When Recycling is Bad News
Some 57.1 percent of all web users 18 years and older say the internet serves as the primary source of information about products or services they might want to buy, according to a survey by Burst Media of more than 3,700 web users.
TV commercials, however, apparently still make the most impression. Nearly half (49.8 percent) of respondents cited television as the most effective media to capture their attention, followed by the internet (22.3 percent), magazines (11.6 percent), newspapers (10.3 percent) and radio (5.9 percent).
None of this is surprising. An integrated marketing approach makes a lot of sense, but the recycling of creative doesn’t. Today,we were lamenting the fact that so much of the online advertising we see out there feels like it’s an afterthought or a force of one media’s concept into another. And a lot of it is just downright bad. It’s almost as if it screams the fact that some creative team got an assignment –part of which they see as sexy and part as a “gotta do” weeds kind of thing. As if someone said to them…”You get to create a :30 TV spot and OH…by the way you also have to create an online version.”
In my book, the recycling of creative executions across media is a wasted opportunity. It may be the cheapest, easiest tack, but it doesn’t maximize the effectiveness of any medium.
The best campaigns take into account the differences in the media and still hold together as a cohesive, integrated approach.
This post was written by: Kim Mickelsen