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30 July 2005
How to spend your advertising dollars? Not this way...
Have you received your Yellow Pages in the post box yet? I must say that the company has become more innovative in ensuring their advertisers continue to spend with them. Now that it's delivered in the post, they can confidently claim a 365-day island-wide reach.
However, I was puzzled by the fact that Samsung had advertised on the yellow envelope bag that the telephone directory came in. For the advertising dollars spent on the plastic envelope, I wonder what was the effectiveness? I took a cursory glance at the face of a man on the envelope bag which had nothing to do with Samsung's core business at all. I had retrieved the directory from the postbox and was about to throw the plastic envelope bag away immediately since it was redundant. Potential readership, me alone. What was Samsung trying to sell?
I think integrated advertising is a smart thing (same layout, same ad every time) . However, in this case, the Korean company could have come up with a more attention-grabbing ad. A picture of their latest, most beautiful mobile phone or washing machine would have been more effective. The man was too generic. The medium too transient for wordy advertising.
The envelope would have also been a great medium to publish an offer or a coupon so that people would keep the bag and present it at some retail outlet to redeem for a giveaway / promotional gift. Sad to say, the advertiser did not fully utilise the capability of this medium.
Perhaps next year, Yellow Pages could look at using this medium to promote a national awareness campaign - like recycling in this case. Recycle the bag to hold other items, or fill the bag with some recyclable items and exchange it for some unique gifts. This would create social awareness and positive branding for the companies who undertake this project.
Angela Sim, 30 July 2005
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July 2005
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