Wednesday, May 27, 2009

This Week In AdAge: 5/25

Reading online is best. The information is uncensored, people say what they're thinking, and there is no pressure to publish certain stories like print. I did, however, enjoy having a physical copy of AdAge every week to read while I was at my internship this past January to May. I liked having something that I could carry with me to read while I ate lunch or while I was waiting for class to start.

I realize that I haven't posted any articles from AdAge on SellorElse yet. What I'm going to try and do is have a list of links every week from that highlight some of the more interesting or important things going on. I don't have a subscription, so I may miss a few articles. I think most of them are free though. Anyways, here is the first edition of "This Week in AdAge":

 "The appeal of comparative advertising is to set yourself apart," he said, adding that marketers who find points of difference that matter to consumers can strike gold. These days, he said, "marketers are under so much pressure to improve their market share that they're becoming really aggressive."

The problem for NBA's official merchandise and uniform supplier, Adidas, and its official sports beverage, Pepsi's Gatorade, is that Los Angeles Lakers star Kobe Bryant and Cleveland Cavaliers stalwart LeBron James are the two most prominent endorsers of their archrivals, Nike and Coca-Cola's Glaceau, neither of which paid nearly as much to the NBA for the privilege of sponsoring the league and its playoffs.

Some are even billing the appearance as "Tide Thursday," a reference to "Marlboro Friday" in 1993, when Philip Morris, battered by value-brand incursions on its Marlboro brand, cut prices 20% and stepped up consumer marketing in a move that was ultimately copied by many in the consumer-goods industry.

1 comment:

Anonymous said...

Instead of having pricey attack ads, the companies should just DO something controversial, for free PR. Like pretending that they could afford a super bowl ad so that they would get rejected by the network.