The Wrong Lessons on Marketing


Marketing has become big news, partially because it’s not working any more.  No one can figure out how to compete with the internet.  A local K-Mart is closing down.  Barnes and Noble can’t figure out their market.

And TV…?

They keep cutting more of the shows to add more commercials.

Most notably, the show’s opening credits.

Why is that bad?

Well, if the music catches on, it can provide word of mouth advertising for the show (and by virtue of that, the sponsors).

L.A. Law is one of those where the theme music hit the radio stations and was everywhere.  I still hear it sometimes today.  Show seems to have faded into obscurity now.  But the show was enormously popular, and people were talking about it.  The license plate in the opening credits belonged to a Los Angeles lawyer, and the crew filmed it every year.

One for The Greatest American Hero.  This showed up on radio stations all over, and still can be found on the radio today.  The impact on the show?  Not as much.  I think Steven J. Cannell (the producer) tried to make it cops with a superhero costume.  They weren’t able to pull it off, and the show had some retooling going into its second season.  Wasn’t helped by the assassination attempt on Ronald Reagan either…the character’s last name was the same as the assassin, so there are a bunch of episodes where his name changes, then changes back.

And a very iconic theme, Mission: Impossible.  I think it’s so iconic that Hollywood couldn’t not remake it, except into movies.  The show also used as part of the validation at the end (the validation tells us the episode is over).  In the final minutes, the team comes back together and walks away as the music plays and we know they were successful.

Now?  There are no more opportunities because Hollywood wants more commercials.  Seems like they learned the wrong lessons.

5 thoughts on “The Wrong Lessons on Marketing

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