Subtle Startegy, Network Greed or Poor Media Buying

We have observed this, we are watching a program on Cable or Network TV and we notice one or two commercials are repeated so often that we actually switch over while they play because we are sick of hearing the same message. I am currently watching a stand up comedian on Comedy Central. I have seen in 45 mins the same I Pod Touch commercial 6 times and an I Phone App commercial 4 times.

So is this strategy on someone’s part? To ensure the message is beaten in my skull. So that I get brainwashed into buying the devices.

Or is this greed by Comedy Central? Apple gave them money for inventory to reach a certain demographic and they are light on clients for spots on this show so they just keep plugging Apple?

Or is this poor media planning? Where someone isn’t paying attention or not critiquing the performance reports they get from Comedy Central when they come in?

I know media planning and buying for a major national brand across all platforms is as complicated as curing cancer. But Apple spent about 30% more than they should of on spots during this 1 hr program. And as a champion of the brand with a Finance/Sales background I call it wastage.


About chiefalien

Howie Goldfarb with 20 years of Sales and Marketing experience founded Blue Star Strategic Marketing in central Vermont to serve as the objective and strategic adviser of brands to help them grow and thrive. His Degree in Finance and 14 years of B2B sales to Fortune 500 companies gives him a CFO’s view of marketing. Thus bringing a dose of reality to the confusing world of jargon, spin, and hype. Also playfully known as the Chief Alien of Blue Star Strategic, Howie relishes his role as an industry outsider. A native New Yorker and former Angelino, he currently lives in the Green Mountains of Vermont and is still seeking his first moose sighting. His passions are living life, art, music, the outdoors, he tries to cook and loves the Vermont Fresh Network – local sustainability initiatives like farm to table and buying local.
This entry was posted in apple, iphone apps, media, media buying, media planning, wastage. Bookmark the permalink.

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