Comments on: Do You Remember These Television Ads? http://freshpeel.com/2007/10/do-you-remember-these-television-ads/ Ripe Brand Strategy. Juicy Insights and Trends. Mon, 07 Mar 2011 13:16:53 +0000 hourly 1 By: Doug Meacham http://freshpeel.com/2007/10/do-you-remember-these-television-ads/comment-page-1/#comment-124 Doug Meacham Wed, 10 Oct 2007 03:40:48 +0000 http://freshpeel.com/2007/10/do-you-remember-these-television-ads/#comment-124 I'm no marketing guy, so my observations are strictly from the gut. I discussed the CareerBuilder series with a friend who is a marketing guy and he pointed out that a typical 30 sec spot has to be viewed repetitively before the message gets through. In addition to heavy frequency, it also helps if the campaign reinforces the message with vehicles in other channels (billboards, print, internet). All of this costs $$$. Companies that aren't willing to spend that much money probably won't get the response rate they were hoping for. I’m no marketing guy, so my observations are strictly from the gut. I discussed the CareerBuilder series with a friend who is a marketing guy and he pointed out that a typical 30 sec spot has to be viewed repetitively before the message gets through. In addition to heavy frequency, it also helps if the campaign reinforces the message with vehicles in other channels (billboards, print, internet). All of this costs $$$. Companies that aren’t willing to spend that much money probably won’t get the response rate they were hoping for.

]]> By: Chris Wilson http://freshpeel.com/2007/10/do-you-remember-these-television-ads/comment-page-1/#comment-123 Chris Wilson Wed, 10 Oct 2007 03:10:08 +0000 http://freshpeel.com/2007/10/do-you-remember-these-television-ads/#comment-123 Doug, Thanks for sharing your observations. I think you are right. The CareerBuilder.com has done a lot right with the ad series, but were not able to make their company name memorable. It's a hard thing to do. With so many 15 and 30 second spots fighting for attention, they all get lost, not matter how entertaining they are. And lets face it, to many commercials are a good excuse to get a snack or use their brand new Tivo remote. Doug,

Thanks for sharing your observations.

I think you are right. The CareerBuilder.com has done a lot right with the ad series, but were not able to make their company name memorable.

It’s a hard thing to do. With so many 15 and 30 second spots fighting for attention, they all get lost, not matter how entertaining they are. And lets face it, to many commercials are a good excuse to get a snack or use their brand new Tivo remote.

]]> By: Doug Meacham http://freshpeel.com/2007/10/do-you-remember-these-television-ads/comment-page-1/#comment-121 Doug Meacham Tue, 09 Oct 2007 03:11:53 +0000 http://freshpeel.com/2007/10/do-you-remember-these-television-ads/#comment-121 Hi Chris, I reviewed all four of the ads. The first two, I have seen many times. Here are my observations: 1. They are funny 2. They are relevant 3. They are highly entertaining 4. If you had not told me up front that they were from CareerBuilder.com, I would not have been able to recall the company's name despite seeing the ads many times. Bottom line for me is that I remember the ad but not the advertiser. Not sure what their objective was with the series, but I would raising brand awareness was on the list. Doug Hi Chris, I reviewed all four of the ads. The first two, I have seen many times. Here are my observations:
1. They are funny
2. They are relevant
3. They are highly entertaining
4. If you had not told me up front that they were from CareerBuilder.com, I would not have been able to recall the company’s name despite seeing the ads many times.

Bottom line for me is that I remember the ad but not the advertiser. Not sure what their objective was with the series, but I would raising brand awareness was on the list.

Doug

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