 69 percent of spending. Ranking: 1) USA $148.19B; 2) Japan $39.29B; 3) Germany $25.59B; 4) China $20.29B; 5) UK $19.84B; 6) France $12.89B; 7) Brazil $11.68B; 8) Italy $10.94B; 9) Australia $9.32B; 10) Canada $8.74B

Esty Atlas is the public relations/creative director for Hughes & Stuart Marketing located in the Denver Tech Center. She is a four-time Emmy Award-winning writer/producer, Telly award-winning video producer, consumer strategist, and coauthor of "Roadrunner Marketing: Strategic Secrets You Wish You Knew." http://www.HughesStuart.com.

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