Eardley Factor Articles: Home: A Strategy Markedly
Improving the Probability of TV Marketing Success
The Eardley
Factor and You
Marketing Success
Do Your Ads
Match The Eardley Factor Standard of Excellence?
EardleyFactor
Confidently Predicts Bush Victory
Teresa Heinz-Kerry's
Democratic Disconnect
Why John
Kerry Lost
Fox
News 100 Ads Eardley Factor Evaluation
Sublime,
Subliminal, Secrets and Shambles
CNN 100 Ads Eardley
Factor Evaluation
MSNBC 100 Ads
Eardley Factor Evaluation
ABC 100 Ads Eardley
Factor Evaluation
Fox News
37 Ads Eardley Factor Evaluation
Hillary
Rodham Clinton, Our Next President
Eardley
Factor Gives Mrs. Snowball the "Cold Shoulder"
Predicting
Election 2008 Through the Lens of Eardley Factor Analysis
The
Race to the White House
Obama
on the Slide
`Walking
the Plank' or `Jumping Ship?'
McCain
Back from the Brink
Neuromarketing
the Next Big Idea?
Market
Research the Poor Relation
'Head
On' Proves the Point
Dollar
Woes Spell Doom
Smell:
The Sense We Neglect
Bits and
Pieces
Primary
Dyspepsia
Don't
be afraid of the 'Holy Grail'
Mother's
Milk Can Turn Women On!
For Love
or Money
When
Life was Brutish and Short
Is
Bob Prechter Right?
Torture?
What Torture!
Dollar
Weakness Now Critical
Telling
it like it is
Marketing Success: Accident or Design?
So 'Six Flags ' theme parks are down 4% on this time last year. We are not surprised. Some experts put it all down to the weather and additional pricing for premium rides. Not a bit of it.
Eardleyfactor analysts conclude that the culprit is none other than Mr. Six himself, icon of the Six Flags brand. His appearance,we strongly conclude, is a negative and leaves young audiences confused. Intermedia Advertising Group cite him as being amongst the top ten 'most recalled ads.' We would agree, but being recalled for all the wrong reasons, like being the most disliked manager in the plant, is hardly the image for which one would aspire. Mr Six must go. Now!
Independent 'Doner, Southfield Mich' creators of the current icon have more of the same in the can. One reportedly is a Halloween theme promising to galvanise 'excitement.' If our expectations prove accurate we predict that the new offerings are set to pancake.
Political Ads are set to reach new record-high spending by this November. The spend is reported to exceed by $300 million dollars the $1.3 billion spent during the 2000 election. Political 'ads' are generally regarded as being strongly 'negative,' but paradoxically very successful. We would contest this view.
Making a positive case for your preferred candidate and also pointing out the differences in the general philosophy of the two main parties is the more productive approach. We have seen the benefits of this approach in our working lives. The end result is generally a rational debate rather than one based on contrived and emotionally acquired beliefs. Of course, this is not about to happen anytime soon, so for the present it's more of the same.
Big players like Mark Serianne, CEO of Northlich Advertising, Evan Tracey of TNS Media and Carter Eskew of the Glover Park Group are currently speculating about how high the spend will soar this time around and the degree of additional premiums being extracted for prime time exposure. The debate continues.
Challenger Agencies are in the news again. Megaplayers P and G and Unilever are exposing long time favorite Ogilvie to the wind of competition for access to some of their global brands. Interpublic Group and Bartle Bogle Hegarty are two such challengers who are currently being allowed into the mix.
Competition is extremely successful in making efficiencies work in modifying universally accepted concepts like making an automobile -- but merely trying harder to be 'ever more creative' in areas of proven uncertainty like Advertising and Marketing ultimately produces more heat than light.
Until Agencies come to understand that advertising is 'science-based, ' laced with a layer of creative interspersion, then success in advertising for Television and Print will depend largely on luck -- or getting it right by 'accident.'
Eardleyfactor understands the science, together with being able to recognise and recommend deletion of those small negatives which render a $1m advert virtually useless.
This week in the U.K. the Top 100 Ads of all-time were aired by Channel 4. Our observations on this much-vaunted compendium is the subject of our next article.
Watch this space................
Robert Jack Eardley, M.D.
Robert Francis Eardley, Cert. Ed., B.A.
3366 Commodore Drive
e-mail: robertfrancis@eardley.org
Lexington, Kentucky 40502-3602
(859) 229-7714
For those interested e-mail
inquiry@eardleyfactor.com
or
robertjack@eardley.org