Planning riffs: With the recent announcement that ABC will devote its entire Sept. 11, 2002 on air schedule to the events of Sept. 11, 2001, it becomes apparent that networks have thought
through their approach to a difficult event. It’s a sore subject. Not one you even want to think about as a media professional. But the one-year anniversary of the terror attacks will need to be dealt
with. Programmers have no qualms about diving right back in. Marketers and media planners need to do the same. It can be done effectively. There have been some impressive and impactful ad campaigns
built around the Sept. 11 tragedy. Nextel’s sponsorship of CBS’ 9/11 special on March 11, paid tribute to the heroes of that day – rescue workers, firemen and policemen. Budweiser bowed the heads of
its Clydesdale team toward the NY skyline in an exclusive Super Bowl spot. You loved it. You hated it. But you were moved by it. This year, Sept. 11 will be an emotional day. Emotions resonate for a
long time. You could argue that emotional resonance is the Holy Grail for advertisers. So get going on 9/11/02, if you haven’t already. It’s an opportunity for positive emotional resonance around the
brand you work with. It’s also a potential disaster if you misstep……..
Ethnic riffs: When I see a brand like Subway break its first ads aimed at the Hispanic community, I wonder how many media
plans still go out without at least a nod to the multicultural fabric of today’s consumers. I talked to one executive involved on an intimate basis with multicultural planning who said: “People in
this business think they still market to a white audience exclusively. They need to wake up.” ‘Nuff said. ………
Paranoid riffs: If you ask me, TiVO is the biggest, baddest non-threat to the
advertising business model as we know it that ever came out of Silicon Valley. Yes, the digital video recording leader recently re-upped a deal with AOL and we’ve all heard the prognosticators who say
that its commercial skipping technology can threaten the network or even cable TV ad model. I’m still holding my breath on that. TiVo is a nice programming toy that hasn’t found its marketing legs
yet. Worry about getting more money to spend on media. Don’t worry about TiVo
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