Tag Archives: Death

Give Me Liberty AND Give Me Death?

Give me Liberty and give me Death?

Give me Liberty and give me Death?

This past Sunday, as I enjoyed a bagel with a schmear, I caught up on the news of the week. I read the New York Times and the local Newark Star Ledger. It is no secret that the newspaper industry is in a real (not virtual) death spiral due to its continual loss of advertising revenue. The fact that some of these same papers have some of the most trafficked web and mobile sites has done little to stem this river of red ink from the nations presses.

The demise of the our nation’s traditional print media is all the more ironic since much of the thoughtful, original news reporting that the Internet so eagerly scoops up is created by the same companies that the Internet and digital media are destroying.

With this as our backdrop, I want to point out a significant problem with advertising, whether it’s printed in the Sunday Newspapers or published on the Web.

The problem is proper targeting. Getting your ad to the right audience, at the right time and in the right context.

Exhibit A:

page1bBelow are photos of the front page and page two of the Newark Star Ledger for Sunday April 26, 2009. The lead story is the ever-increasing Swine Flu epidemic that originated in Mexico. The page one story continues on page two with a large picture of Mexican Nuns wearing surgical masks. The second story on page two concerns the spread of the Mexican Swine Flu to New York.

The most prominent ad on this same page is………

Liberty Travel page2to Mexico.

Clearly, someone at the Star Ledger was going for context sensitive advertising and matched the words Mexico in the feature story to Mexican vacation travel. How effective do you think a Mexican travel ad is these days? How much damage was done to the Liberty Travel Agency by having its Mexican Travel advertisement associated with perhaps the worse Flu pandemic since 1918?

Whether this was a machine driven algorithm or a soon to be fired intern who determined the ad placement, an improperly targeted ad can be more than just a waste of valuable marketing dollars, it can actually injure a company’s reputation.

Exhibit B:
Since I did not want to unfairly single out the newspaper industry, I also searched the Internet with terms such as “Mexico Flu”, “Mexico Travel: and “New York Flu”

The first set of interesting results I got were on the website “How Stuff Works?”

The snapshots I show below are very interesting groupings for included Google AdWords advertisements. In both cases, a travel ad is intermingled with ads touting the flu breakout and flu prevention. How impactful will those travel ads be? While not quite as egregious as the Liberty Travel example, it is clear that the Google Adwords targeting algorithm does not exercise the important trait of common sense.

nyflumexflu

 

Exhibit C:
My next example comes from the New York Daily News website. Here we go again!daily
There are several stories highlighting the danger of traveling, especially by air. The Swine Flu epidemic is spreading worldwide and what are the major ads on this page?

Delta Airlines and worldwide travel.

Not only is this a waste of advertising budget, it is socially irresponsible.

In all three cases negative editorial content is supported by ads for companies, which are completely out of sync with that content. Touting travel in general, and especially travel to Mexico, in the midst of several stories demonstrating the severity of an epidemic in Mexico is ludicrous.

Exhibit D:
In case you thought I would not include the paper of “All the News that is fit to Print”, I also searched the New York Times website for articles on Mexico. The result of that search is shown below:

picture-11Once again we have travel ads to Mexico. I was actually wondering if there could be legal liability for promoting travel to a destination with a public health crisis and a deadly virus?

For advertising to be effective, and have a substantial ROI , AND not be destructive to a company’s image, the ad must be precisely targeted to the target audience.

This is true regardless of advertising medium.  Print, Web, Mobile – the same rules apply.

Advertise to your precise audience with a product they are presently interested in purchasing.

This is very simple. For the three cases I mentioned above, take out the travel ads and place ads for hand sanitizers, surgical masks and health services.

The key is getting the right ad to the right person, in the right context and at the right time. You do all of this and you have an Ad that should have a nice ROI.

If you don’t target your ad correctly who is the Swine?

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Filed under advertising, Content, Flu, Google, Mexico, mobile, mobile advertising, New York, Newspapers, Swine Flu, Travel

Grateful Dead (People) – Pay for Ringtones, Forever!

hlg_phonedeath

There were several human-interest stories in the mobile world last week.  The one that has to jump to the top of the list was reported by  Diane Mapes of MSNBC.  It seems that a new trend is for people to be buried with their cell phone, iPod and other tech gadgets. 

The article points out that this practice is as old as the ancient Pharaohs bringing their booty to the great beyond.   Some relatives have even gone as far as to continue to pay the phone bills of the deceased.  N0  “dead ringers” for this gang.  This got me thinking,

What a great idea for the ringtone subscription business!!  Sell a monthly subscription of $9.99 for a phone that is six feet under.  Talk about “Life” time value of a subscriber!

So, I just could not resist cranking up some “Grateful Dead” and producing the industries first top ten ringtones for or dearly departed’s phones.  With a little tongue in cheek , here we “go”.

Number 10:

“Casey Jones” By the Grateful Dead

There are several potential ringtone’s from this one song, here is the best:

Trouble ahead, lady in red,
Take my advice you’d be better off dead.
Switchman’s sleeping, train hundred and two is
On the wrong track and headed for you.

Number 9:

“Hello, Goodbye” By the Beatles

“You say yes, I say no
You say stop and I say go go go, oh no
You say goodbye and I say hello
Hello hello
I don’t know why you say goodbye, I say hello
Hello hello
I don’t know why you say goodbye, I say hello”

Number 8:

“Kiss me through the Phone” by Soulja Boy

Girl you know I miss you
I just wanna kiss you
But I can’t right now so baby kiss me thru the phone
(kiss me thru the phone)
See you later on..
Kiss me thru the phone
(kiss me thru the phone)
See you when I get home

She call my phone like
(da da dadadada da da dadadada da da..)
We on the phone like
(da da dadadada da da dadadada da da..)
We taking pics like
(da da dadadada da da dadadada da da..)
She dial my number like
(da da dadadada da da dadadada da da..)

Six seven eight triple nine eight two one two
(678) 999-8212

Number 7:

“Yesterday”  By The Beatles

Yesterday,
All my troubles seemed so far away,
Now it looks as though they’re here to stay,
Oh, I believe in yesterday.

Number 6:

Break on Through to the Other Side” by the Doors

You know the day destroys the night
Night divides the day
Tried to run
Tried to hide
Break on through to the other side
Break on through to the other side
Break on through to the other side, yeah

Number 5:

“No Air” – By Jordan Sparks and Chris Brown

[Jordin]
If I should die before I wake
It’s cause you took my breath away
Losing you is like living in a world with no air, oh

[Chris]
I’m here alone, didn’t wanna leave
My heart won’t move, it’s incomplete
Wish there was a way that I can make you understand

Number 4:

Viva La Vida – By ColdPlay

I used to rule the world
Seas would rise when I gave the word
Now in the morning I sleep alone
Sweep the streets I used to own

I used to roll the dice
Feel the fear in my enemy’s eyes
Listen as the crowd would sing
“Now the old king is dead! Long live the king

Number 3:

“Only the Good Die Young”   by Billy Joel

They say there’s a heaven for those who will wait
Some say it’s better but I say it ain’t
I’d rather laugh with the sinners than cry with the saints
the Sinners are much more fun…

you know that only the good die young
oh woah baby
i tell ya
only the good die young,

Number 2:

“Stairway to Heaven” –  by Led Zepplin

(Ringtone is the song Intro)

And my top ringtone for calling departed loved ones is…..

“Help!”  -by  The Beatles

Many possibilities for ringtone hooks in this song!

Help, I need somebody,
Help, not just anybody,
Help, you know I need someone, help.

While this was just for “phun”  – don’t be surprised if you see a list like this marketed on the Internet by some ringtone company!

If you want to add to this list – just add them to my comment section

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Filed under Apple, Content, Hip Hop, Hip Pop, mobile, Music, Pop Music, Ringtones, wireless