America wants BP to be doing everything possible to make sure it is taking care of the Gulf of Mexico oil spill it caused. Every person wants to make sure the oil giant is fixing the tourism, jobs and ecological balance issues. The London Telegraph reports that $ 1 million a week is being spent by BP just for TV marketing. That may go a long way toward mending BP’s corporate image, but the U.S. House of Representatives’ Energy and Commerce committee is looking for more than that.
In four months, $ 1 million and more per month
BP has indicated its intention to cooperate with the demands of the House committee, yet no formal response has been issued. Without a written standard, BP’s spending on network TV, cable and radio marketing could continue to skyrocket. The cleanup might need the money that could possibly be spent on better things. Instead it is just going to advertising. Some marketing is necessary, but $ 1 million-plus per week may be the “top kill” of overkill. President Obama had something to say. He said: “What I don’t want to hear is, when they’re spending that kind of money on their shareholders and on TV advertising, that they’re nickel-and-diming fishermen or small businesses here in the Gulf who are having a hard time.”
Gulf Coast region over advertised
The Gulf Coast region, or the cities hurt by the oil spill, are getting probably the most advertising. This is shown by Media Monitor. The cleanup of the oil spill was advertised in five cities in Florida. Miami and Fort Myers are two of these cities that all were in the top 10 cities for BP to advertise at. Rep. Kathy Castor of Florida, and a few others, feel like BP can advertise as much as it wants. The gulf states are likely to be getting more tourism, including Florida. The advertising is making sure of that, although it may not actually be helping BP’s image.
Flow of info
BP is trying to reassure America with its advertising. It appears it wants America to know it will make its commitments. It is assumed that those commitments are to service claims and keep up with the cleaning effort. BP appears to be keeping an eye on the bottom line right now though. How a brand is perceived is vitally essential to that line, so do not expect BP to stop spending millions on self-serving advertisements unless Congress manages to shoehorn the disgraced giant into a confining set of orthopedic shoes with economically correct arches.
Telegraph
telegraph.co.uk/finance/newsbysector/energy/oilandgas/7969586/BP-to-admit-1m-a-week-advertising-spree.html
BP’s ad campaign – an academic perspective
youtube.com/watch?v=t1lM2gtg1gk
