{"id":5456,"date":"2013-02-28T09:54:32","date_gmt":"2013-02-28T13:54:32","guid":{"rendered":"http:\/\/blog.fitnyc.edu\/hottopicsinsider\/?p=5456"},"modified":"2020-01-21T18:54:29","modified_gmt":"2020-01-21T22:54:29","slug":"google-makes-mad-men-sad-men","status":"publish","type":"post","link":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/2013\/02\/28\/google-makes-mad-men-sad-men\/","title":{"rendered":"GOOGLE MAKES MAD MEN, SAD MEN"},"content":{"rendered":"

\"Brandpsych<\/a><\/p>\n

Print Media Commissions are not in Mad Men Visions<\/h3>\n
\"GOOGLE<\/a>
drawing by Art Winters<\/figcaption><\/figure>\n

In 2012, Google billed over 20 billion in advertising dollars.\u00a0 This was more than the total of all U.S. print media.\u00a0 What a contrast to what magazines and newspapers sold just five years ago!\u00a0 In 2006, print media sold 60 billion dollars more in advertising than did Google!\u00a0 How will this change brand marketing?\u00a0 This isn\u2019t your Mad Men\u2019s<\/em> day of advertising. (\u201cMad Men\u201d<\/em> is AMC\u2019s TV show based on Madison Avenue\u2019s advertising business and people in the early 60\u2019s.)<\/p>\n

So what does this mean for brand management performed by many of today\u2019s advertising agencies?\u00a0 Well, they had better get their act together.\u00a0 They need to deliver branding power that can compete or at least do co-branding with the Googles, E-Bays, Amazon.coms, and many others, which will keep coming down the Internet superhighway.<\/p>\n

The big question is how much of a threat is online advertising?\u00a0 Is it delivering the ROI experienced through print media advertising?\u00a0 It\u2019s vital to realize that Google, just 14 years old, is now taking in more ad revenue than print media, which has been here for over 100 years!<\/p>\n

However, it must be accounted that Google has a global operation, so this can\u2019t be simply analyzed.\u00a0 It must also be analytically figured that Google has seen a 15% decrease in ad Cost-Per-Click, CPC (the average fee that advertisers are charged for each clicked on ad) in 2012.\u00a0 But now, Google\u2019s CPC drop has slowed and perhaps turned the corner in January, as their CPC share increased due to click share on tablet devices. As more people are watching content across a variety of their mobile devices, Google has decided to pull out of its 5-year effort to build its TV Ads product.\u00a0 Since 2009, they have shut down similar services for print and radio advertising.<\/p>\n

Google is concentrating on beating Facebook in the sale of online display ads<\/em>.\u00a0 (Online display ads feature the advertiser\u2019s content message on a destination website, usually in a box on the top or side of the page.)\u00a0 The company is planning to lead web-search ads and online display ads that feature graphics, interactive communications and videos.<\/p>\n

Google\u2019s significant increase in display ads that concentrate on brand content is evidence that they have ambitious brand marketing goals.\u00a0 Now Google is building and developing plans for their advertisers to more efficiently buy across a multitude of sites.<\/p>\n

This is not only an important story for the online aspects of our businesses; it is also a good brand invention and reinvention story to watch in real time.\u00a0 <\/strong><\/p>\n

Where has Google been and where is it going \u2013 stay tuned\u2026 the next generation of Mad Men<\/em> is in the digital works….<\/strong><\/p>\n

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning<\/a> and SXR 050 Intro to Branding: The Art of Customer Bonding<\/a>.<\/strong><\/em>
\n<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Print Media Commissions are not in Mad Men Visions In 2012, Google billed over 20 billion in advertising dollars.\u00a0 This was more than the total of all U.S. print media.\u00a0 What a contrast to what magazines and newspapers sold just five years ago!\u00a0 In 2006, […]<\/p>\n","protected":false},"author":263,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"post-templates\/post-middle-column.php","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[8597,8600,8577],"tags":[9293,8598,8581,73,8592,23482,23481,12347,7720,7534,9283],"class_list":["post-5456","post","type-post","status-publish","format-standard","hentry","category-brand-management","category-inside-retail","category-small-business","tag-advertising","tag-branding","tag-global-business","tag-google","tag-marketing","tag-online-advertising","tag-print-media","tag-roi","tag-technology","tag-trends","tag-viral-marketing"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p1v7EM-1q0","_links":{"self":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts\/5456","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/users\/263"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/comments?post=5456"}],"version-history":[{"count":0,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts\/5456\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/media?parent=5456"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/categories?post=5456"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/tags?post=5456"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}