Debenhams Christmas Ad

Ready for holiday shopping?

The beauty of advertising

It’s that time of year again! Still recovering from Halloween celebrations at Deansgate Locks I wake up on November the 1st to the launch of Debenhams 2014 Christmas Advert. Jumping straight in, they are one of the first leading retailers to delight us with their competition entry for this year, but how did they do? The advert features nothing but children running around a deserted Debenhams store searching for the perfect gift. Accompanied with traditional christmas music, it reinforces that magical feeling that we all experienced as a child. Great use of social media, a new hash tag is born – share your “found it” moment. A genius way of getting consumers talking about their own expeirences and Debenhams trending. It certainly gets you in the christmas mood, is it too early? I don’t think so, I made my first christmas purchase in October. Currently ranking at 85,886 views on YouTube, this…

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Media and Advertising

Remember the days…

I remember the days when radio and television sales representatives would come by my office and try to convince me to put them on 100% of the broadcast buy.  They knew I was working on a local media buy for: General Motors, Kohls, Ameritech, etc. and getting the largest percentage of the budget on their local station was so important, that they went through great lengths to convince me that they were correct.

In my previous life I was a media buyer, and my job was to find ways to allocate a media budget across broadcast mediums. The selection set was very limiting, because you only had network television, cable and radio.  These were the days prior to making banner purchases on the internet, but that’s coming up next.

I remember getting a media avails from the media planner, with the goals such as:  a particular gross impressions that need to be reached, a desirable cost per point, reach, frequency, dayparts, rotations, etc.  You get in front of your computer and input numbers in systems such as:  #Strataview, #IMS, #Donovan, just to figure out the most efficient way to make the buy work.  You send the avails to your television or radio representative firms:  #InterepRadioStore, #KatzMedia, and countless others firms that I no longer remember.

Once the buy was complete, the information was loaded into the systems and on to the next round of negotiations.  That was a world not so long ago.  That was a world, where metrics were simple, return on investment was a rather simple concept to understand. That was a world, when Broadcast Advertising Parties were the thing to do.  That was the world, before digital took over.

Remember the days…