The Sunday edition of the New York Times is a big paper. Yesterday's first section alone had 34 pages. Because we are nearing Father's Day, 10 out of those 34 pages had an ad for watches. 6 were full page ads, and of those 6 full pages, 5 were in full color. So someone is very serious about all this.
Do manufacturers run these ads for watches because consumers believe that watches are good Father's Day gifts, or do people think that watches are good Father's Day presents because they see so many ads for them?
Don't really know, my research department is out sick today.
But I do know that if I were advertising watches in that section, I would be certain that it was more than just the beauty shot that everyone is using because the manufacturer supplied the art work and is paying their share of the cost of the ad. I would actually put an idea into the ad. Or even wait till a different occasion to feature my product. Even though I would lose out on the holiday buying frenzy, I would gain from standing out in the media when my ad did appear. (There is an interesting example in my book of this approach in an ad I did for Sharp watches.)