America wants revenge on BP following the Gulf of Mexico oil spill occurred. The typical citizen wants to know the corporate oil giant is employing its resources to repair the catastrophic damage done to jobs, tourism and the ecological balance. The London Telegraph shows just where that money is going. Evidently, 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 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. There has been more spending on netweork TV, cable and radio marketing for BP. The money is cash that could be spent helping with the cleanup instead. It is a little bit much of a “top kill” for BP to spend $ 1 million a week although it is good to do some marketing. : “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.”
More marketing in the Gulf Coast region
Media Monitor indicates that BP’s advertising reached the greatest level of saturation within the Gulf Coast region where cities were directly suffering from the oil spill. 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 within the top 10 cities for BP to advertise at. You will find some congress members that think it is fine for BP to market. One of these is Rep. Kathy Castor. The gulf states are going 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 details flow
BP is trying to reassure America with its marketing. Seems like 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. It is interesting to see that BP is watching its employees. Even the bottom line is being watched. Don’t expect BP to stop advertising with wasted millions unless Congress makes them stop since brand recognition and the way it is perceived is essential to any business.
Find more information on this subject
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
