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What Smart Advertisers Are Doing About The "TiVo Problem"

Broadcast advertisers, who use Tough". "When someone watched one of our
television, are seeing dramatic shows, and was even remotely interested
reductions in their ad results because of in a truck, he was talking to the nearest
a four-letter word-TiVo. In some ad Ford dealership after the show was over,"
agencies one can sense that TiVo really says Fowlkes "Dealers love the show
is a four-letter word in the most because it works. It helps them sell
derogatory sense. This reporter decided trucks."Fowlkes then steered his
to follow the actions of what such attention to another major player in the
advertising giants as Ford Motor Company sport fishing arena, Shimano, which is
and Shimano are doing creatively to solve well known for it's rods and reels,
the TiVo problem.What is the "TiVo bicycle, and snowboard products. Once
problem?" It is all about consumers who again, Fowkles vision for Shimano was to
fast forward through the commercials showcase the reliability of Shimano's
associated with television shows that fishing gear but to do so in a
they watch and capture in their TiVo non-intrusive manner.The President of
systems. Madison Avenue refers to this as North American operations for Shimano,
"ad avoidance." Advertisers call this Dave Pfeiffer, quickly jumped on board
their worst nightmare.Another term used with Inside Sportfishing's program the
for TiVo is DVR, which is short for minute he learned about Fowlkes'
Digital Video Recorder. Nielsen Media promotional philosophy. "Placement of
Research predicts that DVR ownership product within the content of the show
rates could reach 10% by the end of 2005, has been very effective for us," states
and explode to 41% by 2009. These numbers Pfeiffer. "Michael has a great
beg for an immediate and radical solution understanding of how and why we make
if broadcast advertisers are to continue products the way we do for certain
using television as a promotional medium. techniques or markets and he
The most intriguing aspect about the instinctively is able to portray them
whole TiVo issue is that the solution just the way we want. He makes it a
involves the continued use of point not to be too obvious about it
advertising, but in the shows though, so the product really is weaved
themselves.Television show product into the total experience."Pfeiffer has
placement is at the heart of this also been concerned about the TiVo
solution and both Ford and Shimano are challenge lately. "There is no doubt that
using the same award winning national TiVo presents a problem for advertisers
sports show, Inside Sportfishing ( to and promoters alike," warns Pfeiffer, "we
complement their traditional advertising know our products will be a major part of
campaigns through extensive product the action on the show." Pfeiffer knows
placement. What do I mean by product that one must develop alternative
placement? It is the creative placement advertising strategies but didn't
of actual product IN the TV show itself. necessarily consider sponsorships at
Done in such a way that the products first. "Shimano does not tend to go out
become an integral and important part of 'looking' for sponsorships," says
the storyline and show itself.The Pfeiffer, "But, we know a good fit when
Survivor reality show is known for its we see it ( and then pursue building the
rather blatant attempts to promote kind of relationship that works for both
certain products, followed closely behind of us."Fowlkes is now building yet
by Donald Trump's hawking of the goods another strong element to his overall
and services of those companies that programming presentation. After meeting
advertise on The Apprentice. Many Rachel Gershwin, Director of Marketing &
consumers are turned off by product Development of the Make-A-Wish Foundation
placement that is clumsily done. Michael of San Diego, Fowlkes was immediately
Fowlkes, founder and Executive Producer drawn to the concept of helping out not
of Inside Sportfishing, developed his just one child and family, but an entire
show over a decade ago, and decided to group of kids and their loved ones. "It
use the entire format to gently, yet is amazing how many kids and families are
persuasively, promote the shows sponsors. interested in fishing wishes," Gershwin
"I went to Ford initially because their says, "Michael's idea of having a boat
trucks literally sold themselves," states trip for a number of children and their
Fowlkes. "All we had to do was figure out families was a brilliant idea."The idea
ways to showcase the F series trucks in was received so well by the Make-A-Wish
action. It wasn't all that hard because Foundation that they expect to make
fisherman drive trucks."Fowlkes went to copies of the taped show, and plan to use
see Richard Landfield, a 20 year them throughout all their local chapters
Executive Member of the Southern in the U.S. "The more we talked, the more
California Ford Dealers Advertising I fell in love with the project," Fowlkes
Association, and pitched him on his says.Fowlkes is in the process of
concept. Simply put, Fowlkes told negotiating with additional sponsors
Lanfield, that the F series trucks were who've expressed a keen interest in
the perfect vehicles to tow his fishing becoming a part of the series.
boats around. From running down the Considering the content and nature of the
rugged Baja peninsula and Central show, sponsors should be lining up to get
America, to hitting famous fishing holes involved.With new advertising challenges
and bass lakes across the American cropping up, seemingly every day, led by
heartland from Texas to as far north as such new technologies as TiVo,
Alaska. The fit was a natural for Ford, advertisers have to get involved with
whose trucks are consistent leaders in creative programming. Product placement,
nearly every truck study concerning the particularly the type of product
toughness of a truck.Landfield took the inclusion that "blends seamlessly into
concept to Dailey & Associates in Los the shows is the key to success."
Angeles, the agency representing the Selecting the right programming partner
SCFDAA. They jumped on board and haven't then becomes the most critical action to
looked back since. "I was worried about be taken.Bruce Prokopets, Executive
how Inside Sportfishing would integrate Editor of Press Direct InternationalPress
the trucks into the series," concedes Direct International is a global
Landfield. "After I saw the first information web site providing
program, you could see how Michael was indispensable information tailored for
proving our trucks were Ford Tough." professionals in the financial services,
Landfield went on to say that Ford's media and corporate markets. Our
whole advertising campaign was based on information is trusted and drives
the slogan "Ford Tough." During his show decision making across the globe. We have
Fowlkes would run the trucks through the a reputation for speed, accuracy and
harshest terrain, which drove home the freedom from bias.
point about the trucks being "Ford




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