I think that this ad is FREE for MEDIACORP unless the son (free newspaper) wants the mother to pay for asking him to carry something.
I know advertising on newspaper costs a lot. But that is not the point.
What's interesting is how the award came about.
According to information published on their Channelnewsasia website, the survey covered 763 respondents from Singapore, comprising 578 client-advertisers and 185 senior agency professionals.
If you look at the majority of TV advertisements in Singapore, they are mostly businesses selling generic and mass market products and services. Baby milk powder, milk powder, washing detergents, cooking oil, cars, restaurants, fast food, supermarkets, government agencies.... (SHIT!! I can't recall any TV ad that I watched yesterday).
I mean those are the ones that you see running TV ads.
So the question is, if those respondents are from Singapore, who do you think they will target?
Of course Singaporeans. And where can they get the most exposure to the most potential customers? FREE TV channels. Oh, by the way, MEDIACORP is the only FREE TV channel company in Singapore.
Although there's paid TV channels in Singapore by StarHub Cable Vision and Singtel Mio TV, the reach is not as wide as the FREE TV channels. No mass product marketer is going to pay for advertisement that caters to a market that is so niche, like Filippino, Indian or Chinese or Chinese who likes to watch Hong Kong dramas, Chinese who like watching Western movies.
And based on the information from their Channelnewsasia's website, the other broadcasters involved in the survey included Fox International Channels, Discovery Networks Asia Pacific, CNBC Asia Pacific and BBC Worldwide Channels Asia.
Who are these broadcasters?
They are specialized paid TV channels that caters to very specific target market on a regional basis like movie lovers, nature lovers and businessmen. Who do you think the respondents are going to choose? It certainly makes no sense to advertise baby milk powder on CNBC if your market is Singapore, unless you are thinking regional.
And what does it give you?
A survey result that offers you no meaning. One that does not stand up to scrutiny.
While it's an opportunity to blow your own trumpet, it may be a wiser choice to decline the award graciously. Or just SHUT UP.
And that brings us to the next question.
If you are a company producing baby milk powder, why not advertise on babies channels? Or during programs related to pregnancies and birth?