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Philips Keeps It Simple

Philips is changing advertising. In this week’s issue of Time, they’ve paid to move the Table of Contents to the first page of the magazine. The Table of Contents normally resides somewhere on the 52nd page of the magazine, in between one ad for Viagra and another for Tampax.

On the inside front cover, across from the Table of Contents, readers will see the Philips logo and the copy: “Simplicity means not letting complexity stand in your way. It starts with the Table of Contents on the first page. And it continues with the last page where you'll see innovative products that will change the way you live."

Several other publishers rejected the Philips Table of Contents proposal, and the deal with Time took several months to broker.

Last October, Philips paid about $2 million to be the sole sponsor of 60 Minutes. The company opted to forego long commercial breaks, giving time back to the program for longer stories. Most of the country didn’t notice, as they were either not watching 60 Minutes or too old to stay awake through the entire program.

In March, Philips had to scrap plans for pre-movie advertising in theaters because the advertising vendor, Screenvision, rejected their proposal and refused to negotiate. Philips had hoped to pay for all the advertising time before the movie and cut it, so that viewers could watch their film sooner.

Philips is very smart. They’re taking a big risk in doing something so different, but I think it’s going to work. Advertising is about building brand preference and brand loyalty. Good advertising can sometimes do this. Great advertising always does.

Running bad advertising is like taking an enormous wooden mallet and driving the audience into the ground like a railroad spike. It’s most car dealership advertising and the Cialis ads. It’s an assault on the viewer and advertisers who do it should be punished with something akin to whatever you get if you push an old women off a curb. Into traffic.

Good advertising is like a freak working for change in the city square. If he does something cool, like licking his own spine, you might watch for a little while and you might give him some change. But you’re not going to stand in the square waiting for tap dancing midget to come along and put on a little show. Good advertising entertains. Viewers kinda like good advertising. If they remember it when they’re in the store, they might buy the product.

Great advertising is like being given fancy cheese by a guy in a tuxedo. That is, if you’re into cheese. Great advertising makes the audience’s life better. And this Philips stuff is great advertising. Nothing could build more brand loyalty than this. Well, maybe free fancy cheese from a guy in a tuxedo.

1 Responses to “spike”

  1. # Anonymous james

    I'm not really into cheese... but I'm now into phillips. A lot. That's great advertising.  

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