And his cronies are now getting worried about the Benetton ads. Thanks to Alex Juryte who brought our attention to these controversial campaigns and who will be leaving us at the end of the fall semester to pursue a new career with her hubby in NYC: we will miss you and PLEASE stay in touch!! Check this out!

Cultural differences As you know we have discussed at great lengths in class. And then, I stumbled upon this the other day. This was the final broadcast of Springbok Radio that was such an important and popular station. It died in 1985 after 35 years on the air. Maybe it died, because it did not have any more advertisers? As I have said: No advertisers, no future! You are part of the most important part of marketing … without you NOT A SINGLE medium can survive … YOU are part of a game where advertisers spend in excess of $6,000 PER SECOND!

You are powerful, not the media. Without you, the media cannot exist! Newspapers are folding left, right hook and center, because they could not find anymore advertisers. In 2008 over 500 magazines died … you want to know why?

Remember, Hot dogs, baseball, apple pie and Chevrolet? One of the most successful campaigns ever … see how it was adapted for the South African market. How Coke employed The Dealians, a South African pop group.  Sit through the two Afrikaans commercials (Chappies = chewing gum, 2 for one cent!) Old Spice … crossed so many boundaries with the help of Carl Orf’s Carmina Burana. Look at SAA (South African Airways), the only airline. Compare it with what we do!

Some of you may think that I like this commercial because of my South African background. To those, I say: GROW UP! I really, really like this commercial and NOT because of Charlize Theron being featured in it, but rather the iconic, Grace Kelly, Marilyn Monroe and Madam Legs herself, Marlene Dietrich.

Do yourself a favor and research what astronomical amount Ms Theron is being paid for this and ask yourselves: Is it worth it? Will she really help to sell so much perfume?

Kristin Pohaski is an IMC student from the IMC 404 class.

Two and a half million dollars can buy a lavish home, luxury cars, trips to exotic locales – or 30 seconds of air time during Super Bowl XLV.  In 1966, the same spot during Super Bowl I cost $42,500, or about $278,000 in today’s dollars.  The price crossed the $1 million mark in 1994, $2 million in 1999 and $3 million in 2008. With the price of advertising skyrocketing, will advertisers say enough is enough?  Some already have.

Last year, several traditional Super Bowl ad companies sat on the bench.  GM and FedEx both passed on ads last year.  Pepsi didn’t run a spot for the first time in 23 years.  This year, big names like Denny’s, Dr. Pepper and Monster did not appear.  Instead of running a commercial, Papa John’s gave away free pizzas to random customers during the game and promised to give one free to anyone who signed up in advance if the game ran into overtime (it didn’t).  “We’d rather give away millions in free pizzas than spend millions on a spot,” says Andrew Varga, Papa John’s marketing chief.  Prices for a spot were cut from $3 million to $2.5 million this year, the second year in a row and only the third time ever that prices have dropped.

The effect isn’t limited to huge expenditures like a Super Bowl spot.  Ross Petrocelli, Interactive Account Executive for Marc USA, says he has seen “ a lot of shopping around” from clients.  “Media spending has morphed dramatically, with more and more going from print to online.  I’m seeing much more interactive work, especially in social, location based services and mobile overall.”  Smart phones and an increasingly technologically advanced Web offer many new advertising vehicles that are competitively priced.

Along with a shift in media spending is a shift in agency compensation.  For years, agencies were compensated a percent of their billings.  Today, the corporate world is demanding accountability from their agencies.  Many have shifted to a performance-based system of compensation, holding agencies accountable for results, or a lack thereof.  Companies are also moving towards a complete Integrated Marketing Communications program, and in the process they are shifting more of their focus to other areas such as public relations, which can cost pennies on the dollar compared to traditional advertising.

Could advertising be the next bubble to burst, or will prices continue to rise?  One thing is certain – traditional advertising will need to prove its worth to continue at today’s high price points.

Her name is Pretty Yende. She is a phenomenon who has hit the international opera scene. She is young, very young, especially for a soprano. She has won every single prize in the most prestigious singing competition in the world. She was fourteen years old when she saw the British Airways commercial below and said: “That is what I want to sing one day.” Look at the commercial and then listen to her … you had no idea how important the work is that you are doing, did you? For what it is worth, she is at present studying under the legendary Freni at La Scala.