Bob Griffin - INT225 Marketing Communication & E-commerce 7 : The Law of Globalism 8 : The Law of Time 9 : The Law of Vanity 10 : The Law of Divergence 6 : The Law of Advertising Laws of Internet Branding 11 : The Law of Transformation11 Advertising off the Net will be a lot bigger than on the Net... That’s the way it used to be... History: All indicators suggest that online advertising just doesn’t work, but it has been increasing over the past several years. Recent Online Spending: Vonage - 40% of advertising budget AT&T - 8 % of advertising budget Dell – 18% of advertising budget Walt Disney Co – 9% of advertising budget GM – 6% of advertising budget Experian Group – 70% of advertising budget Verizon – 6% of advertising budget Apollo Group – 98% of advertising budget IAC Interactive – 40% of advertising budget Ameritrade – 62% of advertising budget Advertising off the Net will be a lot bigger than on the Net... That’s the way it used to be... History: All indicators suggest that online advertising just doesn’t work, but it has been increasing over the past several years. Recent Online Spending: Vonage - 40% of advertising budget AT&T - 8 % of advertising budget Dell – 18% of advertising budget Walt Disney Co – 9% of advertising budget GM – 6% of advertising budget Experian Group – 70% of advertising budget Verizon – 6% of advertising budget Apollo Group – 98% of advertising budget IAC Interactive – 40% of advertising budget Ameritrade – 62% of advertising budget The Law of Advertising The Defining Statement Notes

Bob Griffin - INT225 Marketing Communication & E-commerce 7 : The Law of Globalism 8 : The Law of Time 9 : The Law of Vanity 10 : The Law of Divergence 6 : The Law of Advertising Laws of Internet Branding 11 : The Law of Transformation11 Advertising off the Net will be a lot bigger than on the Net. The main reason advertising is tough on the web is that the target (user) is in charge, not the shooter; this all bodes well for PERMISSION MARKETING and interactivity. Consumers need and want information. Category breakdown of advertising impressions in the millions for April 2009 (for top ten): The Law of Advertising The Defining Statement Notes

Bob Griffin - INT225 Marketing Communication & E-commerce 7 : The Law of Globalism 8 : The Law of Time 9 : The Law of Vanity 10 : The Law of Divergence 6 : The Law of Advertising Laws of Internet Branding 11 : The Law of Transformation11 Advertising off the Net will be a lot bigger than on the Net. Online advertising, which includes display, search, video and other categories, is expected to tally $25.4 billion in spending this year and $29.1 billion in Across all advertising and marketing, the forecast states a 6.6 % drop in 2009 to $702.2 billion and a 5.2 % year-over- year drop in 2010 to $665.7 billion. = from Clickz.com The Law of Advertising The Defining Statement Notes

Bob Griffin - INT225 Marketing Communication & E-commerce 7 : The Law of Globalism 8 : The Law of Time 9 : The Law of Vanity 10 : The Law of Divergence 6 : The Law of Advertising Laws of Internet Branding 11 : The Law of Transformation11 The Internet will demolish all barriers, all boundaries, all borders Marshall McLuhan, “the medium is the message” If you define medium as information or content then the medium has the power to change the course and functioning of human relations and activities Globalism = interconnected global economy The long-term winners on the Net are those that can transcend borders Do companies have to get rid of their national identities? Of course not... Italian clothing - Swiss watches - French wine - American Computers The Law of Globalism The Defining Statement Notes

Bob Griffin - INT225 Marketing Communication & E-commerce 7 : The Law of Globalism 8 : The Law of Time 9 : The Law of Vanity 10 : The Law of Divergence 6 : The Law of Advertising Laws of Internet Branding 11 : The Law of Transformation11 The Internet will demolish all barriers, all boundaries, all borders What do we have to pay attention to if we want to go global? National identity Paperwork (taxes, customs, red tape) Language Cultural differences in understanding marketing What else? The Law of Globalism The Defining Statement Notes

Bob Griffin - INT225 Marketing Communication & E-commerce 7 : The Law of Globalism 8 : The Law of Time 9 : The Law of Vanity 10 : The Law of Divergence 6 : The Law of Advertising Laws of Internet Branding 11 : The Law of Transformation11 Just Do It. You have to be fast. You have to be first. You have to be focused. Formulary: The 3 F’s: Fast, First, Focused. How important is it to be first in the consumer’s mind? It is everything. McDonald’s, Coca-Cola, Heinz, Hertz, Kleenex, Butterball and Sharpie. Many of the successful internet sites were not launched by big corporations: Yahoo, Amazon, Twitter, Priceline and Google. Just people with ideas. The Law of Time The Defining Statement Notes

Bob Griffin - INT225 Marketing Communication & E-commerce 7 : The Law of Globalism 8 : The Law of Time 9 : The Law of Vanity 10 : The Law of Divergence 6 : The Law of Advertising Laws of Internet Branding 11 : The Law of Transformation11 Just Do It. You have to be fast. You have to be first. You have to be focused. I love this quote: “Anything worth doing is worthwhile doing in a half- assed way. Anything not worth doing is not worth doing in a perfect way.” 9 out of 10 products fail, not because they were not of a good quality, but because of their timing — they either launched too early or too late. The Law of Time The Defining Statement Notes

Bob Griffin - INT225 Marketing Communication & E-commerce 7 : The Law of Globalism 8 : The Law of Time 9 : The Law of Vanity 10 : The Law of Divergence 6 : The Law of Advertising Laws of Internet Branding 11 : The Law of Transformation11 The biggest mistake of all is believing you can do anything. If that is the case then why have Xerox, IBM, Kodak and Polaroid failed so badly? What can you do to avoid the trappings of vanity? The Law of Vanity The Defining Statement Notes Xerox tried to develop computers (and gave it all away to Apple IBM couldn’t compete in the copy business Kodak tried to compete in the instant picture business and failed Polaroid lost its bid in the film business and then completely floundered

Bob Griffin - INT225 Marketing Communication & E-commerce 7 : The Law of Globalism 8 : The Law of Time 9 : The Law of Vanity 10 : The Law of Divergence 6 : The Law of Advertising Laws of Internet Branding 11 : The Law of Transformation11 The biggest mistake of all is believing you can do anything 1.Keep your brand focused 2.Increase your share of the market (Amazon example) 3.Expand your market 4.Go global 5.Dominate the category The Law of Vanity The Defining Statement Notes

Bob Griffin - INT225 Marketing Communication & E-commerce 7 : The Law of Globalism 8 : The Law of Time 9 : The Law of Vanity 10 : The Law of Divergence 6 : The Law of Advertising Laws of Internet Branding 11 : The Law of Transformation11 Everyone talks about convergence, while just the opposite is happening Technologies don’t converge, they diverge (Clock-radio) Plain. Simple. The Law of Divergence The Defining Statement Notes

Bob Griffin - INT225 Marketing Communication & E-commerce 7 : The Law of Globalism 8 : The Law of Time 9 : The Law of Vanity 10 : The Law of Divergence 6 : The Law of Advertising Laws of Internet Branding 11 : The Law of Transformation11 The Law of Transformation The Internet revolution will change all aspects of our lives. 1. Paper directories are doomed 2. Paper catalogs face an uncertain future 3. The elaborate full-color brochure will become a rarity. 4. Classified ads will shift to the web 5. The postal service won’t be delivering as much mail. 6. Financial Services will shift to the web. The Defining Statement Notes

Bob Griffin - INT225 Marketing Communication & E-commerce 7 : The Law of Globalism 8 : The Law of Time 9 : The Law of Vanity 10 : The Law of Divergence 6 : The Law of Advertising Laws of Internet Branding 11 : The Law of Transformation11 The Law of Transformation The Internet revolution will change all aspects of our lives. 7. The parcel delivery service will soar 8. Internet retailing will become a price game 9. Outernet retailing will become a service game 10. Search engines will decline in importance 11. The Net will change the telephone industry. 12. Newspapers are diminishing; bogs are increasing The Defining Statement Notes