Television Advertising- Old School Brand Building

A few days ago I met with one of my friends who sells television advertising. Whenever we meet we compare notes on traditional media advertising such as television and radio, and new media that often does not rely on paid advertising. My friend and I first met many years ago when I was in the mind set that television advertising was an effective way to help build a brand. We did not call it brand building in those days, but I was an advocate.

Fast forward fifteen years and I have changed my mind, 180 degrees in fact. I am now a strong advocate of utilizing new media like blogs, social networking sites, wikis and others to help build a brand. Facebook, twitter, LinkedIn, TypePad and other resources provide people and organizations with the opportunity to more effectively connect with their audience, measure their success and change on the fly. Television and radio advertising rarely  enters my mind. Occasionally a client and I will talk about this, and my friend and I do when we meet. I usually try to discourage its use.

What are your thoughts on television advertising? Does it enhance your brand, and the brand experience for your internal and external brand champions?

Comments

[Michael Lebsack]

Rex, I think you have to determine to whom you are building your brand for. There is large segment of the populatrion who are not proficient at the communication avenues that you talk about. If your brand building is targeting anyone over 60, then TV or radio may be the only way to go. If your brand is to influence young children (under 10) then it... Read More may also be the best way. If you were Barney or Mr. Rogers, or a televangelist, how else do you get your brand out to your target population. Don't sell the idiot box short, it has and continues to elect presidents, build consumer goods empires and suck the grey matter out of peoples heads. Now, where did I put that remote.

Television is the opiate of the masses. The only way no pay for view goes away is people stop watching. As a firm believer that we are a weak, soft, over indulged society, I don't see TV going anywhere but up, as we continue to sit on our couches, eat our over processed food and accept the dribble that is given us. As Frank Zappa said about TV, "I may be vile and pernisis but you can't look away, ill make you think im delicious with the things that I say, Im the tool of government and industry too, and I am sent to rule and regulate you"

[Rex Whisman]

Mike, thanks for weighing in with several relevant points of view. I believe you are right on when it comes to boomers. However, I think brands forget about long-term strategies and fail to realize that Gen Xers, Millenials are the future and television is not the primary form of media with which to communicate now and certainly not in the future. I think many brands like those in the automotive industry have put most, if not all their eggs in the television ad basket, and look where they are today. Thanks for visiting the blog.

[american idol]

Television Advertising- Old School Brand Building
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