Wednesday, 10 January 2007

Terrible advertising clutter!

Consumers today encounter
from 3,500 to 5,000 marketing messages a day vs. 500 to 2,000 in the 1970s.

The result: There are so many ads out there today to an extent never before realised. No matter how many more ads out there, it’s not going to work…because it’s not registering!

Finally, finally, the whole dismal story is emerging, the biggest confidence trick in this or any other century is, finally, being exposed.

The confidence trick of Advertising!

Nowadays the problem is so bad that serious discussions about accountability never occur, advertising could never be totally accountable because it never worked to the extent believed – period.

The huge problem of clutter was never seriously addressed, as they had no answer for the problem. Meanwhile the swine lavishly ate at the Clients table and then laughed all the way to the bank.

The days are numbered for TV ads’ dominance. However and surprisingly, many marketers remain reluctant to look at new media alternatives, in part because they don’t know how to use them: They don’t know what to replace (TV) with.

Clients continue to spent a majority of money in a very dinosauristic medium perhaps they are hoping they can retire before (change) happens!

The marketing industry must adapt to a coming world where consumers enjoy total control and will no longer tolerate tedious commercials that hold them hostage to messages they care nothing about.

There are still a lot of people in the business that don’t accept what is about to happen. That is myopic. Perhaps it is time for the advertising and TV industries to get contact lenses, because the latest research suggests that trouble lie ahead.

Last month a long essay called "The Chaos Scenario" in the trade publication Ad Age worried that the industry might not be prepared for the collapse of the old advertising model. And a book to be published next month, "Life after the 30-Second Spot", surveys the formats that might replace the industry’s workhorse. Says author Joseph Jaffe, "Unfortunately nothing in this industry has changed except consumers, who don’t take commercials at face value any more."

In his book "The End of Advertising as we know it," Sergio Zyman, former Chief Marketing Officer, The Coca-Cola Company, argues that current advertising practices are dead.

He contends that advertisers 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!

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