Operation ‘Full Disclosure’ Targets More Than 60 National Advertisers

After reviewing numerous national television and print advertisements, staff of the Federal Trade Commission has sent warning letters to more than 60 companies – including 20 of the 100 largest advertisers in the country – that failed to make adequate disclosures in their television and print ads. The initiative – Operation Full Disclosure – is the FTC’s latest effort to ensure that advertisers comply with federal law and do not mislead consumers.

Operation Full Disclosure focused on disclosures that were in fine print or were otherwise easy to miss or hard to read, yet contained important information needed to avoid misleading consumers. In the warning letters, staff identified problematic ads, recommended that advertisers review all of their advertising to ensure that any necessary disclosures are truly “clear and conspicuous,” and asked them to notify the staff of the actions they intended to take with respect to their advertising. The response to staff’s letters has been extremely positive.

More from the Federal Trade Commission.

2010 Census Advertising Campaign Earns Prestigious Ogilvy Awards

Read about it HERE or HERE.

Opportunity Knocks

Here's a link that opens up the newest Census PSA, Opportunity is Knocking at Your Door. This PSA relates to the Non-Response Follow Up campaign that is currently being conducted thorughout the country by US Census Enumerators. These census takers are visiting the households that have yet to return their census questionnaires to make sure every community is counted accurately in the 2010 Census.

Census 2010 Super Bowl Ad

In case anyone missed it. It is the second in a series of Census ads directed by Christopher Guest, who has directed several movies I have enjoyed, including Best in Show, Waiting for Guffman and A Mighty Wind.

Yet, I'm inclined to agree with one of my colleagues who said that the SB ad was "confusing, and when they ask in the end something to the effect of 'When are we counting everyone?' and they answer is left sort of out there unanswered. I know it is a spoof, but it sort of confuses the average person about what IS going on with the Census..." Maybe it beccomes clearer in the next bits.

I went to the Wall Street Journal's online poll re Super Bowl ads . It's unofficial, but telling. There were 53 ads on the program. As of yesterday at noon, the Census ad ranked 40th in the Best Ad category, and 3rd in the Worst Ad category. (Oddly, the Audi 'Green' ad was #1 in both lists.)

Other thoughts?

Advertising Spending

From AdAge:

Here are 2007 data by industry.

For a fee, you can get 2008 and 2009 figures.

100 Leading National Advertisers: 2009 edition index

Facts and figures on US ad spending
Published: June 22, 2009 in Advertising Age

MARKETER TREES 2009
Explore the database of the 100 Leading National Advertisers Featuring U.S. ad spending, division sales, personnel, brands and agencies.

RANKINGS, ANALYSIS, CHARTS AND MORE
100 Leading National Advertisers
A ranking of the top 100 U.S. advertisers in 2008

Spending Fell (only) 2.7% in '08. Real Problem: 2009
Walmart Stores Spending up 16%; Retail Surpasses Auto as Top Ad Category, by Bradley Johnson

Video: Bradley Johnson discusses 100 LNA

U.S. Ad Spend Trends: 2008
• % change in ad spend, 2001-2008: 100 LNA
• % change in ad spend, 2001-2011 (forecast): ZenithOptimedia
• How 2008 U.S. ad spending was split by medium
• How 2008 U.S. ad spending was split by category

Verizon Tops AT&T as Most-Advertised Brand
Walmart vaults into No. 5 Spot with 66% increase in measured media spending, by Maureen Morrison

Top 200 Megabrands
By U.S. measured media spending in 2008

Total U.S. Advertising Spending by Medium
• Measured media spending from TNS Media Intelligence
• Media plus marketing services from ZenithOptimedia

Total U.S. Measured Advertising Spending by Category
Media spending totals from TNS by category for 2008

Top 10 Advertisers in 10 Media
Top spenders in magazine, newspaper, outdoor, radio, broadcast TV, cable and internet based in measured media

U.S. Advertising as Percent of Sales
For the 100 LNA by category

U.S. Market Share Leaders
Marketers in key ad categories for 2008: Automotive, retail, restaurants, wireless, beverages, beer, prescription drugs, personal care and credit cards

Prediction: U.S. Election Will Cost $5.3 Billion

The 2008 election for president and Congress is not only one of the most closely watched U.S. elections in years; it’s also the most expensive in history. The nonpartisan Center for Responsive Politics estimates that more than $5.3 billion will go toward financing the federal contests today. The presidential race alone will cost nearly $2.4 billion, the Center predicts.

3 Minute Ad Age

If you know people who care about marketing trends, they might consider spending 180 seconds checking out video news from AdAge every weekday. The June 13 post, for example, noted that as the "green" market tries to promote itself, the notion of "sacrifice" is not loved, that "environmentalism" is polarizing, and "conservationalism" is frumpy. However, the term "sustainability" is embraced better as an idea suggesting responsible consumption.

Online Advertising Expenditures

Check out Digital Marketing and Media from AdAge.

Internet Advertising Revenue

From the Hill Library:

IAB Internet Advertising Revenue Report. 19 pages, PDF.

Post-Upfront Survey results published in Advertising Age

The most significant new trend to emerge in the 2007-08 upfront market is the switch to a new ratings system, according to a survey of media buyers and sellers participating in TV Guide Network’s 2007 Upfront Opinion Study.