Well, I will admit that I am one of those Mad Men fans that Nicky is referencing in her post below. Entertainment value aside, as marketers, I think we need to be reminded of the core advertising principles that are so evident in this program. It is so refreshing to see traditional American brands such as Dove, Hellmann’s and Klondike use the legitimacy of the series as a way to demonstrate that core marketing fundamentals still work best.

We can all have our opinions regarding the Unilever campaign’s originality and effectiveness. But regardless, the message is clear:

1)  Know your target

2)  Communicate one differentiating message

Today’s marketing landscape offers a complex array of challenges that we were not faced with in 1967. Budgets have become more and more fragmented to address the customized needs of today’s global retail system. The technology products that are being marketed to us offer an array of features and benefits. But even with technology brands, that shouldn’t change our strategy.

As marketers it is now our responsibility more than ever to use the targeting benefits of new media to our advantage and not dilute the message. With the consumer landscape shifting its focus to mobile media, online communities, DVR technology, WiFi, etc., we have even less time to generate awareness and a call to action. So let’s not forget the principles of the past to make sure that once we get our consumer’s attention, we have something to say.