Eugene David<br>...The One-Minute Pundit

Posted 5:16 PM by Gene

NEUHARTHISM OF THE WEEK: The latest excuse from the AD BIZ for those LUXURY SUITES at the SUPER BORE is that people WANT TO WATCH THE ADS, therefore they REMEMBER the ADS, therefore, it's (NEW BUZZTERM TO FINANCE CRAPPY TELEVISION ALERT) "EXPERIENTIAL MARKETING." (FIGURES this would come from THE SENIOR CLUNKER BROTHER.) But one mark of the TRUE NEUHARTHISM is putting the BAD NEWS at the END, AS IN:

Of course, not every Super Bowl ad turns the tide for a brand. When Procter & Gamble Co. bought into the game for the first time ever last year, the brand it chose, Charmin, was the only one of its top 20 brands to see volume decline in the first quarter....

Even winning the Super Bowl ad contest is no guarantee of success. Last year’s best-remembered spot, surprisingly, was a 15-second version of an ad for Energizer Holdings’ Schick Quattro that had been running for months, according to Bruzzone Research. Trouble is, 40% of respondents remembered it as an ad for Gillette, vs. 39% who thought it was for Schick.

But NOTHING beats yelling, for MONTHS on end, "I WAS IN A LUXURY BOX AT THE SUPER BOWL AND YOU WEREN'T!!!!!!!!!!"