Index

Absolut vodka, 102, 260 American Idol (TV show), 30, 205–206, Academy Awards (Oscar) ceremony, 28 252, 260–261 Advergaming, 134, 140 America Online (AOL), 21, 88–89, 117, Advertising. See also Television advertis- 120, 121, 179 ing; Thirty-second spot Anheuser-Busch, 83, 220–221 bad products and, 20, 86 Antibrands, 70–71 brand-focused, 21, 49 Apicella, David, 196 via cell phone, 250–251, 254 Apple Computer: collaborative, 225, 274 competitors and, 59 content relationship to, 65–66, 89–90, consumer-generated content and, 124, 188, 191 221, 225 defined, 80–82 iPod word of mouth campaign, demand for, 29, 95 64–65, 225 versus direct marketing, 72–73 iTunes promotion, 51, 83, 97, 98, 244, electronic, 23 245–246 emotion in, 97, 112–113 “1984” commercial, 7, 9, 97 evolution of, 49 “Think Different” campaign, 80 interactive (see Interactivity) The Apprentice, 192, 194–195, 258–259, on Internet, 23, 114–116, 120, 268 124–129, 211 Arad, Avi, 209, 211 music in, 243–246 Arnell, Peter, 256 new approaches to, 1–2, 106–107 Arrested Development, 169 new roles for, 99–103 AT&T Wireless, 205, 252 opt-in, 125, 145, 189, 269 Authenticity, 52 past leaders in, 78–80 by permission, 56–57, 122–123 Banner ads, 154, 219 versus public relations, 200 Baseball, advertising in, 209–210, purpose of, 96–99 212–213 quality of, 43, 90–91 BBDO, 8, 177–178, 181, 274 relevance of, 84–85, 96, 99, 120, 159, Beavis, Ian, 130 172 Behavioral targeting, 31 search capacity within, 237 Belanger, Ron, 234 spending on, 23, 68, 189 Bernbach, Bill, 78, 79 versus word of mouth, 52–53 Berry, Jon, 208 Advertising agencies: Bezos, Jeff, 19 accounts inCOPYRIGHTED play at, 20–22 BitTorrent, MATERIAL 268 client relationships at, 2 BlackBerry, 61, 231, 248–249, 250 creative arrogance of, 9 Blockbuster, 148, 149 media role in, 192 Blogs, 87, 173, 207, 213–215 Advertising.com, 163 BMW Films, 92, 93, 180, 188–190, 197, Advertising on demand (AOD), 95, 274 164–166 Branded entertainment, 190, 193, Aldhous, Chris, 182 195–196, 255–270 Amazon.com, 53, 54, 70, 236 Branded response, 75 Amazon.com Theater, 180–181, Branding: 271–272 within content, 161, 163, 197, 259, American Express, 89, 93, 191, 197 262, 263 278 Index

Branding (Continued): Chiat, Jay, 78, 79 duration of, 97 Choice, proliferation of, 47, 67 new approaches to, 68–76, 271 Chrysler, 141, 176–177, 256–257 30-second spot and, 67–68 Cingular Wireless, 90, 205 Brand integration, 194, 259 Citibank, 258 Brands: Clutter, 12–14, 41, 47, 56, 210, 236, 246 ad recall and, 16 Coca-Cola: advertising focused on, 21, 49 ad spending by, 68 A-list, 115 on American Idol, 260 consumer relationships with, 65, as content distributor, 93, 195 76–77, 175–176, 217 marketing policy of, 111 as content navigation tools, 172 as Pepsi competitor, 5–7, 59 extension of, 139 reality advertising by, 84 gaming integration of, 144 Colgate, 6 importance of, 67 Commercial Alert, 89 leading, 68, 69 Commercial pods, 12, 153, 158, 159 loyalty to, 58, 59 Communal marketing: as networks, 93 via blogs, 213–215 overexposure of, 260 in brand building, 201–203 positioning of, 6 company-generated buzz in, 207–208 versus products, 69, 202 control in, 203–204 qualities of, 54 via e-mail, 206–207 web search for, 237–238 via interactive web site, 215–218 Broadband: for movies, 209–213 as mainstream, 40, 114, 171 power of, 167, 209 new marketing role of, 35, 72, 92–93, referrals as, 204–206 269 Community: as new technology, 47 branding via, 71–72, 200 online gaming and, 145 as brand qualifier, 67 speed of, 126 content sharing within, 172, 206 value position of, 36–37 as killer app, 39 Budweiser “Whassup?” campaign, 27, product information from, 54 220 publicity buzz from, 204 Buick “Tiger Trap” commercial, 93, of TiVo users, 152–153 190, 257, 265 Comparison shopping, 53 Burger King: Connectivity, 38, 55, 60–61 “Subservient Chicken” campaign, Consultants, 19 93, 193, 203, 215–217, Consumer empowerment: 222–223 cable TV and, 31–32 TC versus Spicy campaign, 194, 204, content and, 171 218, 238 DVD and, 169 Butler, Shine, Stern & Partners, 226 evolution of, 39, 43 BzzAgent, 207 expectations resulting from, 96 marketing role of, 33–34, 37, 41, 52, Cannes International Ad Festival, 72 99–100 Captive audiences, 248–249, 253 via mobile phone, 253 Cardies, 243 via search capability, 235 Carlson, Tucker, 122 technology and, 38, 45, 47–49, 152 Castaway, 264 via TiVo, 153–154 Cause marketing, 72 Consumers: Celebrity endorsement, 265–266 ad exposure of, 12 Cell phones, 47, 57, 59, 249–254, ad personalization for, 95 270 attention of, 56–57, 118 Cheifet, Stewart, 250 changes in, 47–49 Index 279

content generated by, 220–230 as new technology, 47 control by, 38, 203–204, 227, 235 as on-demand technology, 171 corporate relationships with, 54 to skip commercials, 40–41, 151–152, Internet presence of, 112, 120–122 268 involvement of, 97, 99–100, 102–103 Digitization, 35, 50, 70, 163–164, 173, loyalty of, 58–59, 166–168 269–270, 275 marketing to, 49–65, 94 Diller, Barry, 258 multitasking of, 15, 44, 48, 117, 146, Dion, Celine, 176–177, 256–257 148–149 Direct response, 73–75, 97 product/brand experience of, 69–70 DoubleClick, 163 product placement and, 258 DVD (digital video disc), 149, referrals by, 201–203, 204–205 166–170 Content: access to, 163 eBay, 70, 236 advertising and, 65–66, 89–90, 158, 195 E-business, 62, 83, 269 branding integrated into, 161, 163, 259 Ecotonoha, 72, 73 consumer generation of, 220–230 E-mail: consumer manipulation of, 171–173 via BlackBerry, 248, 249 as instant gratification, 57, 121 in communal marketing, 205, 206, Internet, 116–117 269 long-form, 187–198, 248 EverQuest (game), 141–142 opt-in, 145 premium, 88–89, 124, 257–258 The Fall of Advertising and the Rise of PR prepackaged, 168 (Ries), 199 quality of, 56, 135, 159–160 Fallon Worldwide (agency), 180–181 on radio, 247 The Family Guy, 166–168, 169 sponsorship of, 166 Fat Actress, 117 supremacy of, 276 Federal Communications Commission Contextual relevancy, 175–176 (FCC), 50, 89, 247 Converse, 93, 225–227 Federal Express (FedEx), 90, 263–264 Copyrights, 139, 154–155 FIFA soccer game, 138 Creative briefs, 68–69, 103 First-mover advantage, 83, 208, 259, Creativity, 17–18, 75 260 Crispin Porter + Bogusky, 204 Fleming, Sir Ian, 261 Crossfire, 122 Flux branding, 70, 77 Customer relationship management Ford, Henry, 7 (CRM), 58–60, 75–76, 202 Ford Motor Company: Customer service, 58, 61 American Idol support by, 30, Customization, 33, 34, 95, 165, 251 260–261 F150 pickup ads, 101 Data, in branding, 75–76 Internet presence of, 112 Dean, Howard, 85–87 24 sponsorship, 30, 191 de Bono, Edward, 82 Frost, Geoffrey, 267 Dell, 127 Dellarocas, Chrysanthos, 208 Gaming. See Video games Delta Air Lines, 49 Gawker Media, 213, 214 Demographics, 70, 148, 153 Gender: Desperate Housewives, 117 gaming and, 141 Devitt, Jason, 252 of target audience, 8–9 Deutsch, Donny, 268 General Electric (GE), 225, 226 Digital video recorders (DVRs). See General Motors (GM), 206–207, 262 also TiVo Gladwell, Malcolm, 35, 208 effect on advertising, 1, 15, 43, 150 GoDaddy.com, 27, 213 effect on network TV, 29, 48 Godin, Seth, 56, 122 280 Index

Google: always-on, 38, 55, 60–61, 114, 126 as brand, 70, 71 blogs on, 87, 173, 207, 213–215 click-throughs on, 233 branding on, 72 consumer empowerment via, 38, 171 consumer use of, 120–122, 179 in digital revolution, 163 Dean presidential campaign on, influence of, 231 85–87 as information source, 51, 55 as disruptive technology, 40 response volume via, 236 file sharing on, 206, 268 Grammy ceremony, 28 information via, 50, 51, 110–111, 269 Greenberg, Bob, 16, 268 as interactive, 43, 114, 118–120, 276 Guerilla advertising/marketing, 65, 207 marketing on, 111–118 popularity of, 24 Halo 2 (game), 133 pop-up ads on, 114–115 H & R Block, 90 WiFi access to, 47, 60 Happy Days, 24 Intro Message, 124 HBO, 25, 28, 88, 257 iPod, 64–65, 171, 213, 225, 231, Hershey’s, 197–198, 258 244–246, 248, 272 Hewlett-Packard, 83–84, 182–186 Isdell, Neville, 68 Heyer, Steven, 93, 195 iTrip, 246 HGTV, 262 iVillage, 112 Hirshberg, Eric, 187 Home Depot, 262, 263 Jackson, Janet, 50, 157 Honda, 192, 223–224 Jackson, Peter, 209 HYPE gallery, 182–186 Jaffe Juice, 213, 267 Jeep, 177 IBM, 62, 83, 269 Jennings, Ken, 89–90 Idetic MobiTV, 251 Jeopardy, 90 The Incredibles, 133, 252 JetBlue, 147 “In Da Club” (50 Cent), 251 John Doe (TV show), 167–168 The Influentials (Berry and Keller), 61 Jones, Star, 255–256 Infomediaries, 70, 71 Jumping the shark, 24 Infomercials, 97 JWT (agency), 274 Information: access to, 55–56, 269 Kellner, Jamie, 164 barriers to, 71 Kerry, John, 87 consumer use of, 63 Keywords, 233–234, 235, 241 for customer service, 61–62 Killer application (killer app), 39, 52, sharing of, 110–111 126 Instant Messaging, 31, 57, 58, 120 Kmart, 140, 178–180 Intel, 142 Kovacs, Ernie, 111 Intellectual Property Protection Act, Krugman’s Theory, 98 154 Interactive television, 80 Lachman, Edward, 251 Interactivity: Lee, Kevin, 233 in advertising, 92, 101, 102–103, 114, Light, Larry, 70 115–116 Lord of the Rings (movies), 209, 211 with broadband, 72 Love Is the Killer App (Sanders), 110 consumers and, 130–132 Loyalty, 58–60 in gaming, 140, 144 Lubars, David, 181, 274 with Internet, 43, 114, 118–120, 276 in 30-second spot, 160–161 Macy’s Thanksgiving Day Parade, 266 Internet. See also World Wide Web Madison+Vine™, 256, 267 ad blockers on, 48 Mail-order programming, 163 advertising on, 23, 123–129, 211 M&M’s Global Color Vote, 99–100, 102 Index 281

Marketing. See also Communal market- smart, 74 ing; Viral marketing for TV ads, 157–158 affiliate, 202 Microsoft, 127, 133, 163–164, 245 alternative methods of, 7, 35, 42, Mini Cooper, 262 271–276 Mitsubishi “See What Happens” ads, business model for, 87–88 191 consumer outsmarting of, 62–63 Mobile technology, 246, 249–254, 270 event, 176–177 Montague, Ty, 274 excess in, 83–84 Moonves, Les, 258 experiential, 175–186 Moore, Peter, 133 frequency in, 97–98 Motorola “Cell Stories,” 251 idea as heart of, 72 MoveOn.org, 221 instant gratification and, 57 Movies: integrated, 13 box office receipts for, 211 Internet and, 111–118, 122 consumer choice of, 54 on-demand services and, 173–174 Mr. Clean AutoDry, 136 one-to-one, 253 MSN, 112 open source, 221 MTV, 155 permission, 56, 122–123 Multimedia, 38, 48, 61, 117, 270 versus procurement, 60 Murphy’s Brewery Limerick Challenge, push versus pull, 48, 94–95, 147 251–252 relationship, 76–77 Music, in commercials, 243–246 segmentation in, 153 Myers, Jack, 98 traditional, 33, 34, 49, 99 ubiquity of, 12 Napster, 83, 191, 206 M*A*S*H, 28 NASCAR 2005: Chase for the Cup (game), Mass marketing, 7, 33, 52, 60 136 Mass media: NBC: business model for, 29 Must-See TV, 148, 153, 162 consumption of, 32 Seinfeld-Superman on, 197 digital synergy and, 43–44 NEC Corporation, 72, 73 Internet in, 112 Neistat, Casey, 64, 65, 225 problems of, 5 Neistat, Van, 64, 65, 225 relevance of, 91 Nestlé Purina, 269 Masters, George, 213, 221, 272 Netflix, 148, 149 The Matrix, 262, 264 Networks (non-TV): Mazda, 207 interoperability of, 251 McCain, John, 155 new marketing role of, 35 McDonald’s, 70, 199, 252 value promise of, 39 McDowell, Jim, 188, 190 Nielsen ratings, 10–11, 14–15, 169 Media. See also Mass media; Multimedia Nike: ad agency role of, 75 “Art of Speed” campaign, 214–215 cost of, 97 Michael Vick Experience, 136 defined, 81–82 online brand experiences for, 269 digitization of, 163 Red Sox “Just Do It” ad, 201, 202 market segmentation and, 153 “Whatever” commercial, 191–192 simultaneous consumption of, 117, word of mouth campaign against, 149 34 Meetup.org, 86 Nissan, 84 Mercury “Lucky Ones” ad, 190–191 Nokia, 251 Metrics. See also Ratings for Internet marketing, 113–114, Ogilvy, David, 78, 114 129–130 Ogilvy on Advertising (Ogilvy), 78 for long-form ads, 189 Once and Again (TV show), 168 282 Index

On-demand services: Radio: advertising via, 95, 158–166 commercialism of, 12 DVD as, 166–170 satellite, 24, 43, 47, 48, 119, 247, 275 future of, 171–174, 275 Raj, Jon, 227 in messaging, 62 Ratings: TV and, 148–158 accuracy of, 167 TV network viewing and, 31 for ad success, 94 The Oprah Winfrey Show, 266–267 Nielsen, 10–11, 14–15, 169 Orbitz, 140 time shifting and, 157–158 Overture, 233 Reality television, 25, 26, 84, 259 Reebok: Palm, Champions program, 202 Terry Tate commercial, 8, 190 Parents Television Council, 50 “Whodunit?” ads, 266 Parsons, Bob, 213 Remote control, 39, 40, 43, 120, 152, PepsiCo: 155–156 Britney Spears video use by, Return on investment (ROI), 75, 91, 161 127, 189–190, 266 as Coke competitor, 5–7 Ries, Al, 6, 199–200, 204 favorite commercial contest, 84 Riney, Hal, 79 iTunes promotion, 51, 59 Ring tones, 251 Pepsi One marketing, 276 Ripper (game), 190 Perfect storm, 35, 41, 251 RUE principle (relevance, utility, enter- Personalization, 33, 95, 269 tainment), 90, 91–93, 237 Personal video recorders (PVRs), 47, Runaway Bride, 263 152 Ryan, Kevin, 239 Pervasive technologies, 37, 270 Piracy Deterrence and Education Samsung Electronics, 251 Act, 154 Schulman, Karen, 143 Plagiocephaly, 55 Search: PlayStation, 33, 134, 145 advantages of, 232 Plummer, Jake, 138 keywords in, 233–234, 235, 241 Poltrack, David, 15–16, 157 marketing role of, 235–237, 239–242 Pop-up ads, 111, 114–115, 219, 246 trends in, 237–239 Porter, Charles K., 218 Search engines. See also specific portals Positioning, 6, 199, 236 advertising on, 12, 31 Powell, Michael, 50, 247 diversification of, 231–232 Presidential campaign (2004), 85–87, new marketing role of, 35, 80–81, 95 246 on-demand services and, 172 Priceline, 59, 70 value promise of, 38–39 Print media, 119, 276 Seinfeld, 24, 28 Problem solving, 82–83 Seinfeld-Superman chronicles, 89, 93, Procter & Gamble (P&G), 76–77, 80, 191, 197, 198 191, 273 Sex and the City (TV show), 260 Procurement, 19, 60 Short messaging service (SMS), 205, Product demonstration, 101–102 251, 252 Product placement, 65, 89, 136, 144, Showtime, 117 160, 256, 258–261, 264 The Sims Online (game), 142 Products: Sirius radio, 247 bad, 20, 86 Sitcoms, 25, 26 versus brands, 69, 202 Smart metrics, 74 Project Greenlight, 221 Snickers, 102 Psychographics, 70, 153 Sony Ericsson, 101, 136, 207–208 Public relations, 200, 204, 207 Spam, 111, 115, 246 Spider-Man 2, 209–213 Index 283

Sports Night (TV show), 168, 169 product placement on, 258–261 Spyware, 246 series premieres by, 30, 31 Stengel, Jim, 76 viewership for, 24–25, 28, 148, 152, Stern, Howard, 50, 247 166–168 Stewart, Jon, 122 Television advertising. See also Stewart, Martha, 51 30-second spot Subscription services, 88–89, 257–258 audience reached by, 18, 27, 94 Subway, 261 customized, 165 Super Bowl: decreased revenue for, 29 as marketing opportunity, 7–9, 28, direct response (DRTV), 97 115, 218–219 effectiveness of, 18–19, 23–24 2004, 16, 157, 263 as entrenched format, 2, 30 2005, 17, 83, 207 interactive, 80 Survivor, 262 metrics for, 157–158 new roles for, 99, 193 Target: online formats for, 88 as discount retailer, 178 predictability of, 12 “Wake-up Call” campaign, 100 threats to, 106, 107, 250 Target audience: time consumed by, 126, 165 commercial skipping by, 48 value proposition of, 119, 148, 166 information available to, 51 viewer avoidance of, 14 online, 128 viewer recall of, 15 reaching, 190, 215 viewer skipping of, 40–41, 151–152, for Super Bowl ads, 8–9, 83 153, 155, 164 for 30-second spot, 41, 148 Television set, 44, 134 TBWA\Chiat\Day, 178 Television viewing: TBWA Hunt Lascaris, 243 appointment, 117, 147 Technology. See also specific technologies nonlinear, 161–163 as catalyst, 106, 166 premium, 257–258 communities focused on, 153 Text links, 233, 237 consumer-generated content via, 30-second spot: 224–225 audience for, 41, 148 disruptive, 40 branded entertainment in, 256 empowerment via, 45, 47–49 branding role of, 67–68, 194 marketing and, 248, 267 deconstruction of, 158–159 mobile, 37–38, 246, 249–254, 270 demise of, 41, 79–80, 106 as opportunity/threat, 80, 276 effectiveness of, 9, 19, 41–42 Telemarketing, 63, 246 gaming used in, 135–136 Television, cable: interactivity in, 160–161 advertising on, 23 Internet and, 125–126, 271 channels on, 56, 88, 106 versus long-form content, 195 DVD use by, 170 metrics for, 157 fees for, 149, 155 music in, 243–246 versus network, 28, 32 purpose of, 96 viewership for, 152 status of, 1–2, 39–40, 75, 150–151, Television, network: 196, 198, 257, 275 A-list brands on, 115 television as medium for, 23, 187 commercial-free, 257–258 web searches for, 239 competition for, 26 Time: consumption shifts in, 32, 33 as scarce commodity, 56, 57, 58, decline of, 43 154 DVD use by, 170 spent on ad viewing, 123–124 evolution of, 44, 191 Time shifting, 29, 48, 157 personalized, 162 Time Warner, 31, 89, 170 284 Index

Tipping point, 35 Visa “Ideas Happen” campaign, 85, Titus, Rick, 101 221–222, 227–230 TiVo: Visible World, 165 adoption of, 155–156 Volkswagen (VW), 248 cost of, 149 Volvo, 135 downloads from, 31 effect on advertising, 1 Walken, Christopher, 190 to eliminate ads, 52, 151–152, Wal-Mart, 178 153–154, 246 Wanamaker, John, 19 to measure viewership, 157 Watercooler effect, 8, 27–28, 39 network TV and, 24, 48 WeatherBug, 124 nonlinear viewing with, 162–163 Web logs. See Blogs popularity of, 10–11, 152–153, 171 Who Wants to Be a Millionaire, 55, 120, Showcases, 57, 162, 191 121 Tobaccowala, Rishad, 171 WiMax, 38 Tom Clancy’s Splinter Cell Pandora Winfrey, Oprah, 180, 266 Tomorrow (game), 136 Wireless: Topolewski, Gary, 177 media access via, 47, 60, 268 Total Access (McKenna), 60 new marketing role of, 35, 249–254 Toyota, 223 penetration of, 40 Triple Play (game), 138 value position of, 37–38 Trout, Jack, 6, 199 Woods, Tiger, 190, 265 Trump, Donald, 194, 268 Word of mouse, 34, 63 24 (TV show), 30, 191, 257 Word of mouth, 52–53, 64, 93, 200, Tyson Foods, 258 202, 203 World Wide Web. See also Internet; Ultramercial, 124 Search; Search engines Upfront, 25, 27, 29 ad campaigns on, 85, 215–218 branding versus direct response on, Verklin, David, 75, 161 73–75 “Vertigo” (U2), 97, 196, 245–246 brand relationships via, 51 Video, as killer app, 126–127, 188 commercials rerun on, 8, 88 Videocassette recorder (VCR), in communal marketing, 205 40, 43 consumer-generated content on, 220, Video games: 225 advertising via, 23, 135–136 consumption shifts in, 32, 33 attractions of, 136–138, 146 content choice on, 88 as branded entertainment, 269 customer relationship management capabilities of, 134, 138 via, 58, 62 communities surrounding, 275 gaming on, 140, 145 cross-marketing via, 133–134, as growth medium, 109–110 138–144 marketing advantages of, 127–128 growth in, 33, 143–144 renaming of, 21 opt-in content in, 145 site crashes on, 208–209 television as device for, 44, 134 Video-on-demand (VOD), 88, 171 Xbox, 33, 133, 145 Vindigo, 253, 254 Viral marketing, 62, 64, 200–203, 218, Yahoo!, 85, 117, 259, 270 219 Virgin airline, 205 Zlotnick, Jan, 45