The worst environmental disaster to befall the United States. Ever.
The oil spill in the Gulf.
Yet at least one advertiser is taking full advantage of it with timely advertising.
It’s what animal rescuers use to wash away the oil on seabirds and turtles.
And in that sense it’s literally a lifesaver.
Over the past few years many aspects of the video production industry have been redefined. The way we shoot, edit and even think about projects have all been effected. And in the process I think certain language has taken on new meaning. I’m talking specifically about the phrase “broadcast quality.” It’s a term we all know, and I’m sure we all have used (I know I have). Most often we use this phrase to describe cameras, edit suites, etc. But what does it really mean today?
Broadcasting isn’t exclusive to over-the-air or cable television anymore. When a video racks up millions of hits on YouTube it’s hard to argue against the power of the Internet. Anyone can distribute a video very easily, and even the most popular vary in production value a great deal. So what does this mean? Allow me to use another cliché, content is king. You’ve heard it before, but it’s true. Without a solid concept or quality idea, no one will watch your video.
In 2007 Arbitron, the nation’s leading broadcast audience research company, launched a new program to better measure how many people are listening (or at least exposed) to individual media such as radio, television, online streaming, podcasts, etc. Portable People Meter (PPM) surveys were designed to not only more accurately portray listenership, but detail listener patterns as well. The PPM is worn like a pager and detects hidden audio tones within a station’s or network’s audio stream, logging each time it finds such a signal. The data is then downloaded
each night directly to a computer for evaluation. This method has proved to be much more accurate than the old handwritten diaries as it does not rely on a subject’s memory recall. This makes perfect sense as I would probably not think to list my daughters’ favorite radio station (WJZE 97.3FM) as one I listen to. But in reality my exposure to that station is greater than any other when I realize how often the kids are in the car with me.
“Incubate granular methodologies.“
“Mesh frictionless technologies.”
“Matrix enterprise schemas.”
Are simple words out of fashion?
That’s my guess as “Stanford-speak” reigns.
You can’t have failed to notice it. Or the fact that more and more marketing talk sounds like English but is often less understandable than a foreign language.
What does all this business jargon mean?
How many times have you heard that your brand is no longer what you say it is, but rather a synthesis of what customer and employee voices says it is. It’s probably true. The fact remains; a brand’s greatest assets are its customers. So what are some very basic things a brand needs to consider?
Embrace opinions.
