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Media Guru

Guru Search Results: 13 matches were found

Friday, August 23, 2002 #5482
Hi! i'de really appreciate if you could give me ideas for creative media/media innovations, as this is has become one of the main criterias to judge a good plan. further would appreciate if you could give names of sites that have media innovations listed.

The Media Guru Answers(Saturday, August 24, 2002 ):
The idea that the Guru could just name some innovations without any knowledge of your plan's goals is ludicrous. A great innovation for a safe sex campaign would have no relevance for breakfast cereal. The Point of innocvation is matching a different approach to specific goals.

Click here to see past Guru responses about creativity.


Thursday, January 24, 2002 #5035
Dear Guru, I need to come up with a creative media campaign for the launch of a new mobile phone targetted towards students, party people. Just my luck, I'm out of ideas for the moment. Can you help me? Which where the great campaings you remember? (important to know; one can create his or her own mobile phone cover). Thanks already for your help. Kind regards.

The Media Guru Answers(Thursday, January 31, 2002 ):
The Guru has never "remembered" a great media campaign. One never becomes aware of a media campaign unless it is written up in the trade press as an award winner or notable sales success. Unless one such was for a simialar product or target, it isn't likley to be useful to you, but consult the archive of MediaWeek or Ad Age, etc.

The Guru is unlcear on how the "create your own cover" element effects media choices, except to suggest graphic design publications.


Monday, August 20, 2001 #4665
Dear Guru, Am trying to work out some recommendations for a client (an auction dotcom)which involves exploiting existing TV programing to direct traffic to the site - either through in-programme innovations which would link up to the brand, or by creating properties. One of the ways we are doing this is by auctioning memorabilia from popular soaps on the site. Could you direct me to any source which will have illustrations or examples of this kind of stuff. Thanx. S. Nagesh, Mumbai, India.

The Media Guru Answers(Sunday, August 26, 2001 ):
This is not quite a media question, but try The Internet Advertising Bureau


Tuesday, March 06, 2001 #4240
Do you have a resource or cheat sheet of ideas that show the projection of media usage 5 year from now? Example: radio usage will maintain, television usage will decrease x amount, internet will rule the world...etc. Thanks

The Media Guru Answers(Thursday, March 08, 2001 ):
The Guru doesn't think any such projection would be worthwhile. Who, 5 years ago, would have forseen the importance of today's web? Who, in 1985 would have seen the cable vs broadcast scenario of 1990?

One can either project change in a linear fashion, and lately that might work for broadcast networks or magazines, or one can hope to foresee innovation, which is futile.

The Guru does anticipate web and television convergence will become a force within 5 years, but where will the audience impact be, web or broadcast network? Or specialized cable channels. Will new "broadband" cable lines now being introduced drastically fragment TV viewing further? Will the failure of HDTV to penetrate the market effect viewing when broadcasters are mandated to use only digital signals in 2006?

Too hard to see through a cloudy crystal ball.


Tuesday, September 19, 2000 #3809
Dear Guru I am a media planner who is of late being asked to construct lot of net media plans. My problem is that I at times am at loss as what all (in terms of advertising) can be done on this versatile medium?? I am looking for something more than banner ad campaign. Is there an account of what all has been done on this medium in terms of innovation by various advertisers or even various things possible on this medium. Thanks

The Media Guru Answers(Saturday, September 23, 2000 ):
All the ideas for the net have yet to be fully realized. Visit Ad Resource and The Industry Standard for some ideas.


Tuesday, January 18, 2000 #3126
Dear Media Guru I know this sounds "absolutely creative" in a sense but an account executive has gone ahead and quoted a "certain research" that he claims to have read which says that in the outdoor medium high clutter actually contributes to higher recall(this is only specific to outdoors). I have been given the task of substantiating this research or finding references to this research when my basic media sense tells me otherwise. Keeping all things constant - creative impact, innovation, size or placement and the like - are you aware of any data that suggests such a hypothesis ? Thanks a lot

The Media Guru Answers(Friday, January 21, 2000 ):
The Guru doubts the validity of this hypothesis. If such research exists, the Outdoor Ad Association would likely have it. Otherwise try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.


Thursday, December 02, 1999 #3015
Dear Guru, I'm preparing a media plan for a new corporate image of a finacial institution. I need some creative media buy ideas that could be applicable on TV & Press.

The Media Guru Answers(Wednesday, December 08, 1999 ):
The Guru would need to know what are the image elements to be communicated, in order to help. Creativity in this case would mean using media or media positions which inherently underscore the image you are trying to convey.


Saturday, October 09, 1999 #2862
It seems that most of the news about advancements in media and in media planning focuses on the on-line arena. However, changes have to be happening in the off-line arena, even if they donít get the same play. Introductions of products TiVo or Replay TV are going to create major concern among the television and advertising communities once the universe of ownership begins significantly cutting into the viewership of commercials. The digital superimposition of products into programming, rather than just having them featured in the show, seems to be an area where both creative and media departments are both going to have to play close attention (Stuart Elliottís article in 10/1 NYT addressed some of this). However, with this long preamble, what in Guruís opinion are some of the other innovative things happening in the off-line advertising side of TV, radio, mags, newspapers, OOH, etc.? Could you cite some articles or Websites that might go into more depth on these?

The Media Guru Answers(Saturday, October 09, 1999 ):
The offline "innovations" to which you refer are just new mechanisms for achieving the same results with which planners have coped for many years. Not long after VCRs, devices to eliminate commercials were available and never sold well. Remotes have long since made zipping through recorder commercials quite easy.

Product placement and stadium signage are old-hat as well. Placing them digitally instead of physically isn't media planning news.

The Guru doesn't see anything happening off-line as big as the creation of on-line and new advertising vehicles in the on-line arena.

News in off-line seems to focus on new ways to buy and package. Perhaps we will see a return to the early days of TV and real sponsorship. Segmentation - in the sense of a focus on minority groups which in the aggregate now outnumber the presumed mainstream majority, and personalization of media are the new direction the Guru sees in traditional media.

Ad Age and MediaWeek are still the best sources of media news in print.


Wednesday, September 15, 1999 #2799
I would like to know if there are any international learnings on the media usage for formal readymade garments category. Three issues require clarifications: 1. Is there any specific combination of media that differentiates media usage for readymade garments. for 2. Any kind of innovations that are unique to RMG category. 3. Are there any specific seasonality patters. Regards

The Media Guru Answers(Sunday, September 19, 1999 ):
In the U.S., Simmons, MRI, and The Mendelsohn Media Research Affluent Study will include various items of ready-made garments in their product and media usage studies. Their affiliates and analogues in other countries do so as well. "ready made garments seems overly broad as a category. Suits, pants, shirts and dresses for males and females are all distinct in therr patterns. Formalwear may be too small a category to track.


Wednesday, July 14, 1999 #2628
I know there has been some research conducted into the effect that share of voice can have on the share of market of new brands, established brands, brands in maintenance mode and brands in innovation mode. I heard either John Phillip Jones or Nigel Hollis referring to the subject recently but can't remember where to reference the information. Can you help? Thanks. Chris Maloney - South Africa.

The Media Guru Answers(Wednesday, July 14, 1999 ):
Best bet is ESOMAR, the European Survey, Opinion and Market Research Organization or the Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.


Wednesday, May 05, 1999 #2489
My partner and I are suggesting our cleint some TV specials as part of our recommendation in which we want to include creative media. Our client concern is that she does not think specials are good enough, since her product have TV presence throughot the entire year. Our recommendation is based not on frequency but on reach and the opportunity to sponsor events in which the target population will be effectively reached. Do you have any other theoretical explanation we can give to support our plan?

The Media Guru Answers(Thursday, May 06, 1999 ):
The appeal of specials is certainly that they add excitement and may focus on a particular target. If they are truly unusual, you hope to get a gratitude factor from the audience.

In the Guru's opinion, relying on a few specials rather than more continuous advertising is not as likely to be "effective." When a product is sold year round, on a regular basis, there is a need for continuous advertising presence. Effectiveness of reach comes from either frequency or recency in relation to sales opportunities.


Friday, January 26, 1996 #1773
Query:Are there any big media buyers wich are not one of the big add agency? a company that can be the best place to demonstrate my new product to the widest range of potential clients?

The Media Guru Answers(Friday, February 02, 1996 ):
Many of the biggest media buying organizations are not connected to advertising agencies.

These include SFM, TBS, creative media, Vitt Media International, and others. There is a section in the Standard Directory of Advertising Agencies ("The Redbook") for media services.


Thursday, January 25, 1996 #1775
Are there any big media buyers which are not one of the big add agencies? A company that can be the best place to demonstrate my new product to the widest range of potential clients?

The Media Guru Answers(Friday, February 02, 1996 ):
Many of the biggest media buying organizations are not connected to advertising agencies.

These include SFM, TBS, creative media, Vitt Media International, and others. There is a section in the Standard Directory of Advertising Agencies ("The Redbook") for media services.



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