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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Friday, August 1, 2008

esthe wam beauty spa's armpit marketing lesson

there is a marketing lesson in that esthe wam armpit tv spot - it's called segmentation. we know that very well in marketing. we do it once in awhile, maybe every 3 years or when you're panicking that you can no longer get the desired increase in volume and share from the previous year.

in other disciplines (like war and politics), it's called "divide and conquer". but marketing people like single words, so we call it "segmentation". and that is what esthe wam did - they did a mapping (this can be literal, by the way) of the woman's body and developed services and products for each one.

there is a another "s" word for that, it is called specialization - each product or service specifically invented and developed for a particular body part ( never mind that the active ingredient and formula is exactly the same except maybe for the perfume and the packaging design. oh well).

doing as many and as little segmentation can be good business. it increases desire, there is specializati0n, encourages multiple purchases and builds loyalty. the cosmetic and beauty industry has exhausted all the body parts that we normally see and now they're going after all the body parts that are normally hidden from us.

segmentation and specialization - two, not just one lesson brought to you by the armpit. (please check the color of yours after reading this.)

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