Society Does Hate Ads
(Crumb on Marketing, November)
Robert Crumb is right on target! It’s tough to swallow. The truth of it is, our society despises most of the techniques real advertising does. Much of it is invasive and done in poor taste.
Advertising has changed much in the same way that science fiction and horror movies have changed from the 1950s and 1960s. Nowadays those types of films have no story and are truly gross. Advertising was seen in the 1950s and 1960s as almost a desired application to which the public was drawn. Now with all the elements that make up advertising, there is massive distrust.
They also feel and see that many words have lost value. Many images are put-offs to the public. There is a grounded resentment on all fronts, from excessive table tents in restaurants to the shallowness of oil firms running TV ads about the environment. And then there is the manufacturing distrust of tennis shoes to toys.
There are ways to advertise without having a cheap sandwich board in the front of one’s business.
Thank you for publishing Robert’s letter to you! It was an honest thing to do!
Chris Anderson
Impact Promotional Products
Owner
Crumb Hypocritical?
Granted, Wikipedia isn’t the most reliable site on the Internet, but I found Robert Crumb’s page (http://en.wikipedia.org/wiki/R_Crumb) interesting, especially the copy he wrote for the Devil Girl Choco-Bar:
A word to wholesalers and retailers of the Devil Girl Choco-Bar. It may seem to you the depths of marketing ignorance to state in bold letters on the package ‘IT’S BAD FOR YOU,’ but think about it… this is a brilliant strategy in consideration of kids today; a stupid, know-nothing generation of brain-dead morons who want nothing more than to be ‘BAD.’ We’re certain this morally bankrupt horde of ‘slackers’ will eat up this low-grade product as fast as you can place it on your candy counter. The sharp, up-to-date business operator will not fail to perceive the beauty — and reap the profits — in the hook ‘IT’S BAD FOR YOU!’
Not what I would expect from someone so against “the business of preying on the consumer.” What exactly did he think he was doing if not marketing?
Stephanie Fiero
Marketing Coordinator
Pieces of the Same Puzzle
(Apples and Oranges, September)
Somehow it seems appropriate that an industry that offers literally hundreds of thousands of different products uses nearly that many terms to describe their uses.
This is an industry that relies on creativity, energy and enthusiasm. Our members continually invent, find and conceptualize new ways to capture the public’s attention and reinforce brand messages. Sometimes they do that by creating new products, sometimes it’s by repackaging tried-and-true methods and sometimes it’s by utilizing new delivery methods. But regardless of what terms we use, the goal is always the same — know the audience and make sure that every element in the marketing program captures their attention, engages their senses and impresses the brand message on them.
Premiums, incentives and promotional products are all pieces of the same puzzle — all are related and linked. For proof, look no further than the Incentive Federation, an organization comprised of associations, publications, tradeshows, incentive providers and others involved with all aspects of incentives, rewards, recognition and promotional products. Promotional Products Association International, the Incentive Marketing Association and the Promotion Marketing Association all serve on the Federation Board of Directors and work together to advance the entire industry.
Our association has been working for the benefit of suppliers and distributors for more than 100 years. I wonder how many new words will be added to the promotional merchandise lexicon in the next 100 years.
Steve Slagle, CAE
Promotional Products Association International
President & CEO
P&I Redefined
(Justly Enriched, November)
I was so pleased to see your survey on the use of premiums and incentives, and am a huge fan of your book.
However, your definitions within the survey are incorrect and do not appropriately define this sector of the consumer promotions industry.
My company, Rooks Marketing Group, specializes in premiums and premium promotions, and I have been in the industry for about 25 years, on both the client and agency side, prior to setting up my own company.
We work extremely hard to convey the benefits. Premiums and incentives are probably one of the most underutilized strategies, yet are extremely impactful and measurable. Premiums can also be a tactic as well. Let me briefly explain.
Premiums are not necessarily premium-priced items as you suggest, such as high-end merchandise or travel/experience rewards.
In fact, they are frequently extremely low-priced items. Some of the biggest premium promotion programs we work on for major consumer packaged goods companies are high-volume, low-cost premiums.
Conversely, ad specialty items are often more expensive per unit. Ad specialty items can be a type of premium, but they do not usually constitute an incentive program. They are merely a tactic. Both premiums and incentives range in value from high value (cash, travel) to lower value items.
While both premiums and incentives are typically used strategically to meet a full array of marketing objectives, the primary distinction is whether or not the intended result is based on a past, present or future action.
Incentives are a broader category of consumer promotions and are often performance based to induce/award/reward individuals based on past or future actions.
Premiums are an item of value, other than the product itself, that are offered to immediately incent a desired action, including product purchase.
Premiums are typically used against a whole range of tactics, such as in-pack, on-pack, special packaging, SLO, loyalty offers, etc.
The broader category, incentives, falls into two primary areas: performance and prizes. In general, marketers seem to use the term “incentive” as that which motivates employees or sales teams. The term premium is generally used when referring to a sales promotion that is intended to generate a more immediate customer or customer response.
Nancy Rooks
President
Rooks Marketing Group
Wake Up Call
(Sticky Situations, October)
Looks like your new editor-at-large [Brian Quinton] will be doing some good things for you guys. I’m in the promotional products industry and the lead paint scare with Mattel and others really put people on edge. I felt Promo made a good point about the manufacturing industry today and why in order for American consumers to get their lower prices manufacturers have to go overseas.
Jacinta Langford
PR Director,
Absorbent, Ink.
Talk to Us!
We’d like to hear what you have to say about us or about news, trends and issues in promotion marketing. To contact the editor:
Mail: Promo, 249 W. 17th St., 3rd Floor, New York, NY 10011-5300
Fax: 913-514-7179
E-mail: [email protected]
Phone: 212-204-4222
Network
