DMN3 Blog

In this era of the growth of online advertising, print advertising is often seen as being less desirable than online advertising. That’s an ignorant view of print’s place in any advertising campaign. Here’s why… 
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The fact that mothers are the target market segment for a new advertising campaign for Vick’s Behind Ear Thermometer is not surprising. What is surprising is the level of sophistication that Blue Chip Marketing Worldwide is using to determine which mothers will see the ads. 
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The use of nostalgia as an emotional advertising appeal has been pushed by numerous trade publications as a highly effective and persuasive advertising tactic. The result is that we see nostalgic themes in many advertising campaigns. Does the hype exceed the facts? Here’s what marketing research tells us… 
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There has been a lot of interest by advertisers and advertising networks in using the online video capabilities of the Internet-connected television as an advertising medium. "By Christmas morning, just about half of American households will have at least one Internet TV”  said Richard Doherty, research director at Envisioneering, a market research and technical assessment company, And now advertisers think they have the solution… 
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Don E. Schultz, Ph.D.,  Professor of Integrated Marketing Communications
Medill School of Journalism, Northwestern University 
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By Keith Weiser
Founder & Managing Director, 5th Dimension 
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Viewing direct mail is a bit like jazz. Keith Wiser backs it up with a quote by Frank Zappa: “Jazz is not dead. It just smells funny.” Always challenging conventional wisdom, Wiser knows that direct marketing equates to marketing direct. He sprinkles the world of direct communication with a right and left brained approach and is known as an international guru in applied infometrics.  
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A number of reports on U.S. advertising spending for the first quarter of 2011 have now been released. Several interesting trends and observations can be gleamed from these reports… 
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As you know, everything is relative. That’s why 2010 was a relatively good year for advertising expenditures. What’s ahead for 2011 and beyond? Most ad spending followers expect a relatively flat period ahead for time-honored advertising channels… 
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Since the 60s, brands have been spending their advertising dollars on influencing consumers in the age 18 to 54 demographic segments. Today more and more advertisers are targeting those 55 and up. The reason is simple: advertising to older adults makes good business sense. 
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