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Wednesday, Oct. 11, 2006 at 1:41 pm

Utterings of the Truly Desperate

By Anthony Garcia
October 11th, 2006

Insideadnaus_1From USA Today "Product Placement – You Can’t Escape It"….

"Marketers are saying, ‘We must be more innovative — to zig when others zag,’ " says Richard Notarianni, executive creative director of media at ad firm Euro RSCG.

"The industry is desperate to find clever ways to reach people, whether or not it has any legitimate value. … When someone says, ‘Let’s put advertising in bathroom stalls,’ another says ‘That’s great. It’s a captive audience.’ "


No space is too odd. US Airways (LCC) is in talks to sell ads on airsickness bags, spokeswoman Valerie Wunder says. It already makes about $10 million a year from ads on tray tables and napkins, she says.

"The game has become one of finding the next blank space that hasn’t been covered," says Yankelovich’s Smith.

And more…

"I’ve never seen things changing as much as they are now," says Rance Crain, editor-in-chief of trade magazine Advertising Age and a 40-plus-year observer of marketing. "Advertisers will not be satisfied until they put their mark on every blade of grass."

And finally…

The more consumers ignore ads, the more ads marketers spew back at them, says Max Kalehoff of marketing research firm Nielsen BuzzMetrics. "It’s like a drug addiction. Advertisers just keep buying more and more just to try to achieve prior levels of impact. In other words, they’re hooked."

This year, marketers will spend a record $175 billion on ads in major media, such as TV, radio, print, outdoor, movie theaters and the Internet, says ad-buying firm ZenithOptimedia. That’s up 5% over 2005. Add direct mail and other direct-response ads, and the total will hit $269 billion.

Advertisers are becoming that loud mouth annoying guy at the bar who’s flashing his expensive watch, bragging about his job, and buying every prospective girl a drink. Sorry bud, buying even more drinks, or putting your picture up in a lady’s stall isn’t gonna increase your chances, you are probably going home alone…again.

$269 billion can buy you alot of stuff, but it can no longer buy you a desirable magnetic personality that people want to buy.  It won’t buy you a barking cat.  If you think it will, then I have a 41,723 blades of grass in my front lawn that I will be happy to whore out to a desperate advertiser.

Buy one blade get one free, captive audience for canines and occasional jack rabbits, 25% more traffic in growing subdivision, this offer won’t last long, call now.


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