Is bad press better than no press?

» 22 Oct 2003, 10:47pm in culture - 6 comments

Before I begin, I should point out that I’m a technology developer, not a marketer. That being said, as I was listening to the Red Wings game on NHL.com radio tonight (we don’t get Detroit games on TV here in Maple Leaf land, go figure), I heard the same 60 second commercial about eight times. It played about every second commercial break in the broadcast. I’ve also heard this advertisement, with the same frequency, each and every other time I’ve listened to a Red Wings game this season. That’s six games at about eight times per game, for around 48 “impressions”. It seems like they’re doing a good job.

It’s an ad for the Detroit Free Press, touting the educational benefits of having a daily newspaper at home for your children to read, or for you to read along with them. Sounds good. The problem is that the ad opens with a woman singing a painfully slow, a cappella version of “This little light of mine/I’m gonna let it shine”. You know the one. After hearing this little solo three or four times, let me tell you, I was about ready to snuff my own little light right out with my trusty Swiss army knife (I moved it safely into the other room before I was pushed over the edge).

My question is, then, is this effective advertising? I know that in the marketing world, many times people say that if you can provoke a response from the consumer, positive or negative, then the ad has done its job. Bad publicity is better than no publicity, as the saying goes. They believe that if you can get somebody to notice and form an opinion of your product, then you have somebody who might talk about it with other people, thereby earning extra exposure and making their dollar go further. But is it really a good thing when people are telling others how badly they think of your campaign? What if this is the first experience someone has had with your product? Another popular marketing axiom is that first impressions are lasting, and that you make or break the relationship with the customer in the first 30 seconds of contact.

I can’t imagine that anyone would run out to buy this newspaper after hearing this commercial. On the other hand, I would still buy it if I happened to read it later and found that it met my needs. So then in a way, the commercial actually becomes meaningless. Money well wasted. Am I wrong, or just marketing-deficient? Maybe it’s just a bad commercial. I don’t really believe that the advertising department at the paper wanted to piss me off. Hell, they probably hate it too.

(Incidentally, I went to the DFP’s website, and even linked to one of their news stories. Have I answered my own question?)

At least the Wings won.

6 comments:

  • marketing guru: mr.technology developer...heee. I believe that you are either going to buy the paper or not buy the paper, whether or not you hear the commercial, especially if you are in their market area. There are numerous other ad campaigns that have won critical acclaim that annoyed customers enough for them to reach for their swiss army knives as well. (ex. taco bell) Usually these are companies that have the luxury of picking a non-traditional ad campaign because they already have a stable place in their market and are reminder ads rather than first time sales. Anyway, no matter how bad the ad, you wouldn't be able to listen to the awesome wings if the free press didn't pay for the air time. heee. so in that case, yes bad press would be better than no press, so you can stay connected to your motown roots! :-)
  • rob: marketing guru... logic does dictate that i am "either going to buy the paper or not buy the paper". go wings go!
  • rob: actually, that reminds me of the time <a href="http://www.cnn.com/">CNN</a> headline news posted on their ticker: "Experts agree: Osama bin Laden is either dead, or alive." hah
  • reazon: Hmmmm....why use a SAK (Swiss Army Knife) when you have a <a href="http://www.swamprat.com">Howling Rat</a>? Or you could borrow a <a href="http://www.camillusknives.com/1mainframe.htm?bkt/bk9.shtml~main">BK9</a>?...
  • rob: the SAK just happened to be within arm's reach :)
  • mktg guru: what i meant was that the commercial will not influence your decision. you either want to read the paper or you don't. are you making fun of me on my birthday? hahaha.

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