America wants revenge on BP following the Gulf of Mexico oil spill occurred. There was clearly so much damage done to jobs, tourism and also the ecological balance causing every person to want the oil giant to pay. According to the London Telegraph, nevertheless, BP is spending more than $ 1 million per week in corporate TV advertising alone. BP’s image to the world is much better with this. Sadly, the U.S. House of Representatives’ Energy and Commerce committee expects more of BP.
In four months, $ 1 million and more per month
BP said it would cooperate with House committee demands. There hasn’t been a response yet. Without a written standard, BP’s spending on network TV, cable and radio advertising could continue to skyrocket. That’s money that could be spent cleaning animals and finding underwater oil plumes. Advertising is important for BP right now. Unfortunately, $ 1 million a week is a “top kill” making it a little too much. President Obama had something to say. He said: “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 over advertised
The cities that were directly hurt with the oil spill, all within the Gulf Coast region, are shown by Media Monitor to get the most saturation of BP advertising. 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 in 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. Although BP is advertising to help with its image, it is more likely to bring tourism back to Florida and the other gulf states.
Info flow
BP appears to be marketing to let Americans know it is working on meeting the commitments it has made. There are two commitments that are top priority. Those are to service claims and keep cleaning up the spill. However, any corporation the size of BP reached the peak of the mountain by keeping an eye on the bottom line. Don’t expect BP to stop marketing with wasted millions unless Congress makes them stop since brand recognition and also the way it is perceived is important to any business.
Further reading
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
