Although the Cadbury's Gorilla advert on TV looked like the worst kind of pencil-chasing activity, it became a lot more interesting to me when I noticed how popular it is online. Is it an example of using TV to primarily launch activity on the web? After all the advert itself does have that Heavy-style sociability quality. Then over the weekend this article about agency-du-jour, Fallon, which made the ad, and their 'bi-lingual' approach made me wonder if this 'straight-to-web' TV strategy was more than just an accident. Pretty interesting if it is, especially if they are using it to hoooover up budgets by streeetching tired paid media metrics - regardless of the affect on actual sales.
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January 14, 2008
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Good timely topic.. The author points to a number of factors that very important.
If you are interested in PR and WEB advertising metrics, check this web-site to learn more about Metrics
http://www.business-development-metrics.com
Posted by: Kelly Stuart | January 15, 2008 at 07:58 AM