Targeted spend

The not so friendly disagreement between 'marketing' and 'finance' at times plays fascinating mind games. The balance between product quality, placement and awareness is a difficult one to maintain. Life isn't made any easier by personal, collective, company and group objectives, and yes they can differ. One of the more common differences arises in product promotion. The mechanics of consumer targeting has changed in dimension and purpose to the extent that timing and positioning become all the more crucial. That of course, after the four P's, the 'clutter' argument and the consistency of message. Any business case is supposed to include efficiency of spend and a notional return on investment. Finance love realistic figures, marketing love the adventure.
The digital media offers more possibilities including an understanding of consumer state of mind. On the split second of time that the kind moves from one gear to another, digital media has an added benefit of immediate presence. This is way beyond the limitation of traditional media that depends much on the supposition that the consumer must look at advertising. As most companies go crowding the tunnel, there are others such as the world renowned advertising company Millward Brown with its confidence on the age-old billboard. Movement has its advantages, exploited well by digital. On the opposite side is static, that also has the benefit of longer term attention span. Based on generational divide, the processes work differently. Because there is a time-gap between awareness and purchase, marketing often cannot predict in the black and white of finance jargon, when and indeed, whether an investment will pay back.
One of the most expensive advertising-slots in the world is during the break in America A's Super Bowl, the final of American football. Competition for that crucial spot is both intense and costly. At the same time it also does ask broader questions of other slots and the overall utility of packages that offer a mix of 'prime' and 'ordinary' slots. This serves the networks that benefit. It is also akin to the 'cost of doing business'.
The counter to such conditions is the concept of endorsements both vocal and symbolic. One can't quite recognise Formula 2 drivers from the advertising on their clothing. In more statical games such as cricket, complex regulation govern such endorsements. From the size of the sticker on the bat to the position of advertising on shirts, trousers, helmets, bandanas and sweatbands.
Sponsor attention to games and sports has much to do with the quality of spectators and not just who attend. Just as much attention is paid to player and celebrity idiosyncrasies. Attitudes have as much to do with it as does skill. The latter draws you to the game. The former is what makes you stay on.

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