today's AMAZING TV AD : honda's "cog" 2 minute tv spot

for more on this, go to this post :; april 14 post.
the inspiration is mount pinatubo when some years ago, all of a sudden, after decades of being dormant, it decided to erupt, spewing debris and ash several kilometers high, blowing ashes to float everywhere, far and wide, turning the skies gloomy gray as far away as metro manila, hundreds of kilometers away, covering metro manila streets and rooftops with thick ash. the pinatubo eruption was so powerful that its ashes changed the color of sunsets not only in the philippines but also worldwide.

that's what happens when clients and advertising agencies decide to run ads not worthy to be called advertising. its dark, its huge and very irritating and unfortunately, everywhere!

all they are doing is wawam! what a waste of advertising money!

here is a first row view of Philippine Advertising and Philippine Marketing.

mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away

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Saturday, May 24, 2008

the importance of understanding the target audience

tv shows like the american idol is very much like products that advertise - they are going after an audience. both need to understand the demographics and psychographics of their intended target audience. the need for an audience demands a need for understanding them.
the difference lie in the flexibility one enjoys or its limits on what it can do to it's product. in a sense, tv shows have a little more flexibility in altering their product than consumer brands. they can reformat, from minor to major like change stars or hosts, change story plots, etc. consumer products do not have that luxury of change flexibility.
tv shows can be very unforgiving too. the tv ratings immediately tell you if you are doing something right or something wrong. consumer companies may not have the same kind of speed in getting feedback.
for reality shows like the american idol, the smart contestant is the one who takes audience demographics and psychoigraphics to heart although in the real world that might be too sophisticated or too complicated for most of the contestants. that function in some ways is being performed by the judges who more often than not not just give comments on the performance itself but also on what the audience think.

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