Mkt investigacion de mercado

Blockbuster has creative ideas but can not afford to perform

Blockbuster has finally reached a point of differentiation to advertise and strong creativity to engage consumers, but has run out of money to invest in marketing. The international giant movie rental has until Sept. 30 to pay 42 million of the 1.000 billion in debts and, according to Los Angeles Times, the company is consideringfiling for bankruptcy. But while creative has been testing three different themes in Charlotte, North Carolina Reno, Nevada, and Columbus, Ohio, reports Advertising Age.

Blockbuster has made an agreement to offer premieres 28 days before its main competitors, Netflix and Redbox. Though the deal only affects Universal, Fox and Warner Bros., Blockbuster have said that is a great opportunity forbusiness.

The spot "28 days" was launched in Charlotte six weeks ago under the slogan "Less waiting. More watching "(less wait and more to see). The sport takes place in different scenarios with a touch of humor, like a flight has been delayed 28 days, or a restaurant where a couple must wait 28 days to get a table.

"As long as Blockbuster continues to sink between debts, your marketing effortshave improved significantly and have finally managed to find an advantage for Blockbuster," said Richard Greenfield, an analyst at BTIG Research. And though he wondered about the effect the campaign would be consumers who would see the premieres of other studies such as Disney, Sony and Paramount while his rivals, to Greenfield this has been the best advertisement for Blockbuster in years.

InColumbus, Ohio, has released another spot, "25 years", which promoted discounts on rental DVDs to mark the 25th anniversary of the company. In the third ad, "Recorder" only aired on the radio in Reno, Nevada, and promoted a pass for three months for $ 49 so that customers could rent unlimited games without penalty payments for delays.
The creativity of the campaign is developing the Euro RSCG,Havas, which was made with the Blockbuster account last spring. A spokesman said it can not be confirmed when there will be new job and declined to comment on the agency would take the position that if Blockbuster filed for bankruptcy.

The agreement has been reached with the Blockbuster Hollywood producers has made the company take a position of advantage over the competition, but also requiresa brand image that the company can not afford to advertise.

Blockbuster only $ 8 million in media in the first half of 2010, as reported by Kantar Media. And unless the company is able to show your creditors the impact they are having campaigns, it is difficult to have sufficient funds to carry out marketing campaigns.

TRADUCCION
BLOCKBUSTER TIENE IDEAS CREATIVAS PERO NO TIENE DINERO PARAREALIZARLAS
Blockbuster por fin ha logrado un punto de diferenciación que anunciar y una creatividad fuerte para implicar a los consumidores, pero se ha quedado sin dinero que invertir en marketing. El gigante internacional de alquiler de películas tiene hasta el 30 de septiembre para pagar 42 millones de los 1.000 millones de dólares en deudas y, según Los Angeles Times, la compañía estáconsiderando declararse en bancarrota. Pero al mismo tiempo ha estado probando creatividades con tres temáticas diferentes en Charlotte, Carolina del Norte; Reno, Nevada y Columbus, Ohio, informa Advertising Age.
Blockbuster ha logrado un acuerdo para ofrecer estrenos 28 días antes que sus principales competidores, Netflix y Redbox. Aunque el trato sólo afecta a Universal, Fox y Warner Bros., enBlockbuster han afirmado que es una gran oportunidad para el negocio.
El spot “28 days” se lanzó en Charlotte hace seis semanas bajo el lema “Less waiting. More watching” (menos esperar y más ver). El sport transcurre en diferentes escenarios con un toque de humor, como un vuelo que ha sido retrasado 28 días, o un restaurante en el que una pareja tiene que esperar 28 días para conseguir una mesa....