Just when we thought that traditional media channels were dying a slow death comes Nielsen’s Global Advertising Trends – Q4 2011. Worldwide advertising spend on TV, magazines, newspapers, and radio posted a 7.3% rise year-over-year in 2011 to $498 billion.
Data indicates that all four major media types rose on a global basis in 2011, with TV leading the way at 10.1% growth. But, in the US, advertising spend decreased year-over-year by 0.2% in Q4, but rose 2% for the year overall. Outdoor advertising expenditures grew 7.7% year-over-year, while cinema spend rose a more modest 2.3%.
Realistically however, marketers know that digital channels are seeing tremendous growth, even as traditional media struggles to maintain some market share. Global Internet advertising rose 16% year-over-year in 2011 to reach $84.8 billion and makes up more than 17% of all global measured advertising expenditures. Regionally, North America led with an estimated $34.5 billion.
Where we end up is a crap shoot. Will multichannel marketing – integrating traditional and digital channels – gain more traction with marketers? Will traditional channels sputter in a slow death knoll? What do you think?
Source: MarketingCharts
American women are in love with coupons, declares a March 2012 report from Valpak, which finds that 70% of survey respondents enjoy saving money and believe couponing is as American as apple pie. In fact, 58% have increased their coupon habits over the past few years.
Top reasons women give for increasing coupon use:
- They always want to get a deal (60%)
- It’s a bad economy (59%)
- They enjoy trying new things with a discount (41%)
And, get this. A significant proportion also say that coupons make them feel smarter. (28%)
What women do with their extra savings:
- Save it for a rainy day (29.3%)
- Put it towards their child’s education (24.2%)
- Spend it on some fun (16.3%)
- Spend in on the home (15.1%)
- Give it to family (8.2%)
- Give to charity (4.8%)
So, if you’re targeting women in your organization, these stats can provide some good copywriting ideas.
Source: MarketingCharts
I was browsing the latest Kohl’s newspaper insert and took notice of its two pages of bra ads. I would normally turn the page without flinching. But, this time, I observed something that perturbed me. All the models’ boobs were busting out of their bras!
As I looked more closely, here’s what I noticed:
- The Maidenform Custom Lift underwire bra model appears to be wearing a bra two sizes too small! More than half of her assets are overflowing with voluptuousness. I’d hate to see how unflattering she’ll look in a T-shirt.
- The Playtex Secrets Sleek and Sexy Lift underwire bra model has her left arm pushing into her side, creating some décolté.
- The Wonderbra Add-a-Size bra model is brimming with bosom above the fabric.
I could go on, but the theme is the same. So, who do bra ads target?
If they’re meant to target women, one could assume that bra advertisers are trying to attract young, white, women in their 20s. These are the models plastered in the insert. Based on the fact that many models are busting out of their bras, I’ll assume that they are on the less-endowed spectrum of size.
But, reality paints a different picture. The average bra size is 36C, not exactly flat-chested. The average weight of the American woman is 164.7 lbs. According to the U.S. Census Bureau, 2005-2009 American Community Survey, the average age of the American woman is 37.9 years.
So, why such a disconnect?
Or, are these ads targeting men? Now, that wouldn’t make any sense. Men don’t buy women bras. As most women know, each brand is different and sizing many be inconsistent. The only way to get a good fit is to try it on. So, why appeal to men when they are not the consumers?
Beats me. The whole thing makes no sense. Can anyone explain it?
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