America wants to know that BP is doing anything within their power to atone for the Gulf of Mexico oil spill disaster. The average citizen wants to know that the corporate oil giant is using its resources to repair the catastrophic damage done to jobs, tourism and also the ecological balance. According to the London Telegraph, nevertheless, BP is spending more than $ 1 million per week in corporate TV marketing alone. The U.S. House of Representatives’ Energy and Commerce committee thinks that BP needs to do more than work on its image.
In four months, $ 1 million and more per month
BP said it would cooperate with House committee requirements. There hasn’t been a reply yet. Without a written standard, BP’s spending on network TV, cable and radio advertising could continue to skyrocket. The money is cash that could possibly be spent helping with the cleanup instead. It is just a little bit much of a “top kill” for BP to spend $ 1 million a week although it is good to do some marketing. 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.”
More marketing in the Gulf Coast region
The Gulf Coast region, or the cities hurt by the oil spill, are getting one of the most advertising. This is shown by Media Monitor. Five cities in Florida, including Miami and Fort Myers, were among the top 10 target areas for BP oil spill cleanup marketing. There are some congress members that think it is fine for BP to advertise. One of these is Rep. Kathy Castor. However, the marketing should help steer tourism to Florida and the Gulf states, instead of focus on burnishing BP’s corporate image as a primary goal.
Controlling info flow
BP is apparently marketing 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. Most companies care about the importance of the way the brand is perceived. That is why, unless Congress stops BP, marketing efforts wasting money won’t stop.
Additional 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
