America wants revenge on BP after the Gulf of Mexico oil spill occurred. The average citizen wants to know that the corporate oil giant is employing its resources to repair the catastrophic damage done to jobs, tourism and also the ecological balance. BP’s TV advertising is costing them $ 1 million a week, reports the London Telegraph. Although BP’s image can be helped with that, the U.S. House of Representatives’ Energy and Commerce committee isn’t getting it.
More than $ 1 million a month within the last four months
There has been no response issued by BP although it has said it will cooperate with the House committee requirements. There’s been more spending on netweork TV, cable and radio advertising for BP. The cleanup might need the money that could possibly be spent on better things. Instead it is just going to advertising. Some advertising is necessary, but $ 1 million-plus per week may be the “top kill” of overkill. President Obama explained: “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 ending up with the most advertising
The Gulf Coast region, or the cities hurt by the oil spill, are getting 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. But when it comes to advertising, some members of Congress, such as Rep. Kathy Castor of Florida, believe that it’s fine for BP to advertise. The gulf states are likely to be getting more tourism, including Florida. The marketing is making sure of that, although it may not really be helping BP’s image.
Controlling the flow of info
BP appears to be advertising to let Americans know it is working on meeting the commitments it has made. It is assumed that those commitments are to service claims and keep up with the cleaning effort. It is interesting to see that BP is watching its employees. Even the bottom line is being watched. How a brand is perceived is vitally important to that line, so don’t 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
