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Apple Has No Plans for iPod Ads, But Marketers Still Want to Reach Those Users
Sunday, July 31st, 2005 at 3:00 PM - by Brad Cook
"Music fans may bemoan the crumbling boundary between commercials and song-making," writes Michele Gershberg in a recent Reuters article, "but there's more to come in an industry turned on its head by portable digital music players like the fast-selling iPod." She cites Burger King's "Coq Roq" band, which was created to sell a new product for the fast food chain, as an example of that. Another one is Radio Disney's plan to sell the songs on its playlist through iTunes, "connecting its brand more closely to singers popular with kids," Ms. Gershberg writes.
Podcasts could provide a new avenue for advertising, but Craig Davis, chief creative officer at ad agency JWT Worldwide, told Ms. Gershberg that "to interrupt and intrude on [using an iPod] with advertising would be pretty unwelcome."
On the other hand, Budweiser has found a way around that by sponsoring unsigned artists with its "True Music" campaign. One of those bands just signed a record deal, and Budweiser could incorporate it back into its advertising, "if they get big enough and they have the audience," Anheuser-Busch sports and entertainment marketing head Tim Schoen told Ms. Gershberg.
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