THE MYTH OF “UNNECESSARY” MARKETING. WHY DOES IT PAY FOR COMPANIES TO INVEST IN PROMOTION IN TIMES OF ECONOMIC RECESSION?

27. 10. 2022 When the harsh reality of an economic recession hits companies, most of them tend to respond somewhat schematically according to the established rules of business logic. However, the more statistical data we have, the more clearly we see that these rules may not be as logical as they may appear at first sight. While in a worsening economic climate CEOs are cutting what they consider “unnecessary” costs - with advertising and marketing traditionally being the first to be cut - marketing experts advise exactly the opposite approach. Experts agree that you can advertise your services and products happily during a boom, but you absolutely must advertise during a recession. Why don’t companies realise this? INFLATION DOES NOT HAVE TO BURY MARKETING COMPLETELY We can draw useful data from an examination of the market response to the economic recession of the early 1980s. Just like today, it was triggered by the global energy crisis - at that time it was caused by the Iranian Revolution. As a result of that geopolitical upheaval, the price of oil began to soar. Later, this period became known in history as the ‘oil shocks’ that drove already high inflation in the Western world into double digits. Historians agree that this was the biggest economic crisis since the Second World War.

HOW DO TV NETWORKS CAPITALISE ON THE DIGITAL STUMBLE?

21. 10. 2022 The Attention Council CEO Andy Brown and media analyst Ian Whittaker have joined forces to launch a White Paper arguing for three key requirements for advertisers to evaluate TV alongside digital video.

CONSUMPTION AND MEDIA BEHAVIOUR OF THE 55+ GENERATION IS CHANGING

19. 10. 2022 Today’s generation of people aged 55-69 is more active and technologically savvy than it was six years ago. this is the result of the new wave of the omg research focused on the ‘silver generation’.

HOW TO DO ‘GREEN’ ADVERTISING? AUTHENTICITY AND A PROACTIVE APPROACH WIN WITH CONSUMERS, HYPOCRITES ARE PUNISHED

3. 10. 2022 We are living in a time of climate crisis and there is no point in turning a blind eye to it any longer. This is how one could sum up the efforts of many global companies that are giving more and more space to the environmental protection and sustainability in their advertising and marketing campaigns. It is clear that specific actions remain the responsibility of each of us, but these authorities can contribute to a complicated and heated public debate with their attitude and opinion. However, marketers should keep one thing in mind - the “preach water and drink wine”approach is becoming even more fatal in this peculiar discipline. Examples of good practice from abroad will give you a clue as to how to master this difficult task. ADVERTISING REVOLUTION IN the shades of GREEN At the turn of October and November last year, Glasgow, Scotland, hosted the 26th annual UN Climate Change Conference, known as COP26. It is traditionally considered one of the world's most important forums for discussion on climate, nature and landscape issues. To mark the occasion, the British media company Sky Media has decided to adjust its broadcasting schedule, including its commercial breaks. The reason was to sufficiently emphasise the course of the forum and the importance of the issues discussed for the TV audience. Viewers had the opportunity to watch the first ever ‘green’commercial break in British television history on Sky Media portfolio stations.

HOW ADVERTISING CREATIVE STRATEGY IMPACTS SALES

24. 9. 2022 Contagious digests the most interesting and relevant research from the world of advertising and beyond, because there’s just too much to read and too little time.

POPULAR HIT SONGS ARE A SAFE BET IN THE CZECH REPUBLIC. TEN EXAMPLES OF HOW FAMOUS TV COMMERCIALS HAVE WORKED WITH SONGS

22. 9. 2022 Even in the Czech Republic, we have no shortage of TV commercials that have given birth to new musical hits or helped revive forgotten ones. It may therefore seem like quite a superhuman task to choose just ten of them, but we tried anyway. In our selection, you will find ads that rely on the interconnectedness of the musical background with classic Czech humour, but also those that put pride and Czech national and cultural heritage at the forefront. In short, there is a lot to choose from. Please note, however, that many of these examples have the unfortunate trait that will inevitably get stuck in your head for a while. HERA - PEČENÍ JE RADOST, HERA JE PEČENÍ / BAKING IS A JOY, HERA IS BAKING (1998) Baking is a joy, Hera is baking! A slogan that has become so domesticated in the Czech Republic that no one will ever take it away from this baking product. The food company's advertising is largely traditional - it relies on classic scenes of family togetherness, where individual family members come together for the noble goal of creating a bakery masterpiece, which they then sit together over, full of joy. The visuals of the commercial look as if they have come straight out of Slováček's humorous novel Bylo nás pět (There Were Five of Us). This look is supported by both the vintage filter and the choice of the musical motif. Hera reached into the golden fund of Czech classical music and chose Humoreska by the internationally renowned composer Antonín Dvořák. All the compositions in the result form their own audiovisual symphony, during which you can't help feeling that you, too, could brush up on your baking skills and thus delight yourself and your loved ones.

MEDIA PLANNERS ‘MUST PLAN FOR BOTH ACTIVE AND PASSIVE ATTENTION’

21. 9. 2022 Media planners need to balance planning for both active and passive attention or risk limiting scale and incurring incremental costs, Radiocentre’s Tuning In conference heard.

UNDERSTANDING THE CREATIVITY OF CANNES WINNERS

16. 9. 2022 Most of the Cannes Lions award-winning campaigns share a similar anatomy, says Neuro-Insight’s Peter Pynta: they lean on the art of storytelling and build creative tension to light up the brain’s emotional centres and drive memorability.

BRANDS SHOULD FOCUS THEIR COMMUNICATION EVEN ON LESS LOYAL CUSTOMERS

15. 9. 2022 Marketing is like driving a car backwards, it is out of touch with reality. How can we fix it? Marketer Wiemer Snijders points out that the customer base of brands is largely made up of those who rarely buy, and these are the ones we need to focus on in our communications. And that’s what advertising on linear TV is ideal for. „In the marketing business today, it's like driving cars backwards. We're constantly figuring out how we can use data and technology to make changes. Because everything is supposedly always changing, today's customer is not the same as yesterday’s,“ says Wiemer Snijders, author of Eat Your Greens and a representative of so-called evidence-based marketing.

KANTAR STUDY: FUTURE BRAND GROWTH WILL COME FROM BEING SUSTAINABLE AND AFFORDABLE

14. 9. 2022 Most people around the world want to live in a more environmentally conscious way, but a cost of living crisis and the perception that sustainable products are more expensive means that it is only the wealthy who are able to do so – it’s a missed opportunity for brands.

WHY ADVERTISING ON TV IS STILL THE BEST WAY TO BUILD A BRAND

7. 9. 2022 TV advertising has been around since the late 1940s and it's still one of the most effective ways to build a brand. Despite the growth of digital advertising, TV spending is estimated to reach $77.5 billion by 2024. Why is TV advertising so successful? We'll break down the many reasons in this article. Targeting With TV Is More Effective Than Ever TV advertising reaches a large audience with minimal effort. In the U.S., there are over 118 million households with a TV, and the average person watches over 4 hours of TV each day. This gives advertisers a lot of opportunities to reach their target market.

WHEN MUSIC IS THE LAST STEP TO PERFECTION: THE WORLD’S TOP 10 ADS THAT BET ON THE POWER MUSIC

6. 9. 2022 Although it may seem at first glance that visual play the primary role in TV advertising, this is not so true. By the very nature of television as an audiovisual medium, it is obvious that the audio component has a firm and irreplaceable place in advertising. Music is one of the essential ingredients for success. This is something that many advertisements constantly convince us of, and which we are unable to put out of our minds for a long time afterwards. Sometimes commercials even even herald new music trends, sometimes they are the birth of global superstars. The following ten examples show the creative possibilities of working with music in advertising. All of them are united by the fact that they have an unquestionable place in the golden fund of television advertising. UNITED AIRLINES - RHAPSODY IN BLUE (1995; 2013) Opinions on air travel vary - some love planes, others have an unimaginable horror of them. But whichever one of these two groups you belong to, you can't deny this mode of transport a certain poetry and harmony that takes hold of you when you look out of the boarding window. Since the 1990s, United Airlines has been relying on this aspect of travel, urging its customers to „fly towards the friendly skies”. The campaign, which first drew attention to the fact that flying is actually a matter of customer comfort, has to some extent set the course for the airline industry. It's no wonder that United Airlines revived it a few years ago to the same success, banking mainly on the nostalgia of those who remember the original iteration. But time-tested things are not to be changed, which is why the original musical identity has been retained. Indeed, United Airlines is already so closely associated with American composer George Gershwin's symphony Rhapsody In Blue that it can hardly be claimed by anyone else - despite the fact that since the composer's death, the time limit for retaining the original copyright has passed. For it is hard to argue that the combination of Gershwin and planes criss-crossing the blue sky is not a visual symphony in itself.

GROSS INVESTMENT IN ADVERTISING GREW BY 13% IN SEVEN MONTHS

26. 8. 2022 Gross investment in the purchase of advertising space in the media increased by almost 13% in the first seven months of the year.

WARC PREDICTS AN ADVERTISING INVESTMENT SLOWDOWN IN 2023

25. 8. 2022 Brands will continue to invest in advertising in the second half of the year, but WARC expects a slowdown in 2023.

THE TOP 10 REASONS WHY TOTAL TV IS BETTER THAN YOUTUBE

25. 8. 2022 Trying to decide how to invest your media budget in video? Wondering what the difference is between TV and YouTube? This handy listicle will help you make the right call for your brand.

BRAND PURPOSE DURING A RECESSION—4 REASONS TO PROTECT IT

22. 8. 2022 Marketers shouldn’t risk long-term investments in customer affinity or inadvertently blunt short-term growth

SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?

15. 8. 2022 From 2020 till now, it seems the bad news is never-ending. From a pandemic to a war, now we have to contend with the cost-of-living crisis. Aye, yai, yai. What next?! We all sigh, deliberately not clicking on the latest monkeypox article. To quote TikTok, we do not have the capacity.

GERMANY STUDY: MORE THAN HALF OF GERMANS SUPPORT DIVERSITY IN BRAND COMMUNICATION

12. 8. 2022 A short study by YouGov presented the German population’s attitude towards diversity in brand and corporate marketing communications.