Live From New York…

As I wander Times Square, surrounded by some of the most iconic advertising in America (and maybe the world), I wonder if any of it really even works?

And then it hits me that the more relevant question isn’t whether any individual piece of advertising in Times Square actually works, but rather what advertising in a place like Times Square says about a brand.

The massive Diet Coke ad might not inspire anyone to pick up a can of soda, but by placing a huge ad in Times Square Coca-Cola is clearly making a statement about their brand.

The same applies locally.

Your ad’s content is vital. But so is an awareness of the environment in which you place your advertising.

If you run radio ads during the Rush Limbaugh Show, you implicitly associate yourself with his views… for better or worse. When your print ads end up in the gardening section of the Sunday paper, a message about your brand is communicated. Same thing when your billboard goes up next to a strip club.

It isn’t enough to be aware of the impact of your advertising message. You need to also have a keen awareness of what message is being sent by where your advertising is being seen and heard.

* if the above video didn’t play, you can watch the video blog entry on YouTube here.

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