Advertising

ROI was the major focus of the Kagan World Media conference on sponsored programming and product placement, which was held Wednesday in New York.

Council of the U.S. and the Beer Institute announced they will only buy advertising in media that has an audience that is 70% adult, up from the current 51%. The new figure could mean some TV shows and magazines might have fewer beer ads and could make attracting a teen audience less desirable to media programmers, but both alcohol groups said the ad changes would be very limited.

Diageo said on Monday that it will relaunch Smirnoff vodka and brand extensions such as Smirnoff Twist, Ice and Ice Triple black with new bottle and logo designs and national advertising and marketing programs for which the company will spend in excess of $150 million.

Similar to the way it sells network radio, Clear Channel has organized its 71 stations in California into eight statewide advertising networks. Each of the networks groups its stations by demographics, such as the Female Voter Network (23 stations), the 50-Plus Mature Adult Network (26), News/Talk (12) and the Coastal Network (37). Candidates can also purchase individual stations.

A "new marketing model" is emerging among the nation's largest advertisers and it means there will be increasing pressures on the accountability of agencies, the media and among corporate marketing executives themselves, the head of nation's top ad trade association said.

The magazine industry, mindful of the song lyric that the days grow short when you reach September, is striving to build upon some improved advertising results this month with hopes of producing some momentum for next year.