Today's Marketing and Media/Lauren B. Lev
Discuss the marketing and media issues that impact our lives as consumers. Flag as Inappropriate
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Michael Ganci (Editor) February 6, 2013 at 10:09 am
Please keep it civil folks. Name calling will not be tolerated. Thank you. MG
Brendan February 4, 2013 at 10:57 am
That is an astute observation, KFC. Thank you for that poignant and informative comment.
Lauren B. Lev January 11, 2013 at 09:19 am
That technique of "sandwiching" has a lot to do with frequency -- the media buy requiring…Read More that audiences need to be exposed to the message a great deal of times before it's remembered.
The other technique -- "bookends" is a lot more effective -- the first 15 seconds is the opening of the spot -- say, "I have a bad headache and need to take XYZ." Actor takes headache medicine and then next commercial is another one from the parent company. Then actor comes back and in the last 15 seconds says "Ahh, my headache's gone."
It is a technique that has people potentially staying tuned in for the conclusion -- a slice of life where the problem is solved because product is the solution!
Reed Marcus January 10, 2013 at 08:15 pm
Speaking of advertising... I find that certain commercials do a very good job of getting my…Read More attention. However, I am not a fan of the "sandwiching" type comericals. That is the practice of running a 15 second or 30 second ad, then doing a station id, a news blip, and or a tv series quick ad, and the returning to a REPEAT of the same 30 second ad (thus sandwiching other content with the same ad on both ends). It bugs me. Fake de ja vu!
Michael Ganci (Editor) September 29, 2012 at 09:31 am
Way to go Lauren! I see you figured out the links! MG
Oops.
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