Blog: The Evil Empire of the Marketing Department

Technology advancement or PR bluster? Guest blogger Mark Coxon analyzes the murky world of product releases.

Blog: The Evil Empire of the Marketing Department
If a new product proclaims itself to be the latest and greatest, is it? Credit: Photo by channaher/Flickr
Blog: The Evil Empire of the Marketing Department
If a new product proclaims itself to be the latest and greatest, is it? Credit: Photo by channaher/Flickr

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There is nothing more frustrating to me than looking at new product press releases.  There is always a glimmer of hope as I read the marketing material of these galactic “New Hopes” that is quickly followed by a “Empire Strikes Back” moment of comparing the marketing materials to reality.

There have been some notable and highly questionable marketing plays in the last couple years.  One that stands out in my mind was the addition of the “240Hz compatible” HDMI description on the packaging of high end cables to capitalize on the introduction of 240Hz displays.  Any AV guy worth his salt knows that the signal is never transmitted at that rate, but the display itself refreshes more often and adds extra frames.  However, the consumer is persuaded into buying a higher end product under the guise of “necessity”and the manufacturer laughs all the way to the bank, multiplying sales by misleading the public.

Is my objection based just on some egocentric AV guy snobbery or am I justified in being a little let down by the latest round of promotion?

I write this today, as I was just confronted with another such instance of creative advertising.  I saw the introduction of a new Sony BluRay player that boasts 4K upscaling and 16 bit color processing to offer the ultimate cinema experience.  Coupled with the company’s VPL1000ES 4K projector, it seems that the digital theater experience has finally come to a business theater or auditorium in all of its digital glory at an amazing price point… or has it?

Let me start by saying, I know innovation starts at one point and progresses.  I compliment manufacturers like Sony on constantly innovating new products, and repeatedly raising the bar, and 4K projection is definitely a step up.  These products have garnered good reviews from many publications and have a place in the market, however they are not on par with the experience at a digital cinema, 4K resolution (I’ll spare you my view on upscaling this time) and 3D capability aside.

Is my objection based just on some egocentric AV guy snobbery or am I justified in being a


Latest Resource

The Technology Decision Maker’s Guide to Physical Security
Our download gives you the basics on several physical security systems that you need to think about as the technology decision maker for your company.

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