A Cool Front Moves In
Aug 1, 2006 12:00 PM, By Amy Johannes
PART 4) The consumer is boss
STILL SOME BRANDS HELD BACK altogether. Johnson & Johnson sat on the sidelines from this year’s upfront, and instead is shifting from a broadcast year to a calendar year to keep its media buying more in line with its business planning timeline.
“This is a reflection of what works best with our brands in light of the changing media environment,” J&J spokesman Mark Monseau says.
J&J spent $194 million on TV spots in the first quarter this year compared to nearly $254 million in the first quarter of 2005, per TNS. Overall, J&J spent $818.3 million on TV ads in 2005, TNS says. The New Brunswick, NJ-based company looks to boost its online spending this year. In the first quarter of 2006, J&J spent nearly $8.5 million on online advertising compared to nearly $4.7 million in the first quarter of 2005.
As viewers migrate from TV to the Internet and alternative media, brands like Procter & Gamble want to build a marketing model that better connects with consumers “when and where they are most receptive.”
“Today’s consumer is reinventing marketing in response to the explosion of choices available, not only in terms of product, but in media channels,” says P&G spokesperson Aimee Harney. “At P&G, the consumer is boss. We know consumers today are less responsive to traditional media and that they are embracing new technologies that empower them with more control. We must evolve with our consumer.”
For P&G, that means reaching consumers off air via outdoor, radio, online, word-of-mouth and in-store.
“We are exploring and testing new marketing that keep consumers’ interest top of mind,” she adds. “We need to make our advertising so appealing that they welcome it in their lives.”
Still unsure about Ne-Yo? Check out MTV or VH1. Chances are, you can find the artist in concert on a file sharing site. Who knows? Maybe you’ll bump into Jay-Z on the way.
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