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Media Guru

Guru Search Results: 13 matches were found

Sunday, November 17, 2002 #5623
How can I get my foot in the door with an advertising firm when I have less than two years previous experience and no connections to the industry. I do have a a recent college degree and experience in advertising, marketing, and management, but none of the companies want entry level employee's. The future of the company is the youth with fresh and innovative concepts, but it seems we are overlooked at times??

The Media Guru Answers(Sunday, November 17, 2002 ):
With some experience you're not entry level, just keep trying. Fish where the fish are: New York, Chicago, Los Angeles, etc.


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.


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.


Wednesday, June 21, 2000 #3566
Dear Guru, I've heard about buying space on Fruit Labels - bananas, apples etc. What company sells this? I'd like to contact them. Thanks.

The Media Guru Answers(Sunday, June 25, 2000 ):
From a Yahoo search:

Fruit label advertising was created in 1997 by Tarzana, Calif.-based The Fruit Label Company. According to Irv Weinhaus, chief executive officer of The Fruit Label Company, this innovative medium provides a two-fold service. ``The labels work for the advertiser who is looking for a unique and informative way to reach consumers, and the PLU (price look-up) labels are used by the retailer to accurately charge for the produce. Our labels eliminate the need for two individual stickers, one of which has to be on the fruit regardless if there is advertising on the fruit or not.''


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.


Tuesday, November 02, 1999 #2926
Hi Guru. We are about to launch an innovative new e-intelligence service that provides timely, ongoing, personalized information to users in a number of categories. We will have a high level of returning users to our site for ongoing info & very high profiling due to user activity in each category. We would like to go with a sponsorship model whereby we offer advertisers categories and/or subcategories to offer a consistent brand message targeted to users. Are there any standards for online sponsorships developing, particularly for categories? Any suggestions how a site like ours can obtain advertising commitments prior to launch & large registered user base? Thanks in advance.

The Media Guru Answers(Tuesday, November 02, 1999 ):
An advertiser or sponsor needs an audience. Perhaps by comparison to other similar sites you can credibly project an audience. A sponsor buying in on-the-come might be persuaded by a guarantee of traffic against a refund or free advertising.

Secondarily, you can model the audience quality, again with a guarantee.

It seems as if you are going to have a paid admissions site. These are not known for large registered user bases unless connected to established data sources, like the Walll Sttreet Journal, etc.


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.


Tuesday, October 06, 1998 #2075
I do the planning for a brand of milk food, meant for children's consumption. My Target Audience is young mothers. Could you please suggest an innovative ad. medium, leaving aside the regular TV, radio, print, outdoor etc? Nagarjun softcheries@hotmail.com

The Media Guru Answers(Tuesday, October 06, 1998 ):
Leaving all these aside doesn't leave room for much except the new electronic media (E.g. in the U.S., Parents' Magazine web site) or store / product related advertising.

It isn't clear from your query whether you product is a milk substitute, milk additive, or ?

You might consider "shelf talker" or other POP materials. Best of all, if feasible, you might even consider ads on milk cartons.


Thursday, September 24, 1998 #2053
First of all, thank you...I enjoy and use your site often. Question...We are looking for innovative ways to reach a local market for the purposes of branding and image for a client. Someone asked if cash machines in convenience stores and other locations accept advertising. I didn't know but said I could ask the guru. Thanks

The Media Guru Answers(Thursday, September 24, 1998 ):
The Guru is not familiar with specific ATM advertising programs. With so many non-bank ATMs around there may be a company prepared to offer advertising positions.

The Guru's first thought is coupons or ads on the back of the ATM receipt. Why not contact one of the cash register tape couponing companies, such as Seven Oaks

A Guru fan has suggested "Barry Caylor at EFT Promotions, 800-981-0404". The Guru himself is not familiar with this company .



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