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Media Guru

Guru Search Results: 9 matches were found

Wednesday, July 23, 2003 #6091
Do you have suggestions for exploring new/innovative Media placement options? Websites or books, etc?

The Media Guru Answers(Sunday, July 27, 2003 ):
If they're in a book, they're not innovative any more. The essence of innovative options is that nobody has thought of them yet. It's a matter of using your imagination.


Wednesday, June 25, 2003 #6039
Could you, please, give me some example of "innovative media use" in Television?

The Media Guru Answers(Saturday, June 28, 2003 ):
Click here to see Guru comment on "innovative media."


Tuesday, February 25, 2003 #5856
Is it possible to share some of the "media innovative' ideas?

The Media Guru Answers(Sunday, March 02, 2003 ):
Ideas that were innovative once are not any longer. It's only innovation the first time. Click here to see past Guru responses about innovation


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.


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, 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.


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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