Friday, June 25, 2010

Reach and Frequency

Reach and Frequency. Welcome back to Advertising 101. For many of us this was the first lesson from a large handful of years back. "How many people does your message reach and how many times do they see it?"

Advertising is constantly evolving and it's exciting to evolve with it. New social media applications, the thought of the :30 spot dying (along with us attending the funeral), advertising starting to become more of an experiential vehicle for a message (Thanks to YouTube), and a newer marketing mix that values brand authenticity and transparency like never before.

Reach and Frequency. Does you message really, truly, honestly reach someone? Or is it the black sheep of the advertising profession known as an 'impression'. We all learned a great deal back in college, whilst in pursuit of our degrees...but the one thing they can never teach is passion for the work. That's where the best part of the job can truly be found. The passion. Working with others who care about creating a brand and crafting a message that's beyond the client's expectations. Now that's advertising at it's purest.

Before client briefs, before spec sheets, before creative kickoffs...there was Reach and Frequency. After that, we soon discovered that you either have the passion for the industry or you don't.

Class dismissed. I hope to see you again tomorrow.

Michael Jackson is dead (one year after)

It's weird to watch CNN do the same old song and dance that they did a year ago when Michael Jackson died. Specials...features...special features.

A lot of people have mixed feelings about the King of Pop, myself included. Was he confused? Was he a pedophile? Was he an addict? One thing is for sure, he was some extent.

Where were you when he died? I was at a Lincoln Saltdogs game at Haymarket Park in the company suite. I wore a black wristband to pay tribute to his passing. It was a hot, muggy Nebraska day and the ballpark set aside their usual promotions and player stingers to pay homage to MJ with song. People clapped...some knew why, others who were confused were quickly clued in to why the songs blaring from the ballpark speakers were familiar hits from the 80s and 90s.

It's weird to be here...a year later. The King of Pop still with us...sort of. He's on our TV screens along with people that knew him, or swear that they knew him, and they are divulging juicy information about Michael's life as if they were actually there. They might be speaking for their fifteen minutes of fame, might be speaking from truth and experience. Who knows?

A lot of people have mixed feelings about the King of Pop. A lot of people still do, but one thing is for sure. He had a tough road growing up, and while he was constantly misunderstood, he didn't always make the smartest decisions with his public/private life...but he did have a hell of an accomplished career.

I hope his demons didn't follow him to his grave.