The Choice of the Next Generation
Wow - now this is news. Pepsi sitting out of TV ads for the Super Bowl this year and Sony Ericsson sitting out of Radio and TV for the World Cup.
These are worldwide events - and MAJOR brand marketers are opting to keep perhaps tens of millions in their pockets - in search of perhaps better exposure or higher ROI.
This spells RESULTS. Smart move - not because either event won't deliver great exposure, but because tens of millions of dollars will SURELY go further with more targeted initiatives.
Brand marketers are finally starting to get it. Results-based marketing initiatives are what drives companies - not brand exposure alone. Branding is great - but how many units of Pepsi can ACTUALLY be tied to sales based on the Super Bowl? Bottom line here is that it's a tough call - but sometimes those up-top need to make the tough call's in order to play another day.
Pepsi's Gamble: Sitting on Sidelines at the Super Bowl
http://www.cnbc.com/id/34465594
World Cup sponsor shuns tradition, targets Twitter route
http://www.reuters.com/article/idUSTRE5BG2JM20091217
Back
These are worldwide events - and MAJOR brand marketers are opting to keep perhaps tens of millions in their pockets - in search of perhaps better exposure or higher ROI.
This spells RESULTS. Smart move - not because either event won't deliver great exposure, but because tens of millions of dollars will SURELY go further with more targeted initiatives.
Brand marketers are finally starting to get it. Results-based marketing initiatives are what drives companies - not brand exposure alone. Branding is great - but how many units of Pepsi can ACTUALLY be tied to sales based on the Super Bowl? Bottom line here is that it's a tough call - but sometimes those up-top need to make the tough call's in order to play another day.
Pepsi's Gamble: Sitting on Sidelines at the Super Bowl
http://www.cnbc.com/id/34465594
World Cup sponsor shuns tradition, targets Twitter route
http://www.reuters.com/article/idUSTRE5BG2JM20091217
Back