Archive for April, 2008

TiVo, the DVR company, just announced that the most ad-zapped prime-time show on TiVo is ABC’s “Grey’s Anatomy.”  According to TiVo’s metrics chief, Todd Juenger, 75% of TiVo viewers fast-forward through “Grey’s” commercials.  If you just plunked down big money on an ABC buy on their premier drama, how does that fact sit with you? Read on

We’ve always thought it was sleazy and unethical not to disclose commercial messages as such.  From fake endorsements on blogs to in-market shills who promote products without telling people that they are somehow compensated, non-disclosure has the potential to undermine the most powerful form of influence available: a true word of mouth recommendation. Well, on April Read on

It’s human nature. When someone addresses you by name, the conversation is more credible, personable and enjoyable. The same is true for companies looking to create brand evangelism with Word of Mouth. In fact, knowing these evangelists by name can mean the difference between building temporary “buzz,” and starting a meaningful, sustainable conversation. In this era Read on

The words “stalled economy” rarely make it into a brand’s positioning. Or, do they?   In Friday’s New York Times, Stuart Elliott’s column discussed the desire for marketers to appeal to worried consumers by acknowledging tough times (link). For example, B.R. Guests Restaurants new advertising asserts, “The economy stinks – twenty percent off online gift card purchases.” Read on

A new study by Publicis media network ZenithOptimedia and reported in an AdAge article highlights that word of mouth trumps all other touchpoints when it comes to influencing purchases. According to the study, recommendations from family and friends led the pack with an average score of 84. TV ads and Internet search were next, with an average score of 69 Read on