Wednesday, December 31, 2008

Made to Stick: The Anti-Slogan Argument

Fastcompany Dec 08
By: Dan Heath & Chip Heath

You might think that a slogan is a modern concept, but the Oxford English Dictionary traces the word back to the year 1513, referring to a battle cry of Scottish Highlanders. The Scottish clans liked their slogans so much they would often display them on their coats of arms. The Donnachaidh clan's slogan was "Fierce when roused." The Cameron clan: "Sons of the hounds, come here and get flesh." Another clan: "Dammit, it's not a dress, it's a kilt." (Just kidding.)


Billionaire Blowups of 2008

Dozens of the world's wealthiest lost billions in recent months, but these 10 distinguish themselves for some of the biggest flops.

It was a dreadful year for the world's wealthiest as markets and currencies around the world tumbled.


Tuesday, December 30, 2008

Happy New Year!

All the best to you and your family in 2009!

Mitch Drew

Why Local Sports May Pay Off for Marketers

During Difficult Times, Investing in Community Events Can Win Consumers

By Jack Neff
Published: December 29, 2008

BATAVIA, Ohio ( -- Marketers have it wrong, according to Richard Luker: In a time when consumers are hunkering down in a bad economy, they yearn for the community of local events rather than the big national ones advertisers gravitate toward. And at a time when people are making and maintaining friends virtually on the internet (and marketers put more spending there), people actually need more social networking the old-fashioned way -- face to face.


Monday, December 29, 2008

Crisis? What crisis? Most Canadians upbeat heading into 2009: Poll

OTTAWA — A new poll suggests a significant majority of Canadians remain optimistic as they look ahead to 2009 - notwithstanding all the gloomy talk about a looming recession.

The Canadian Press Harris-Decima survey found that 58 per cent of respondents were upbeat about the coming year, and only 21 per cent were pessimistic. Another 20 per cent said their outlook was neither optimistic nor pessimistic.

Ironically, the poll found less cheer among the wealthiest respondents - those earning a family income of more than $100,000 a year - than among those earning less than $60,000.

In the lower income bracket, fully 61 per cent said they're looking forward to 2009. That compares to 54 per cent among high-end earners.

Losses on the stock market, or from retirement savings, may have impacted higher-income earners more.

Fewer than one third of overall respondents said their net worth had declined in 2008, while 42 per cent with household incomes above $100,000 said their investments had dropped in value.

The poll of more than 1,000 respondents was conducted Dec. 21 to 24 and has a margin of error of 3.1 percentage points, 19 times in 20.

Sunday, December 28, 2008

NBC Nixes 'Shared' Super Bowl Ad

Cesario Migliozzi proposed to buy a slot on the game and resell the time to eight different advertisers

By Steve McClellan

NEW YORK A day after remaining silent on the issue, NBC said today it would not allow a spot in the upcoming Super Bowl with multiple advertisers.

Yesterday, Los Angeles-based ad shop Cesario Migliozzi said it was discussing a plan with the network in which the agency would pool eight advertisers to jointly buy at least one of the remaining Super Bowl spots.


Ed Note: Cesario Migliozzi came out with a statement yesterday claiming that they are going to sue NBC over this article...MITCH-TV will keep you posted. MD

We spent big and in cash

27th December 2008

Bleak economic times failed to stop Canadians from swiping their debit cards more than 15.9 million times on Tuesday -- the busiest shopping day of the year.

That total is 300,000 swipes greater than the busiest day last year, which fell two days earlier on Dec. 21. The statistics were released yesterday, so it was impossible to include Boxing Day activity in this year's total.


"Canadians love their debit and we are one of the leaders of the world's use of debit," said Caroline Hubberstey, public and government affairs director for Interac, which released the statistics.

"We saw people use Interac as a budgeting strategy, because they were using money that they had."

Ontario this year came second-last of all the provinces for most debit use at 0.47 transactions per person -- adding up to $330.5 million. The biggest shoppers were found in Prince Edward Island -- 0.74 transactions per person -- and Newfoundland -- 0.73 transactions per person.


Grocery stores hauled in over $219.5 million for holiday dinner supplies, while people spent $180.6 million on specialty clothing.

Consumers also spent $121.5 million at department stores; $64.9 million at booze outlets; $64 million at gas stations; and $30.8 million at bars and restaurants.

Interac statistics showed that Canadians power-shopped during the final days before Christmas, swiping their cards nearly 40 million times between Dec. 21 and 23.

Will trends continue into the new year?

"We know the figures now," Hubberstey said. "We watch them year over year and time will tell in 2009."

Friday, December 26, 2008

Still much to be grateful for

© Copyright (c) The Calgary Herald

December 26, 2008

Rarely has a holiday season seemed less infused with good cheer. Job losses are mounting, the economy is pitching and gasping like a hooked trout and Canadians' personal finances are stretched to the limit. For many people, who woke up on Christmas morning to find coal in their stockings, this would only be par for the course. And yet, 'tis the season and despite the low-hanging dark clouds, there are many reasons for Canadians to be grateful for what they have. Take the credit crunch.

Commentary on the current troubles clumps at the negative end of the spectrum, with plenty of pundits describing the situation in the direst of terms as a once-in-a-century crisis with the potential to drag on indefinitely, saddling countries with"lost years"of zero growth. One might imagine the world is teetering on the edge of the Great Depression, the Sequel, but this is not so.

During the Depression, more than a quarter of Canadians were out of work and both Canada and the United States saw declines in gross national product close to 40 per cent. Governments at the time firmly believed financial aid would weaken the national character and did little but raise tariffs (choking trade) and make rosy predictions that the worst would soon pass. Then-prime minister R. B. Bennett cut back spending while to the south, president Herbert Hoover callously held up relief bills and, when asked why so many jobless people were hawking apples in the streets replied, "Many people have left their jobs for the more profitable one of selling apples."

North America has no such governments. Canada and the U.S. both dipped into their respective treasuries and offered billions last week to automakers to preserve jobs. The United States has al-ready poured hundreds of billions of dollars into the economy and the Canadian government will follow suit (albeit on a smaller scale) when Parliament reconvenes in January. Asia-Pacific Economic Co-operation member nations, including Canada, also pledged last month not to resort to protectionism, freeing faltering economies from one of the worst Depression-era mistakes. With the news this week that trade barriers are starting to rise a bit despite these promises, leaders must re-commit to living up to their pledges.

Concerned leadership is not the only thing we have to be grateful for. Other parts of the world are beset by troubles which ought to make Canadians appreciate our country for the tranquil oasis it truly is, despite its economic troubles.

Eight Marketers May Share Super Bowl Spot

A Los Angeles shop is in discussions with NBC to purchase one of the network’s remaining Super Bowl slots in order to re-sell the time to eight different advertisers.

The move, which would allow marketers to share the steep price of appearing during the big game, would be a first for Super Bowl advertising, writes Adweek.

The shop, Cesario Migliozzi, has several advertisers who have expressed interest. It has set a deadline of Jan. 5 for advertisers to sign on and pony up $395,000. The cost covers the $3 million Super Bowl nut, leaving $160,000 for production.

The creative concept for the ad is still being developed. Advertiser logos would remain on the screen throughout the ad; advertisers would also be included in a website that would remain up for a year.

Unprecedented economic woes have caused at least one advertiser to bail out of the Super Bowl this year. FedEx has announced that, for the first time in 12 years, it will not run an ad during the game. NBC is said to have eight to 10 spots left to sell; observers say that NBC may have a difficult time selling the remaining slots, according to Brandweek.

Monday, December 22, 2008

Talk Radio Edges Past Country as Most Popular Format
Dec 22, 2009

Changes are afoot for talk radio. Television talk show host Joe Scarborough is starting a radio show, while Bill O’Reilly is ending his run. Fred Thompson, Law & Order star turned presidential candidate, will begin hosting a two-hour show on Westwood One in March.

Meanwhile, the talk format ranked as the most popular radio format in the U.S., surpassing country music for the first time ever, according to The New York Times. Talk news has been added to 40 stations in the last year, for a total of 2,064 stations using the format - up from just 1,500 ten years ago.

Those stations are increasingly relying on syndicated programs from Premiere Radio Networks, ABC Radio Networks and other syndicators.

On the other hand, talk generally becomes less popular the year after an election, says Maja Mijatovic, vp and director of national radio for Horizon Media. Still, between the economy and renewed interest in the presidency, talk is likely to remain a popular format.

Other changes in talk radio include conservative commentator Monica Crowley entering weekday syndication through the Talk Radio Network and CNN anchor Lour Dobbs signing new affiliates for a three-hour afternoon show.

Network radio ad spending slipped 3.5% through the first three quarters of the year, compared to the same time frame in 2007, per Nielsen. Overall radio industry revenue plummeted for the 19th straight month in Nov., down 20% compared to the same month last year. Local revenue slipped 21%, while national was down 24%.

Buyers Ask Networks for Deals, Nets Refuse (for Now)
Dec 22nd, 2008

Media buyers are asking TV networks to reduce pricing - both in the scatter market and for ad time booked during the upfront - but the networks are saying there’s enough demand in the market that such discounting isn’t necessary.

“While we recognize the concern in the marketplace, our clients continue to receive excellent value from our partnership and their upfront deals,” Jon Nesvig, Fox Broadcasting’s president of sales, is quoted as saying in TV Week. Nesvig says there have been no renegotiations, pointing out that, in fact, the network’s scatter market in fourth and first quarters has been at or above upfront pricing.

That may change, however, if the economy continues to worsen. One buyer, having heard that many clients plan to exercise their options to cut back upfront buys by as much as 50%, predicts the second quarter will be a “disaster.” Just how bad breakage in the second quarter will be should be apparent by mid-January, as that is when advertisers usually need to let networks know their cancellation plans.

Cancellation for the first quarter was slightly higher than a year ago, according to media analysts.

Meanwhile, despite what Nesvig says, pricing for fourth quarter scatter is slipping. Some networks are selling at between 5% and 30% below upfront pricing. That news isn’t as negative as it sounds, however, as many networks sold a larger than normal amount of prime time inventory during the upfront and don’t have much inventory left to sell.

The Super Bowl is the biggest TV program for the first quarter, and has not yet been affected by the economic crisis. Come January, that could change, as advertisers can still make adjustments to their Super Bowl buys.

Estimates say NBC has only eight to 10 spots left in the game, which the network is reportedly selling at $3 million per :30 spot.

Sunday, December 21, 2008

Cutting Advertising Could Backfire In Recession

Research Agrees

Roland S. Vale conducted the very first study on aggressive advertising during recessionary times in 1927. Vale found that advertising could help a company maintain or even increase profits during a recession.

The results still hold true today.

While it is tempting to cut costs during times of trouble, its long-term consequences may outweigh its short-term benefits.

Companies with an aggressive advertisement budget during the early 1980s recession increased sales and profits by up to 256 percent in 1985. Sales and profits were up during the recession and for three years after an upturn of the economy. In addition, performance took a dive at firms that slashed advertising and other marketing investments, according to a McGraw-Hill Research analysis of 600 companies.

“An overwhelming majority of American executives (86 percent) agreed that companies that advertise in a down economy stay more top-of-mind when purchase decisions are made, and create more positive impressions about the commitment to their products and services,” according to Guy Consterdine, an independent media consultant.


Has the bling lost its lustre?

Dec 20, 2008 04:30 AM

Global credit crunch puts serious dent in culture of conspicuous consumption

Luxury is out.Parsimony is in.

With a global credit crunch chopping the wealth of the world's billionaires, it's no longer fashionable to yak on the Prada phone while burning carbon in the Gulfstream G550.


Saturday, December 20, 2008

General Mills Boosts Ad Spend 21% YTD

General Mills Boosts Ad Spend 21% YTD

General Mills has increased its marketing commitment by 21% year-to-date; for the second fiscal quarter, the company has increased advertising spend 10% over the same quarter last year.

CPGs are expected to increase ad spending overall, as consumers cut back on dining out, writes Adweek. Between January and September 2008, packaged-foods companies increased measured media spend by 6%, per TNS Media Intelligence. Kraft Foods was the biggest spender.

A new campaign for General Mills flagship Cheerios brand’s Banana Nut Cheerios will see dollars going toward daytime broadcast and cable TV, and to print pubs like Reader’s Digest.

Monday, December 08, 2008

Display Ads Put Searchers in a Branded State of Mind

Display Ads Put Searchers in a Branded State of Mind

A Specific Media study finds the presence of display advertising significantly affects click-through and search style across both paid and organic searches.

In the “travel and tourism” category, display advertising engendered a 274% lift on both paid and organic search. A 260% lift was seen on searches in the realm of “health,” while “personal finance” saw a 206% increase, writes MarketingVOX.

“Automotive” and “news and media” enjoyed a 144% search lift, while “property and real estate” demonstrated 125%.

“Consumer packaged goods” saw the slightest increase — 22%. And in “retail,” display advertising drew just a 69% lift in search.

Findings suggested consumers exposed to display ads are more likely to search for brand terms (like “BMW”) and segment terms (like “635 CSi”) than unexposed ones, according to Specific Media.

The research tracked 60 Specific Media campaigns, then integrated its findings with 12 months of “ad effectiveness” data backed by comScore, MediaPost writes.
Recently, Yahoo announced plans to incorporate Search Assist into its Image Search function. Search Assist will serve image previews — intended to encourage specificity — as users type in their queries.

Specifc Media
Marketing Vox

Mitch Drew
Elton Media
604-913-1001 ext2

Tuesday, December 02, 2008

Wednesday, November 19, 2008

What to do during tough times?

To advertise or not to advertise during these tough times!

Mitch Drew
Elton Media


One of my favorite quotes is from the great Winston Churchill. Most people remember his famous "Never, Ever, Ever, Ever Give Up" speach.

I like when he said "If your going through hell, keep going"! It's easy to recognize opportuntities at this time of low stock values, properties in foreclosure and bargains on every corner but if you don't have any available cash, the opportunity means nothing to you.


If you are a business that is looking at cutting costs, the first thing you look at is your advertising and marketing budget. You might look at your sales efforts as well and reducing expenses like travel, trade shows and face-to-face time spent with customers and potential customers.

All businesses need to do what is needed to survive, but history shows us that a number of companies will take full advantage of this soft market and use it to their advantage.


If all of your competition is cutting their marketing budget and 'retreating' in this time of uncertainty, your company can 'come up the middle' and gain more mind share for less money. $1 of advertising will look like $5 in the current market. Audiences are still watching TV, listening to the radio and consuming other media while the cost of the advertising is LESS during tough times.


During strong economic times, companies that sell advertising tell YOU the price that it costs. The stage is crowded and your message is grouped in with every other advertiser trying the squeeze their message through the crowded media mix. During soft NOW, your message will stand out and you pay less money for more audience exposure!

General Motors and Proctor & Gamble are out right now. When they are IN, they drive the rates and demand for advertising up. Your brand has the opportunity to take a smaller, workable advertising budget and make it look like a large, major league budget.


You may want to book longer term contracts with media suppliers and lock in lower rates. Just like your mortgage, it's great to lock in LOW and take advantage of a soft ad market at this time.


Advertising has worked in the past and it still works now. It costs less today and the opportunities are many. So if you plan on being in business in 2009...feel free to adjust your advertising budget but DO NOT eliminate it. A few dollars well spent now will fuel the fire while this economy comes around.

For more information on how YOUR business can take advantage of these tough times contact:

Jon Elton
Elton Media
604-913-1001 ext1

Mitch Drew
Elton Media
604-913-1001 ext2

Sunday, July 27, 2008

Elton Media shoots new Budget Brake & Muffler TV

VANCOUVER - Vancouver Canucks play-by-play announcer John Shorthouse was on hand last week along with a number of Budget Brake & Muffler owners to shoot new TV creative for the 2008 - 2009 TV season.

Here are a couple of stills from the shoot. The new series of 15sec spots will debut in the 2008 Beijing Olympics on CBC starting August 8th.

For more information contact:
Jon Elton
Elton Media
604-913-1001 ext 1

Monday, July 14, 2008

Product Placements Acquire a Life of Their Own on Shows


In the season finale of “CSI: NY” in May, the show’s characters gathered around videoconferencing screens to share information about a shooting. “She wants everybody on a TelePresence call,” says an investigator, Lindsay Monroe. “O.K., we have a full house, network’s secure, you’re good to go, Stella.”

The unlikely supporting player in the episode was Cisco Systems, which wanted to show off its TelePresence videoconferencing system. Cisco’s on-air cameo may seem puzzling to viewers more familiar with product placements for soft drinks or cars (who would rush out to buy a complex computer system after seeing it on CSI?), but the placement resulted from careful deal-making by the company’s entertainment agency, Davie Brown Entertainment, with CBS and the show.

This is the kind of product placement woven into the plot of a popular show that is of growing concern to the Federal Communications Commission and consumer groups. Product placements are “a huge, out-of-control issue,” said Robert Weissman, the managing director of Commercial Alert, a nonprofit group that aims to limit commercial marketing. He said that the involvement of advertisers in the shaping of scripts and plots represented “fundamental encroachments on the independence of the programming.”

Last month, the F.C.C. opened an inquiry into whether there ought to be frank disclosure of such deals. Among the suggestions are that the networks be required to display on-screen crawls whenever a paid-for placement is seen on television.

“We’re not saying they can’t do it — we’re just saying they have to let the audience know what they’re doing,” said Jonathan S. Adelstein, an F.C.C. commissioner.

“CSI: NY” is only one of Cisco’s many TV and movie credits: the company keeps a long list on its Web site of where its products have appeared, from Fox’s “24” and NBC’s “Heroes” to films like “You, Me and Dupree” and “I Am Legend.” Usually the sponsor’s brand is hard to miss: on a “24” episode, for example, the words “Cisco TelePresence” appear in a close-up that fills the screen.

Mr. Adelstein argues that more disclosure is necessary. He suggested considering that the brand names appear in a minimum font size, and for a minimum length of time, at the beginning or end of a show. For now, it is not clear whether the F.C.C. will take action; it is soliciting comments for the next few months, and may or may not issue a ruling after that.

But in Hollywood and on Madison Avenue, the F.C.C.’s concerns appear archaic and intrusive. The type of pop-up warnings that the F.C.C. is considering would “completely disrupt the entertainment experience,” said Tom Meyer, the president of Davie Brown, a leading brand management agency in Los Angeles. “If their ultimate goal is, can they do something that kills integration, advertisers’ ability to integrate into a show, that would do it,” he said.

Some viewers, too, say the F.C.C.’s concerns are a little over the top. Realistically, does anyone wonder why Simon Cowell has a huge Coke cup in front of him on every “American Idol”? “I think that most people in the United States know that there’s some financial arrangement there,” said Ambar Rao, a professor of marketing at Washington University in St. Louis. He said that he did not oppose disclosure at the beginning or end of a show, but “people watch a show for entertainment, and if they’re constantly being reminded that somebody has paid for this product or that product, it just takes away from the experience.”

With agencies like Davie Brown becoming more sophisticated and demanding about how their clients’ products are depicted, the issue has grown murkier. These days consumer brands not only appear on shows, but are also elaborately woven into the plot, with advertisers calling a lot of the shots. Their agencies approve television scripts, suggest plots that hinge on the product, attend and critique the episode shoots, and review the rough cuts of episodes.

“We almost consider ourselves to be the junior writers on the show,” Mr. Meyer said.

Television writers are not happy about this development — the Writers Guild of America West sent a letter to the F.C.C. urging that an on-screen crawl disclose a placement at the moment it occurs — but the networks and producers are thrilled with the extra income they get from product placement.

A one-episode integration on a moderately popular show costs at least $100,000 but rarely goes over $500,000, Mr. Meyer said. Then there is the cost of buying commercials, which the network usually requires.

Mr. Meyer, a former Paramount Pictures executive, has been at Davie Brown for almost a decade and has seen product placement evolve well beyond its beginnings as a prize for a game-show contestant.

For instance, when Staples was introducing a new paper-shredding device called the MailMate in 2006, Davie Brown approached the producers of “The Office” on NBC. The agency wound up striking a two-episode deal: in the first episode, the character Kevin Malone was given the responsibility of shredding paper with the MailMate; in the second, the character Dwight Schrute took a job at Staples.

The Davie Brown team wanted to emphasize that the shredder was small, so the shredder sat on Kevin’s desk. It wanted to emphasize that it was sturdy, so Kevin shredded not only paper, but also his credit card. And it wanted to emphasize that the shredder was available only at Staples.

“This is where the writers come up with their own ideas, which we all loved,” Mr. Meyer said.

The episode closed with Kevin shredding lettuce and making it into a salad; when a colleague asked where he got the salad, he replied, “Staples.”

“Everyone has an opinion now on whether or not we’re deceiving the public,” Mr. Meyer said. But “these shows have always been funded by advertising, and if advertising is changing, it has to be understood that the mechanics of how we deliver advertising must change, or advertisers will walk away.”

Davie Brown goes so far as to ask for final script approval. Kevin McAuliffe, the vice president for branded entertainment for NBC Universal’s cable properties, which include Bravo and USA Network, said that creativity always comes first, but that product placement has a strong influence.

“Nine times out of 10, we have a client that goes with us to the shoot, so they see the place, they see the roughs, they see the placing,” Mr. McAuliffe said, adding, “we’ve actually made changes on set” because of advertiser feedback.

As the F.C.C. seeks comments on how to disclose products, Mr. Meyer of Davie Brown said he would not object to a more overt disclosure, but not during the show itself. Three of the largest advertising-industry associations are pushing for the F.C.C. to stall a decision on disclosure.

The ideal disclosure, Mr. Meyer said, is one that “doesn’t interrupt the entertainment experience, but achieves the brand’s objective, so they’re still willing to fund the television model.”

Friday, June 27, 2008

Thursday, June 26, 2008

Capital Direct launch new TV campaign

VANCOUVER - Capital Direct aired new TV commercials during this weeks Trevor Linden Canucks TV special on Rogers Sportnet.

Two versions of new 15sec commercials created by Elton Media featured the 'new' 1-800 number 1-800-NEW CAPITAL. As well, a new 'dot ca' vocal tag has been added to the jingle.

For more information contact:

Jon Elton
Elton Media
604-913-1001 ext 1

Tuesday, May 20, 2008

DINOTOWN is open and on-the-air with Channel 10

Channel 10 is running an exciting summer promotion to invite local tourists to take part in activities in their own backyard.

The new promos begin airing this week.

Click here to view a promo including DINOTOWN as a participating sponsor.

For more information and to get your DISCOUNT COUPONS visit:

Saturday, May 17, 2008

Fox First To Use Two-Second Radio Spots

Fox Television will be the first advertiser to use “blinks,” the two-second radio spots developed by Clear Channel, to promote Prison Break, House and The Simpsons.

The spots will air over all 1100 Clear Channel radio stations every hour (except for “The Simpsons” which airs two an hour), along with a 60 second spot, on the day the shows premiere, which is Aug. 21 (”Prison Break”), Sept. 5 (”House”), and Sept. 9 (”The Simpsons”), RadioandRecords reports. In the markets ranked 50 or smaller, the “Blinks” will air without the accompanying 60 second spot.

Fox experimented with one-second spots, but decided they were too short. CC set the rate for the blinks at 10 percent of a 60, but in a soft ad market, that’s negotiable.

CLICK HERE to listen to some a BLINK demo and other options from Clear Channel Radio

Friday, May 02, 2008

Google Opens Doors to TV AdWords, Offers Monetary Incentive

Google Opens Doors to TV AdWords, Offers Monetary Incentive

Google’s program to put regular 30-second commercials on TV using its AdWords program has been opened up to all advertisers after nearly a year in beta.

Ads placed using the service will appear on the Dish satellite TV network - the only TV service that will allow Google to put its tracking software on its set-top boxes, TechCrunch points out.

A competitor, titled Project Canoe, is being created collectively by the cable companies who “don’t want Google touching their set-top boxes,” according to the post from Erick Schonfeld.

Dish Network reaches 13 million households, MediaPost writes. Data available from the program includes average seconds tuned per impression and the number of people who watched the commercial from beginning to end.

To make its service more palatable, Google is offering up to $2,000 in costs for advertisers to create their own TV ads through its Ad Creation Marketplace. To get the discount, an advertiser must spend at least $2,000 a week on ads, for at least four straight weeks.

Wednesday, April 30, 2008

Top 10 Boomer Myths - Separating Fact from Fiction

Top 10 Boomer Myths - Separating Fact from Fiction

Preconceived notions about the Baby Boomer generation abound, but many are merely myth, according to the third Quarterly Boomer Report from AARP Services and Focalyst, titled “How Well Do You Know Boomers? Counting Down the Top 10 Boomer Myths,” writes MarketingCharts.

“Contrary to many common assumptions, Boomers are making retirement obsolete, are very savvy about advertising, and are experimenting with new products,” said Howard Byck, vp of corporate development for AARP Services.

“Within this generation are diverse segments that must be recognized and addressed differently,” added Jack Lett, executive director of Focalyst.

Below, the top 10 Boomer myths - and corresponding facts - according to the report.

Myth #10 - Boomers are retiring early

Contrary to much of the attention given to the first Boomers’ turning 62 this year and being eligible to take Social Security benefits early, in reality very few Boomers are planning to stop working entirely when they reach retirement age - only 11 percent.

And of those Boomers who know what they are planning to do when they reach retirement age (some two-thirds), 72 percent plan to work either part (65 percent) or full-time (7 percent) after they reach retirement age.

Myth #9 - Boomers are downsizing their homes

Despite the image of older consumers “winding down” as the years progress and simplifying their lives and homes, just 6 percent of Boomers are planning to be living in a smaller residence five years from now.

Moreover, 76 percent plan to live in either a same-sized (their current home or a new home of the same size) or larger home.

Myth #8 - Most Boomers are married empty nesters

Most are actually not Empty Nesters. Only about one in four Boomers fit the profile of married with adult children who have left home. 37 percent of Boomers still have children under 18 in the home - and one-third of Boomers are single.

Myth #7 - You can capture Boomers with mainstream advertising

Boomers are paying attention to advertising, but they do not always like what they see (see chart: “Boomer attitudes toward advertising.” Some 66 percent say that ads have gotten more crude in recent years and another 67 percent say they are less likely to purchase a product if they find the advertising offensive. 23 percent say they consider ads that are geared toward their age group insulting.

Myth #6 - Boomers are brand loyal and will not switch

Commonly thought to be set in their ways, Boomers are just as likely as younger cohorts to experiment with new products. They are actually paying attention to advertising for new products, and 61 percent of Boomers agree that “in today’s marketplace, it doesn’t pay to be loyal to one brand,” compared with 62 percent of those age 18-41.

Myth #5 - Boomers are all wealthy

Collectively Boomers are the wealthiest generation in history, but only 9 percent are truly affluent (defined as having pre-tax incomes of $150,000 or more if working, or $100,000 or more if retired). In fact, one quarter of Boomers have no savings or investments at all.

Myth #4 - Boomers are winding down with age

Actually, they are quite active, as the typical Boomer regularly participates in an average of 10 activities and the participation extends beyond going to church or gardening. They are traveling (60 million took at least one trip last year), attending live sporting events (22 million) and bicycling (11 million), among other activities.

Myth #3 - Boomers are technologically challenged

Contrary to many assumptions, Boomers were in the workforce during the evolution of computers, email and the internet, and were the first to understand the value of technology. Some 82 percent of Boomers use the internet and 64 percent have been online. Their online activities include instant messaging, downloading music or movies, financial transactions and online gaming.

Myth #2 - Boomers are the “Me Generation”

Boomers have typically been portrayed with the self-centered label the “Me Generation,” but from their actions in later adulthood, the report says, a label of “We Generation” is more accurate. They are caring for others and caring for the world, with 70 percent saying they have a responsibility to make the world a better place, and 57 percent saying they try to buy from companies that give back to their communities.

Myth #1 - Boomers are all the same

Often portrayed as a monolith - 77 million people thinking, acting, behaving and buying all in the same way - Boomers more than other segments undergo more major life events, which occur in greater frequency between the ages of 50-65 than in any other time in a person’s life.

The typical Boomer experiences an average of two major life events around career, family, finance or health each year. These life events can have a major impact on attitudes, life goals and consumer behavior.

Sunday, March 16, 2008

Gordie Howe's 80th Birthday Party Vancouver March 15th, 2008

Pat Quinn, Marcel Dionne, Gordie Howe and Moderator Scotty Rintoul

Donna Harvey, Eric Harvey and Bruce Allen

Mitch Drew, Eric Harvey, Global TV's Mark Madryga and Lori Ann Drew

NHL Legend Marcel Dionne and Mitch Drew

Sunday, March 09, 2008

Adults Often Online When Watching TV

Media multitasking and “double-dipping” - watching TV while surfing the internet - are common among online adults in the United States and Britain, finds a survey by Harris Interactive conducted on behalf of online video search engine Blinkx, writes MarketingCharts.


Saturday, March 01, 2008 Contest on Global TV

DirectBuy of BC is giving away a prize on the Global TV Weekend Morning News. See for the details.

Here is a clip of the on-air contest mention on Sunday March 2nd, 2008

Here is a clip of the on-air contest mention on Saturday March 1st, 2008

For more information contact:
Mitch Drew
BECK Agencies
Agency of Record for DirectBuy of BC
604-520-9866 tel

Sunday, February 24, 2008

Coens `Country' wins best picture Oscar

Coens `Country' wins best picture Oscar

LOS ANGELES - The Coen brothers completed their journey from the fringes to Hollywood's mainstream on Sunday, their crime saga "No Country for Old Men" winning four Academy Awards, including best picture, in a ceremony that also featured a strong international flavor.

Javier Bardem won for supporting actor in "No Country," which earned Joel and Ethan Coen best director, best adapted screenplay and the best-picture honor as producers.


St. Johns Fishing Lodge launch new Radio campaign

Here is the new 30sec radio commercial currently airing on ROCK 101 and CKNW.

Mitch Drew
BECK Agencies

Wednesday, February 13, 2008

DirectBuy BC launches "Jay Janower Sports Den" contest on Global Weekend News

VANCOUVER- DirectBuy of BC is launching an exciting new contest on Global BC Weekend News starting next week. The prize is "Jay Janowers Ultimate Sports Den" and valued at over $7,500.

The prize package includes:

42 inch PLASMA TV
Home Theatre Leather Couch
780 watt Home Theatre Sound System
Beverage Centre

Details will be available online starting on February 20th.

Visit for more information.

Thursday, February 07, 2008

Hispanic Broadcast Ad Growth to Outpace Industry

Growth of Hispanic radio will hit 6 percent in 2008, once again handily outpacing the rest of the industry, which is expected to experience a growth rate of 2 percent to 3 percent, predicts SNL Kagan in a new study.

Annually, Hispanic radio station revenues should grow at about 4.9 percent over the next four years, the Economics of Hispanic TV & Radio in the U.S. study predicts (via Radio Ink).

Hispanic television will undergo rapid growth as well, with the four major U.S. Hispanic broadcast networks bringing in as much as $1.6 billion by 2011 (up from 1.3 billion in 2007).

Wednesday, February 06, 2008

Vanity Fair cancels annual Oscar party

LOS ANGELES - It's typically the hottest party in town on Oscar night — but not this year. Vanity Fair has canceled its annual Academy Awards party, the magazine announced Tuesday.

"After much consideration, and in support of the writers and everyone else affected by this strike, we have decided that this is not the appropriate year to hold our annual Oscar party," said a statement posted on


Monday, February 04, 2008

Giants-Patriots most-watched Super Bowl

NEW YORK - The New York Giants' thrilling win over New England was the most-watched Super Bowl ever with 97.5 million viewers, a total that is second only to the "M-A-S-H" finale audience, Nielsen Media Research said Monday.

The game eclipsed the previous Super Bowl record of 94.08 million, set when Dallas defeated Pittsburgh in 1996. The final "M-A-S-H" episode, which drew 106 million viewers in 1983, is the only other show in American broadcast history watched by more people.


Saturday, February 02, 2008

Microsoft, Yahoo would create advertising titan

While Google would maintain edge in search dollars, proposed takeover would deliver mass online audiences for marketers

If the blockbuster takeover of Yahoo Inc. by Microsoft Corp. is allowed to proceed, the combined company could rival Google Inc. for clout in the advertising world.

Though Google holds the undisputed crown in terms of online advertising, Yahoo and Microsoft would together form the biggest challenge to its dominance over Internet ad dollars since the industry began to explode over the past decade.

While Google focuses on connecting marketers with audiences through its online search terms, Yahoo and Microsoft's MSN portal represent mass audiences.

Like Google, people make the sites a default Internet address on millions of computers around the world.


Friday, February 01, 2008

Online Syndication Hot Subject for Local Stations

The hottest topic at the this week’s National Association of Television Program Executives conference was online syndication, with local television stations staying busy buying syndicated programs for their websites.

Local TV is being left out of online revenue growth, and local TV stations are struggling to catch up. Online syndication, in which stations purchase the rights to television shows and sell advertisements within the programs to local businesses, is one way to boost revenue. The business model is successful with television, but it is unclear yet whether it will work online, writes The New York Times.

Part of the reason the model is uncertain is that the online audience is not localized, so selling to local businesses may be an antiquated structure. And TV shows online have mostly appeared on network TV sites rather than the sites of local stations. Few stations have proven successful at luring visitors with original content beyond local sports scores and school closings.

Broadcast TV earned 9.3 percent of the $8.5 billion market for local online advertising last year; newspapers took in three times that amount.

Viewers of local television are often reminded to go online for weather and traffic updates, but they tend to go to newspaper websites. The success or failure of stations’ online ventures will ultimately depend on the promotional abilities of the station.

Monday, January 28, 2008

80 Percent of Moms to Watch Super Bowl

A new survey shows that 80 percent of moms plan to watch the Super Bowl, with 60 percent tuning in simply for the ads - but most of those mothers don’t think the ads will be targeting them.

According to a new survey from the Marketing to Moms Coalition, 76 percent of those surveyed believe Super Bowl ads don’t target them, despite the fact that moms are responsible for the majority of the more than $2 trillion worth of purchases made in the country.

Perhaps because moms tend to buy the beer, set out the chips and plan the party, most moms (77 percent) think Super Bowl ads should be talking to them.

When asked what they wanted to see in an ad, moms responded:

Humor they can relate to (76 percent)

Ads that acknowledge their feats in multitasking every day (67 percent)

Families interacting together (62 percent)

As for Super Bowl ads and how they relate to children:

61 percent of moms will watch the Super Bowl with their children

54 percent say they are okay with the content of Super Bowl ads in terms of their children

44 percent of moms say the ads are not appropriate for kids



Mitch Drew
BECK Agencies

Sunday, January 27, 2008

Companies banking on Super Bowl ads

NEW YORK - The story lines are unabashedly goofy. Cavemen invent the wheel to transport a beer cooler made of stone, and a car buyer enlists the help of a tribal warrior in case he needs some extra negotiating leverage at the dealership.

For most of us, Super Bowl ads make fine entertainment. But for the advertisers who make and buy them, Sunday is white-knuckle time.


Tuesday, January 22, 2008

‘Giant’ Upset Earns Highest Rating for Championship in 12 Years

The NFC Conference championship game, in which the New York Giants upset the Green Bay Packers on Sunday night on Fox, earned a 31.7 overnight rating and a 46 share.

That’s the highest rating for a televised conference championship in 12 years, according to Nielsen Media Research (via Mediaweek).

The game earned a 30.3/44 during prime time, more than double the prime time average of the other three networks (13.8/20) combined.

The AFC championship, earlier in the day, averaged 27.4/48.

Monday, January 21, 2008

Image Optometry kicks off the Super Bowl with new radio spots

VANCOUVER - Image Optometry is the title sponsor for this years Super Bowl coverage on TEAM 1040 radio. 11 year CFL lineman and radio host Chris Burns is the voice of the new radio creative.

Image Optometry Radio Commercial #1

Image Optometry Radio Commercial #2

These commercials will be running in select LIVE reports from Arizona and during the Super Bowl game on Sunday February 3rd.


Mitch Drew
BECK Agencies
Agency of Record for Image Optometry

Friday, January 18, 2008

BROCO Glass launches recruitment campaign

VANCOUVER - BROCO Auto Glass has launched an aggressive radio, newsprint and online recruitment campaign. With the rapid growth of the automotive, residential and commercial divisions of the BROCO Glass Group, ongoing recruitment activities have been stepped up.

Interested parties are invited to visit the Careers section of for more information.

Radio commercials voiced by BROCO spokesperson Bro Jake will be running on the CORUS Vancouver group of radio stations.

Sunday, January 13, 2008

Advertisers Turning to TiVo-Proof Sporting Events

With prime time TV mostly in reruns due to the writers strike, advertisers are turning to sporting events - an area that has been seeing more advertiser action in recent months due to the rise of DVRs.

NOTE: BECK Agencies has a sports marketing strategy that can easily fit into your overall advertising plan. For more information, contact:

Mitch Drew
BECK Agencies

Global 1 Traffic to be sponsored by Harvey's Furniture & Appliances

VANCOUVER - Starting on Monday Jan 14th, Harvey's Furniture & Appliances will be sponsoring traffic reports on the Global Morning News and Global Early News.

The strategy is to reach out to viewers all over the Lower Mainland and BC with a re-introduction of the Harvey's brand. The store recently celebrated it's 80th anniversary and is still located in it's original location on Kinsgway.

In addition, the campaign will introduce the newly launched web site

For more information contact:

Mitch Drew
BECK Agencies
Agency of Record for Harvey's
604-520-9866 bus

Saturday, January 12, 2008

Image Optometry announces Title Sponsorship of Super Bowl Coverage

VANCOUVER - Image Optometry has announced Title Sponsorship of this years Super Bowl Coverage on TEAM 1040 Vancouver. For the eighth year in a row, Bob "Moj" Marjonowich, host of TEAM 1040's weekend football show is heading to the Super Bowl, broadcasting live from Arizona! It's a crazy week and the Moj will be giving Vancouver sports fans the inside edge into Super Bowl week!

"We are pleased to be the title sponsor of this exceptional coverage of what is considered the worlds largest single game event" Image Optometry's Dr. Alan Boyco said. "At Image we love sports and we enjoy advertising in high profile sporting events".

In addition to sponsorship, Image will be introducing the radio portion of their new advertising campaign. TV commercials will be launched during the Vancouver Canucks vs Dallas game on Hockey Night in Canada March 11th.

Fred Beck of BECK Agencies is excited about working with Image Optometry. "Alan and his team are great clients...they run a first class business and are receptive to our ideas and strategies" Beck adds, "our sports marketing division enjoys having a client that sees the power of aligning their brand with the NFL, CFL, NHL and WHL"


Established in 1992 by Dr. Alan R. Boyco, B.Sc., O.D. as a simple optometry practice Image Optometry has matured into a chain of optometry clinics. They currently operate twelve locations in British Columbia. The locations operate as independent optometric corporate franchises that are owned solely by Doctors of Optometry. The company is experiencing phenomenal growth and are well on thier way to accomplishing the objective of positioning Image Optometry as the largest total eye care provider in Western Canada.

Dr. Boyco continues to be the driving force behind Image Optometry. He has been the Team Optometrist for the Vancouver Canucks (NHL) the Vancouver Giants (WHL) and the BC Lions (CFL) since 1994.

He was also the team Optometrist for the Vancouver Grizzlies (NBA) while they were a Vancouver franchise from 1995 through 2000. During the 2006 World Junior Championships (IIHF) hosted in Vancouver he was the Event Optometrist.


For more information contact:

Mitch Drew
BECK Agencies
Agency of Record for Image Optometry
604-520-9866 bus