BU Now » advertising

Technology ad blitz under way

Dick Taffe — Tue, 27 Oct 2009 19:44:23 +0000

Many technology companies facing timid customers and increasing competition – e.g., Google, Yahoo, Microsoft, Cisco, and for the first time Juniper Networks — are ramping up advertising campaigns. Advertising Professor John Verret, a 40-year veteran of the ad business, says they can thank Apple for showing that great messages, widely disseminated, build great markets.

“All the tech/Internet brands are going to try to ‘out Apple’ one another. This will be fun – and it’s a great sign for the economy.”

Contact John Verret, 617-353-7737, jverret@bu.edu

NBC banking on Leno

Dick Taffe — Wed, 05 Aug 2009 15:23:43 +0000

In the run-up to NBC launching “The Jay Leno Show” 5-nights a week in prime time come September, the network is flooding the advertising marketplace — TV, movie theaters, billboards, on airplanes, in gyms, elevators, even taxi cabs — with promotions for the show. College of Communication advertising Professor Sue Parenio can discuss the unprecedented nature of promoting such a first-of-its-kind production.

Contact Sue Parenio, 617-353-8066, suepar@bu.edu

Digital media, kids, and the FCC

Dick Taffe — Thu, 23 Jul 2009 16:01:46 +0000

With “new challenges” like computers, video games, and cellphones in addition to TV, kids are being impacted by advertising on all sorts of digital media. Under a new chairman, the FCC now wants an updated study on how ads and violent images affect children. College of Communication Professor T. Barton Carter, an FCC expert, says the biggest problem in regulating violent programming is defining it.

“The bottom line is that the definitional problem alone would almost certainly cause any law to fail Constitutional muster under the First Amendment.”

Contact T. Barton Carter, 617-353-3482, comlaw@bu.edu

Obama boosts MLB All-Star ads

Dick Taffe — Tue, 07 Jul 2009 14:04:06 +0000

Stadium attendance may be down but advertising rates are up for Major League Baseball’s All-Star game July 14, in part because President Obama will throw out the first pitch and appear in pre-game coverage. College of Communication advertising Professor Christopher Cakebread, an expert in sports advertising, can discuss.

Contact Christopher Cakebread, 617-353-3476, ccakebre@bu.edu

Healthcare ad wars escalating

Dick Taffe — Fri, 26 Jun 2009 14:47:58 +0000

With Congress seriously mulling several healthcare-reform bills, the negative advertising wars over various plans are gaining steam. It remains to be seen if they will reach the effectiveness of the “Harry and Louise” ads that brought down the Clinton reform effort in 1994. College of Communication Professor Christopher Cakebread, an expert in controversial advertising, can discuss the dynamics.

Contact Christopher Cakebread, 617-353-3476, ccakebre@bu.edu

Free speech and tobacco regulation

Dick Taffe — Tue, 16 Jun 2009 14:27:57 +0000

A free-speech fight is brewing over part of the bill, which President Obama will sign, giving the FDA regulatory control over tobacco. It pits the public interest in preventing young people from smoking against the right of tobacco companies to advertise to adult smokers. School of Law Professor Tracey Maclin, a Constitutional law expert, can break down the battle lines.

Contact Tracey Maclin, 617-353-4688, tmaclin@bu.edu

GM’s post-bankruptcy ad campaign

Dick Taffe — Wed, 03 Jun 2009 15:03:30 +0000

General Motors is launching a post-bankruptcy advertising campaign targeting network TV, the Web, and Facebook, with the hook: “We’re not witnessing the end of the American Car. We’re witnessing the rebirth of the American Car.” College of Communication Professor Christopher Cakebread, an expert on controversial ads, can discuss GM’s gambit.

Contact Christopher Cakebread, 617-353-3476, ccakebre@bu.edu

Advertising bargains in a recession

Dick Taffe — Wed, 01 Apr 2009 14:04:47 +0000

Advertising Professor Tobe Berkovitz, associate dean of the College of Communication, says the recession means there are plenty of bargains to be had for advertising buyers, except on bona fide hits on broadcast and cable TV.

“There is a glut of media options, so the supply-demand chain favors advertisers rather than the media. Digital and social networks are where the action is, but even these are not drawing premium prices because they’re still trying to figure out how to monetize their popularity.

“The bargain basement of bargains are the newspapers. Print readership dropping like a rock, with bad press further driving down space costs. And local TV is begging for dollars with local news almost in as dire straights as their print counterparts. Magazines, meantime, are sinking.

“So where are the bargains to be had? Pretty much everywhere!”

Contact Tobe Berkovitz, 617-353-3447, tobetv@bu.edu

Microsoft’s new “PC-beats-Mac” ad a “no-brainer”

Dick Taffe — Fri, 27 Mar 2009 18:58:31 +0000

Advertising Professor Tom Fauls, a veteran of the ad industry, says Microsoft’s new advertising strategy emphasizing the lower cost of Windows PCs vs. Macs, is smart but may not gain much.

“For Microsoft to leverage the value issue in the depths of the recession is a no-brainer. This new spot is far less painful than previous campaigns (the Seinfeld-Gates spots are still wince-worthy, even as a memory).

“But the new campaign reinforces the status quo. Macs aren’t for everyone because you do need more money, and it helps to be confidant and cool. Apple doesn’t have the sales volume, but their more exclusive brand lets them keep those higher prices (and margins).

“The Microsoft campaign may be strengthening Mac’s grand attributes while driving a few more low-profit-margin PC sales.”

Contact Tom Fauls, 617-353-2355, tfauls@bu.edu

Dem’s Limbaugh assault backfiring

Dick Taffe — Thu, 12 Mar 2009 14:53:45 +0000

College of Communication Associate Dean Tobe Berkovitz, an authority on political advertising and messaging, says the Democrats’ campaign to use Rush Limbaugh to attack the Republican Party is backfiring.

“Rush is a handy punching bag for the White House and the Democratic attack machine, but the ‘Rush is the devil’ message and coordinated effort is starting to backfire in the MSN and the opinion-leader online press. The media is pulling back the curtain of the hit men and focusing on the hypocrisy of the Obama crew.”

Contact Tobe Berkovitz, 617-353-3447, tobetv@bu.edu