Being the best is a marketing paradox. Why bother with claiming your product is the greatest when you can create a much more unique position? Carlsberg and TBWA have done just that with a new campaign that tempts beer drinkers with the possibility of the best.
Marketing, advertising & media intelligence
What is it with SUVs and superlatives? After StopPress covered SsangYong’s schooling on the use of ‘best’ by the ASA, we have another case of the absolutes.
In the hyperbole party known as advertising, it's quite surprising that we don't see products proclaimed as the 'best' more often. But, as SsangYong recently found out, there's a good reason for the omission of this word from most marketing campaigns.
Bodies, sheep, chainsaws and cars got audiences' blood boiling last year, according to the Advertising Standards Authority.
Scott Keddie shares his surprise over the ASA's decision to not release the 2015 advertising turn over and says the results are as valuable as ever.
The ASA will not be releasing its annual ad spend figures this year, breaking the annual tradition of providing a snapshot of how the various channels performed over the course of the year. We chat to representatives from the ASA, NZME, Bauer, ANZA, the IAB, OMANZ and Think TV about what this means.
DB and Toyota recently pulled ads in response to social media commenters expressing concerns that the creative was inappropriate. So is this an example of the industry self-regulating or is the angry mob creating a culture of fear among advertisers?
Brands are always pissing people off whether intentionally or unintentionally. One only need look at Hell’s Pizza’s or Tui’s advertising to know that. But as that old saying goes “There’s no such thing as bad publicity”, and in light of Burgerfuel’s billboard being taken down recently, we thought we’d look into whether that’s really true. Here are a few case studies and some insights from a PR company’s perspective.
ASA annual ad spend report: TV's lead narrows, interactive overtakes newspapers, and industry calls for greater transparency around categorisation
The overall ad spend pie grew by 4.2 percent to $2.39 billion in 2014, according to the Advertising Standards Authority’s figures for the 12 months ended December 31. And once again it was interactive leading the charge, overtaking newspapers and getting close to TV.
Being the one to tell people they’ve crossed the line is an unenviable responsibility at the best of times. But, despite having forged a career out of doing just that, Hilary Souter, the chief executive of the Advertising Standards Authority, which celebrated its 40th anniversary last year, is still smiling. So how does she keep it all together at the ASA?
In 2013, the ASA received 792 complaints levelled at 598 advertisements that Kiwis found offensive, misleading or irresponsible. 313 of these complaints were found to have no grounds to proceed while 285 were were referred to the Complaints Board. In total 60 percent of the ads that reached the Complaints Board were either settled or upheld. Here's a rundown of the 10 ads that angered the highest number of Kiwis last year.
There are plenty of rules around the advertising of cigarettes in New Zealand. And this one breaks them all. At least it would if it was a real ad and not a joke based on a fellatio pun.
The ASA's 2013 ad spend figures showed that while TV continues to reign supreme, its time at the top might be coming to an end as the interactive category continues its trend of strong year-on-year growth. Updated with comments from OMANZ, MediaWorks Radio and NZ post.
A complaint levelled at a Hellers TVC that features comedian Leigh Hart barbecuing on the back of a moving ute has been upheld by the ASA for not abiding by the New Zealand Road Code. In the ad, Hart, who has been the face of the Hellers since 2006, gives another one of the ludicrous barbecuing tips that have have typified the ‘Hellers BBQ masters’ campaign.
The Outdoor Media Association of New Zealand (OMANZ) today announced a fourth quarter revenue total of $18,659,878, up 1.3 percent from the same time last year. This figure brought the revenue total for 2013 to $66,455,096, which OMANZ says is a 13 percent increase from 2012.