Hey They Don't Rush Into Change Too Fast
…the old model of Client-Product-Advertisement- (Old) Media wasn’t so bad!
Advertising Agencies, having practically ruined a nearly perfect marketing communications system, are now trying to lure their Clients onto a totally unproven communications system…the Web!
It would appear that all that glistens is NOT gold. The Internet Advertising Bureau boasts about record online ad spend, however we must remember that that the bulk of these monies are spent on "search".
Just remember "Search" is not advertising. Take a look at IAB figures, just under 60% of what it calls "advertising" are in fact search.
Nearly half of the remainder is classified…the remainder, 24% is display advertising…and this on an unproven medium that has software, and is in the process of developing more sophisticated software, to block advertising!
Now we need to guard against Advertising Agencies being carried away with new toys; as they did when commercial television was introduced, whilst new technology is having an impact, now is not the time to abandon "old media."
Currently Advertising Agencies are still dancing on the head of a pin called a 30’ TV commercial. The really terrifying aspect of all this is that advertising agencies have come up with no new ideas as to how to combat clutter; or even customer mistrust and outright avoidance of traditional advertising.
And it is the media that are suffering as a result of such communications incompetence…especially terrestrial television!
And yet these ideas have always been around, however what satisfied the creative ego was the Creative Director and his acolytes swanning around with the hottest Hollywood movie producer.
As somebody said to us the other day the attitude within advertising agencies still is "The answer is a TV commercial, - what’s your question?"
Funnily enough that is (practically) the right answer...simply add interaction and existing media can be much more effective and accountable.
In the past they used to load the TV production cost by hiring an outlandishly expensive Hollywood movie director, so much the better. It satisfied all the egos involved, but, and here is the real weird thing, the consumer couldn’t care less about who directs the commercial, all they wanted was the right information that would allow them to like and buy the product/service.
We must use ways that make existing media much more effective; they do exist but have been totally ignored by Advertising Agencies!
In the advertising industry’s days of dominance, peopled believed it could change the ways consumers think and behave, not just influence them to favour one brand in a category they were already considering.
In earlier days there was a faith than when there was little objective difference among products, an emotion-laden image is always used as a motivator.
Much of this sense of advertising’s enormous power and the almost inevitable effectiveness of image advertising grew as mass advertising followed mass manufacturing in the 50s’ and ‘60s.
Marketing people are moving away from that totally inaccurate picture, however fmcg marketing people still haven’t cottoned on to the fact that "you can sell more goods to less people, and still be more effective", that is if you understand the benefits of ‘conversations’ and interactive television.
Now, customised products are coming back. Modern manufacturing has attained the ability to replicate, in its own way, the Old World of choice.
Advertising agencies have lost sight of their primary goal: to sell the product. Fortunes are wasted on hip; award-winning commercials that often fail to even communicate the brand.
The reality of business demands that advertising answer to the bottom line! Simply by adding interactive communication to your schedule you can reduce spend and make your existing advertising totally accountable.
Which will demonstrably affect your bottom line and, much to the great disgust of Advertising Agencies, Clients can substantially reduce their horrific marketing investment.
Terrestrial television can then breath a sign of relief and get on with what they are good at…producing good programming.
Advertising Agencies, having practically ruined a nearly perfect marketing communications system, are now trying to lure their Clients onto a totally unproven communications system…the Web!
It would appear that all that glistens is NOT gold. The Internet Advertising Bureau boasts about record online ad spend, however we must remember that that the bulk of these monies are spent on "search".
Just remember "Search" is not advertising. Take a look at IAB figures, just under 60% of what it calls "advertising" are in fact search.
Nearly half of the remainder is classified…the remainder, 24% is display advertising…and this on an unproven medium that has software, and is in the process of developing more sophisticated software, to block advertising!
Now we need to guard against Advertising Agencies being carried away with new toys; as they did when commercial television was introduced, whilst new technology is having an impact, now is not the time to abandon "old media."
Currently Advertising Agencies are still dancing on the head of a pin called a 30’ TV commercial. The really terrifying aspect of all this is that advertising agencies have come up with no new ideas as to how to combat clutter; or even customer mistrust and outright avoidance of traditional advertising.
And it is the media that are suffering as a result of such communications incompetence…especially terrestrial television!
And yet these ideas have always been around, however what satisfied the creative ego was the Creative Director and his acolytes swanning around with the hottest Hollywood movie producer.
As somebody said to us the other day the attitude within advertising agencies still is "The answer is a TV commercial, - what’s your question?"
Funnily enough that is (practically) the right answer...simply add interaction and existing media can be much more effective and accountable.
In the past they used to load the TV production cost by hiring an outlandishly expensive Hollywood movie director, so much the better. It satisfied all the egos involved, but, and here is the real weird thing, the consumer couldn’t care less about who directs the commercial, all they wanted was the right information that would allow them to like and buy the product/service.
We must use ways that make existing media much more effective; they do exist but have been totally ignored by Advertising Agencies!
In the advertising industry’s days of dominance, peopled believed it could change the ways consumers think and behave, not just influence them to favour one brand in a category they were already considering.
In earlier days there was a faith than when there was little objective difference among products, an emotion-laden image is always used as a motivator.
Much of this sense of advertising’s enormous power and the almost inevitable effectiveness of image advertising grew as mass advertising followed mass manufacturing in the 50s’ and ‘60s.
Marketing people are moving away from that totally inaccurate picture, however fmcg marketing people still haven’t cottoned on to the fact that "you can sell more goods to less people, and still be more effective", that is if you understand the benefits of ‘conversations’ and interactive television.
Now, customised products are coming back. Modern manufacturing has attained the ability to replicate, in its own way, the Old World of choice.
Advertising agencies have lost sight of their primary goal: to sell the product. Fortunes are wasted on hip; award-winning commercials that often fail to even communicate the brand.
The reality of business demands that advertising answer to the bottom line! Simply by adding interactive communication to your schedule you can reduce spend and make your existing advertising totally accountable.
Which will demonstrably affect your bottom line and, much to the great disgust of Advertising Agencies, Clients can substantially reduce their horrific marketing investment.
Terrestrial television can then breath a sign of relief and get on with what they are good at…producing good programming.
…the old model of Client-Product-Advertisement- (Old) Media wasn’t so bad!
Advertising Agencies, having practically ruined a nearly perfect marketing communications system, are now trying to lure their Clients onto a totally unproven communications system…the Web!
It would appear that all that glistens is NOT gold. The Internet Advertising Bureau boasts about record online ad spend, however we must remember that that the bulk of these monies are spent on "search".
Just remember "Search" is not advertising. Take a look at IAB figures, just under 60% of what it calls "advertising" are in fact search.
Nearly half of the remainder is classified…the remainder, 24% is display advertising…and this on an unproven medium that has software, and is in the process of developing more sophisticated software, to block advertising!
Now we need to guard against Advertising Agencies being carried away with new toys; as they did when commercial television was introduced, whilst new technology is having an impact, now is not the time to abandon "old media."
Currently Advertising Agencies are still dancing on the head of a pin called a 30’ TV commercial. The really terrifying aspect of all this is that advertising agencies have come up with no new ideas as to how to combat clutter; or even customer mistrust and outright avoidance of traditional advertising.
And it is the media that are suffering as a result of such communications incompetence…especially terrestrial television!
And yet these ideas have always been around, however what satisfied the creative ego was the Creative Director and his acolytes swanning around with the hottest Hollywood movie producer.
As somebody said to us the other day the attitude within advertising agencies still is "The answer is a TV commercial, - what’s your question?"
Funnily enough that is (practically) the right answer...simply add interaction and existing media can be much more effective and accountable.
In the past they used to load the TV production cost by hiring an outlandishly expensive Hollywood movie director, so much the better. It satisfied all the egos involved, but, and here is the real weird thing, the consumer couldn’t care less about who directs the commercial, all they wanted was the right information that would allow them to like and buy the product/service.
We must use ways that make existing media much more effective; they do exist but have been totally ignored by Advertising Agencies!
In the advertising industry’s days of dominance, peopled believed it could change the ways consumers think and behave, not just influence them to favour one brand in a category they were already considering.
In earlier days there was a faith than when there was little objective difference among products, an emotion-laden image is always used as a motivator.
Much of this sense of advertising’s enormous power and the almost inevitable effectiveness of image advertising grew as mass advertising followed mass manufacturing in the 50s’ and ‘60s.
Marketing people are moving away from that totally inaccurate picture, however fmcg marketing people still haven’t cottoned on to the fact that "you can sell more goods to less people, and still be more effective", that is if you understand the benefits of ‘conversations’ and interactive television.
Now, customised products are coming back. Modern manufacturing has attained the ability to replicate, in its own way, the Old World of choice.
Advertising agencies have lost sight of their primary goal: to sell the product. Fortunes are wasted on hip; award-winning commercials that often fail to even communicate the brand.
The reality of business demands that advertising answer to the bottom line! Simply by adding interactive communication to your schedule you can reduce spend and make your existing advertising totally accountable.
Which will demonstrably affect your bottom line and, much to the great disgust of Advertising Agencies, Clients can substantially reduce their horrific marketing investment.
Terrestrial television can then breath a sign of relief and get on with what they are good at…producing good programming.
Advertising Agencies, having practically ruined a nearly perfect marketing communications system, are now trying to lure their Clients onto a totally unproven communications system…the Web!
It would appear that all that glistens is NOT gold. The Internet Advertising Bureau boasts about record online ad spend, however we must remember that that the bulk of these monies are spent on "search".
Just remember "Search" is not advertising. Take a look at IAB figures, just under 60% of what it calls "advertising" are in fact search.
Nearly half of the remainder is classified…the remainder, 24% is display advertising…and this on an unproven medium that has software, and is in the process of developing more sophisticated software, to block advertising!
Now we need to guard against Advertising Agencies being carried away with new toys; as they did when commercial television was introduced, whilst new technology is having an impact, now is not the time to abandon "old media."
Currently Advertising Agencies are still dancing on the head of a pin called a 30’ TV commercial. The really terrifying aspect of all this is that advertising agencies have come up with no new ideas as to how to combat clutter; or even customer mistrust and outright avoidance of traditional advertising.
And it is the media that are suffering as a result of such communications incompetence…especially terrestrial television!
And yet these ideas have always been around, however what satisfied the creative ego was the Creative Director and his acolytes swanning around with the hottest Hollywood movie producer.
As somebody said to us the other day the attitude within advertising agencies still is "The answer is a TV commercial, - what’s your question?"
Funnily enough that is (practically) the right answer...simply add interaction and existing media can be much more effective and accountable.
In the past they used to load the TV production cost by hiring an outlandishly expensive Hollywood movie director, so much the better. It satisfied all the egos involved, but, and here is the real weird thing, the consumer couldn’t care less about who directs the commercial, all they wanted was the right information that would allow them to like and buy the product/service.
We must use ways that make existing media much more effective; they do exist but have been totally ignored by Advertising Agencies!
In the advertising industry’s days of dominance, peopled believed it could change the ways consumers think and behave, not just influence them to favour one brand in a category they were already considering.
In earlier days there was a faith than when there was little objective difference among products, an emotion-laden image is always used as a motivator.
Much of this sense of advertising’s enormous power and the almost inevitable effectiveness of image advertising grew as mass advertising followed mass manufacturing in the 50s’ and ‘60s.
Marketing people are moving away from that totally inaccurate picture, however fmcg marketing people still haven’t cottoned on to the fact that "you can sell more goods to less people, and still be more effective", that is if you understand the benefits of ‘conversations’ and interactive television.
Now, customised products are coming back. Modern manufacturing has attained the ability to replicate, in its own way, the Old World of choice.
Advertising agencies have lost sight of their primary goal: to sell the product. Fortunes are wasted on hip; award-winning commercials that often fail to even communicate the brand.
The reality of business demands that advertising answer to the bottom line! Simply by adding interactive communication to your schedule you can reduce spend and make your existing advertising totally accountable.
Which will demonstrably affect your bottom line and, much to the great disgust of Advertising Agencies, Clients can substantially reduce their horrific marketing investment.
Terrestrial television can then breath a sign of relief and get on with what they are good at…producing good programming.
posted by zzzzzzzzzzz at
3:34 AM
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