BR
My guess is that a consortium of smaller companies has pooled their resources in order to be able to benefit from the ad buy of a larger one; their products will be advertised in rotation so that all get the benefit.
Don't know whether or not it's the same as this: http://www.brandpower.ca/, which states:
Don't know whether or not it's the same as this: http://www.brandpower.ca/, which states:
Quote:
What is Brand Power?
Brand Power is an advertising vehicle used by leading manufacturers to
demonstrate the features and benefits of their products. We're not an
independent body - manufacturers pay to use our service.
However, all claims made in a Brand Power commercial must be legally
substantiated to ensure that they are true.
Our objective is to avoid gimmicks and hype in the promotion of products.
Instead we accurately articulate key reasons a particular product is worthy
of your attention when choosing at your local store.
Brand Power is an advertising vehicle used by leading manufacturers to
demonstrate the features and benefits of their products. We're not an
independent body - manufacturers pay to use our service.
However, all claims made in a Brand Power commercial must be legally
substantiated to ensure that they are true.
Our objective is to avoid gimmicks and hype in the promotion of products.
Instead we accurately articulate key reasons a particular product is worthy
of your attention when choosing at your local store.
MB
And will this new venture be "Sponsored by Carpet Power", I wonder??!?! 
Seriously though, this is the only way that smaller advertisers can ever get on the screen now that there are no such things as "ATV Telespots" or "Central Business Breaks".
Are ITV really so strapped for cash that they couldn't carry on a "smaller advertisers" vehicle at the expense of a couple of airings of their oft repeated trailers (oops, sorry, promotions )...
If this type of venture takes off (which I hope it does - well done to the smaller business, I say) then it will, in time, cause headaches for all commercial broadcasters as the demographic decisions will begin to be made more at the 'ad reseller' level and not at the broadcaster level - which would cause havoc for pricing the breaks and determining programme positioning.
Seriously though, this is the only way that smaller advertisers can ever get on the screen now that there are no such things as "ATV Telespots" or "Central Business Breaks".
Are ITV really so strapped for cash that they couldn't carry on a "smaller advertisers" vehicle at the expense of a couple of airings of their oft repeated trailers (oops, sorry, promotions )...
If this type of venture takes off (which I hope it does - well done to the smaller business, I say) then it will, in time, cause headaches for all commercial broadcasters as the demographic decisions will begin to be made more at the 'ad reseller' level and not at the broadcaster level - which would cause havoc for pricing the breaks and determining programme positioning.
WH
But they're not really smaller advertisers. The ads feature brands like Persil, Ambi Pur and Tilda Rizazz.
I'd hardly call any of them small.
Whataday
Founding member
Mark Boulton posted:
Seriously though, this is the only way that smaller advertisers can ever get on the screen now that there are no such things as "ATV Telespots" or "Central Business Breaks".
But they're not really smaller advertisers. The ads feature brands like Persil, Ambi Pur and Tilda Rizazz.
I'd hardly call any of them small.
NI
Google is your friend.
http://www.buchanangroup.com/
Seems this Austrailian outfit is made for the larger conglomerates out there to peddle their things in mini cheesy informercial form. Can't see the point personally, doubt many other people will either.
http://www.buchanangroup.com/
Seems this Austrailian outfit is made for the larger conglomerates out there to peddle their things in mini cheesy informercial form. Can't see the point personally, doubt many other people will either.
JF
I just have one thing to say.................
"try new 2 minuite tilda rizazz rice recipies"
"try new 2 minuite tilda rizazz rice recipies"
MI
As quoted from http://www.brandpower.com/
What is Brand Power?
"Brand Power is an advertising vehicle used by leading manufacturers to
demonstrate the features and benefits of their products. We're not an
independent body - manufacturers pay to use our service.
However, all claims made in a Brand Power commercial must be legally
substantiated to ensure that they are true.
Our objective is to avoid gimmicks and hype in the promotion of products.
Instead we accurately articulate key reasons a particular product is worthy
of your attention when choosing at your local store."
What is Brand Power?
"Brand Power is an advertising vehicle used by leading manufacturers to
demonstrate the features and benefits of their products. We're not an
independent body - manufacturers pay to use our service.
However, all claims made in a Brand Power commercial must be legally
substantiated to ensure that they are true.
Our objective is to avoid gimmicks and hype in the promotion of products.
Instead we accurately articulate key reasons a particular product is worthy
of your attention when choosing at your local store."
MB
So it's multinational brands that are using this service?!?! Seems very, erm, pointless to me - my original point would have stood if it had indeed been for the likes of Brian's Caravans and Marton Mere Holiday Park (some people will know what I mean, I'm sure).
Actually - it's just dawned on me - perhaps the individual advertisers have lost faith, for whatever their reasons may be, in the ad placings given to them by the broadcasters, and those advertisers want to be positioned together - a bit like putting rival brands alongside each other on supermarket shelves - so, to go on the above example, rather than Persil's ad being seen 4 times in one afternoon and Ambi Pur don't get seen until the next morning, BrandPower is probably used by them to make sure that, morning or evening, both Persil and Ambi Pur get placed together, with each brand therefore attracting the 'kudos' (such that there may be) of the other brands advertising around it. If you think about it, adverts for, for example, Marmite and Heinz Soups would probably have double the impact if they were always played together, rather than split across different ad breaks at different times of day.
The more these brands package themselves together in a manner that mirrors their physical placement on the supermarket shelves, the more effective their advertising will be.
Thinking about it, this is rather a clever move on the advertisers' part - creative aesthetic considerations aside.
Actually - it's just dawned on me - perhaps the individual advertisers have lost faith, for whatever their reasons may be, in the ad placings given to them by the broadcasters, and those advertisers want to be positioned together - a bit like putting rival brands alongside each other on supermarket shelves - so, to go on the above example, rather than Persil's ad being seen 4 times in one afternoon and Ambi Pur don't get seen until the next morning, BrandPower is probably used by them to make sure that, morning or evening, both Persil and Ambi Pur get placed together, with each brand therefore attracting the 'kudos' (such that there may be) of the other brands advertising around it. If you think about it, adverts for, for example, Marmite and Heinz Soups would probably have double the impact if they were always played together, rather than split across different ad breaks at different times of day.
The more these brands package themselves together in a manner that mirrors their physical placement on the supermarket shelves, the more effective their advertising will be.
Thinking about it, this is rather a clever move on the advertisers' part - creative aesthetic considerations aside.