America wants to be aware that BP is doing everything within their power to atone for the Gulf of Mexico oil spill disaster. There was so much damage done to jobs, tourism and also the ecological balance causing every person to want the oil giant to pay. The London Telegraph shows just where that money is going. Apparently, BP is spending $ 1 million a week for TV marketing alone. 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 just the last four months, more than $ 1 million
There’s been no response issued by BP although it has said it will cooperate with the House committee demands. BP has spent even more on advertising. This has all been in network TV, cable and radio advertising. The cleanup might need the money that could 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 put it bluntly: “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 getting advertising
The Gulf Coast region, or the cities hurt by the oil spill, are getting one of the most advertising. This is shown by Media Monitor. Miami and Fort Myers were two of the five cities in Florida that came within the top 10 places BP wanted to advertise the cleanup of the oil spill. 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 marketing is making certain of that, although it may not really be helping BP’s image.
Info flow
BP’s response to critics has been to reiterate the purpose of its advertising is to assure Americans that the company plans to meet its commitments. You will find two commitments that are top priority. Those are to service claims and keep cleaning up the spill. BP is apparently keeping an eye on the bottom line right now though. How a brand is perceived is vitally significant 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
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