D S Simon Vlog Views

Stuart Elliott, Advertising Columnist for The New York Times, discusses the role of PR and advertising in the marketing mix and how to market in a recession.

Some of Stuart’s VlogViews:

“Several times I’ve written about campaigns…and it turns out there’s no advertising agency on record involved. The PR agency is the lead agency; and they’re the ones who are doing the quote-unquote advertising.”

“It’s sort of hard to tell where advertising starts and PR ends, or where the new media come in and where the old media step back. It’s being thought of in a much different way now. A lot of those lines are blurring or being erased completely; and as a result, a lot of agencies, a lot of marketers are scrambling to try to adjust to these realities.”

The shift to an opt-in culture “is a challenge for everybody, because you have people saying, ‘I’m not going to have this commercial wash over me; I’m going to choose when and where I want to be interrupted’…It’s the consumer who decides if he/she wants to engage.”

On the current economic crisis: “The question is whether these particular tough [economic] times are so unique and unusual that some of the traditional rules are not going to be effective in this climate.”

Stuart’s New York Times Page 

Stuart’s Blog
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Search Terms: Stuart Elliott, The New York Times, social media, In Advertising, marketing, Advertising 

Deborah Brozina, Consultant to McGraw Hill and Managing Partner of the media technology-consulting firm, Making Change Productions, discusses her experience with preparing and executing Web video campaigns. Recorded at the Business Development Institute’s Web Video Roundtable Breakfast.

Some of Deborah’s VlogViews:

“When it’s professionally produced content, I am not seeing a problem with pre-roll, or any other advertising. They get it. It’s worth their time, that’s the tradeoff they’re willing to make.”

“If you look at television today and cable stations who shall remain nameless who are using lower third advertising extensively, it gets very very invasive to your viewing experience. Pre-roll is actually less invasive if it’s kept short and sweet and if it’s creative.”

“When you do your player design, having supporting media around it helps a lot. Not everybody goes to full screen immediately, quite the opposite, because they’re sitting there in between work and so they need it to be a little less invasive. You’ve got an advertising block right next to the video so you’re getting a whole length of impressions during the length of that video.”

Search Terms: Deborah Brozina, Making Change Productions, McGraw-Hill, Business Development Institute, Web Video, Film Production

McGraw-Hill

Mark Hass, World Wide CEO of MS&L, discusses his views on paid media, the distinction between buying commercial time and product placement and the role of PR agencies in social media.

Some of Mark’s VlogViews:

“The whole issue of paying for play, paying for editorial coverage as opposed to earning that media coverage which is what the public relations industry does, it [the issue] is really at the core of our media relations function.”

“Product placement is fine as long as there is transparency around it. When you try to sneak something in, I think it’s a little more troubling, than if there is disclosure on what’s going on.”

“The one important area that has emerged over the last year or two and I think is going to get more and more important is the management of social media. The way companies and brands interact inside the space of social media …I think PR agencies play an important role in managing those relationships.”

Manning Selvage & Lee

Search Terms: Manning Selvage & Lee, Mark Hass, product placement, MS&L

Joe Marchese, co-founder and President of SocialVibe, discusses the changing role of ad agencies in the social media environment and how his company responds to and facilitates those changes.

Some of Joe’s VlogViews:

“Social media isn’t a conversation between a person and a typical publisher, it’s a conversation between a person and another person, who also has a parallel life as a publisher. There is no question that as we move closer to this model that all media becomes earned media.”

“What we are saying is that one hundred percent of the publisher’s share should go to the people, and then that gets divided up how they want. The ad network side is what really deals with the brands and helping them get into social media.”

“When you start asking people to share your brand, all of a sudden your beginning to realize your source of media that is spreading your message is also your consumer, which means you can ask them questions…Look at the results of what you are doing, advertising becomes inherently measurable.”

Check out Joe’s blog for Online Spin, published by Mediapost, a leading online news and social networking resource.

SocialVibe

Search Terms: social media, socialvibe, joe marchese, advertising, charity, mediapost, online spin