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You’ve noticed my posting trend… Anyway here’s an excellent market review of the NCAA March Madness campaign. Good insight on the effectiveness of the advertising and online ‘medium brand consolidation’. Medium brand consolidation is something I just made up that deals with the integration of your brand across all your mediums whether that’s online, television, magazine, or brick and morter.
From Nita Rollins:

“Amidst pronouncements that all media is going digital, and that online media and marketing are now the linchpins of entire brand campaigns and new product launches, there was nary a URL mention in 60% of the TV spots that aired during the CBS network coverage of the 2006 NCAA Men’s Basketball Tournament. ”

Everything but ‘Net: NCAA Advertising Audit Shows Stunning Lack of Brand Integration Between TV and Internet

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