Exclusive outtakes from industry leaders
Old media still works for advertising- Newell Rubbermaid marketing chief
Who says advertising spending is heading in only direction: the net? A bunch of retailers such as Zales Jewelers and VF (they own The North Face, among other brands) have said in recent months they would focus some more on TV advertising. They’re not the only fans of traditional media among consumer product companies.
The marketing chief of Newell Rubbermaid, the maker of of Sharpies pens among other products, told the Reuters Global Retail Summit that TV is still the best medium.
“It’s still the quickest reach vehicle, ” said Ted Woehrle. “If you want to tell someone about a new product, and you want to tell them fast and get foot traffic into stores- there is still no more effective medium.” Part of TV’s appeal is that it takes so long to build up impressions online, he said.
Woehrle, a 28-year veteran of consumer marketing, is also a fan of print: ”From an advertising standpoint, I really like the print medium- there’s something about the tactile benefits of holding a magazine or newspaper in your hand.”
“In certain places we’re discovering old media is actually pretty good for us.”
Online might be growing as a medium, but it seems it’s not the be-all, end-all for advertisers.