Tuesday, 10 June 2008

“Television killed advertising”

In October of this year (2008) the book, “Television killed advertising” is published by Oktober Books Publishing.
“Television killed Advertising” discusses, in detail, the need for a thorough understanding of Interactive Communication and lists examples of just how much more effective Interactive is when compared to normal advertising. Written by Paul Ashby with an overview by Marketing Consultant Edd Keating, “Television killed Advertising” will provide you with a detailed and comprehensive guide towards understanding the future of Marketing Communication.

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Tuesday, 15 April 2008

Interactive Communication & empowerment

The primary strategic marketing communications battle from now on will be to see who goes furthest in empowering their customers.

To empower your customers you will have to:

Provide them with far more information than you currently do.

Shopper’s Voice, through Programmed Instruction, provides far greater choice and information than conventional advertising.

Allow them to make decisions about you and your company together with your resources.

Shopper’s Voice through the “Event” format gives your customers plenty of choice. Additionally it provides your customers with the perception of control!
Shopper’s Voice allows your customers to make decisions about your company and your products.
Additionally the copy “Your opinion is important” and “We will listen to what you have to say” allows your customers to feel that they are running your organisation!
Because of this Shopper’s Voice will tighten your relationships with your
existing customers therefore increasing the revenue you get from each customer.
And the only form of communication that can do all the above so that you do tighten your grip on your customer is…. Interactive communication!

Because interactive communication allows you to have an ongoing debate with your customers and your prospects, make regular interactive conversations available where they can debate not only about your products and services but the very soul of your company. Because that will be much more powerful than just putting your advertisement on television (or wherever) or I’m going to sell my goods in Tesco (or wherever).

Then, when you get asked, “Who’s running your business?” you can honestly reply, “My customers through genuine interactive programmes!” and earn major brownie points!

As Featured On PressExposure.com

Sunday, 13 April 2008

If it’s broke then please fix it!

And Publicis Boss, Maurice Lévy says it’s broke!. He spoke of “huge challenges ahead for the industry. The very model of our industry is being called into question the model nowadays is no longer valid, no longer relevant.”

Perhaps he should be telling this to the head of the IPA and AAA as they appear to be saying different things about the effectiveness of advertising in its current form.

The only point of difference that I have with Mr Lévy is that he attributes this to the development of digital, it is not. It is to do with the advertising industry being totally unable to understand the meaning of the word “communication”.

After all “digital” is merely a facilitator, understand what communication is really all about and then you can have highly effective advertising communication.

And the really terrible aspect of this whole story? The answer to the problems facing the advertising industry, problems, for example, like total unaccountability, clutter, declining audiences and attentiveness would all be made to disappear if they really understood the word "communication"!, as research has already proved.

The dreadful fact is that the advertising industry totally rejected this proven technique years ago and now finds itself in very poor shape to day.

So now I guess we have to wait while the IPA et al hastily draft papers containing questionable research which denounces the renegade Lévy!

There's only one way to solve the problems of Advertising - Interactive Marketing Communication!

Thursday, 6 March 2008

Interactive Solutions

And now…A word from your Customer!

1. Personalization is the key to success!

Interactive Solutions immediately starts to re-personalize the communication process.

2. Mass Marketing needs to incorporate Direct Marketing techniques!

Interactive Solutions incorporates all marketing disciplines including Direct Marketing Techniques.

3.To achieve "Personalization" we need to humanize Mass Media.

The very nature of Interactive Solutions ensures that all Mass Media is personalised by the solicitation of individual opinions!

4. Your customers want to commence a regular dialogue with you.

Shopper's Voice appears regularly allowing your customers to participate, become "vocal" and allows you to respond to their comments and questions.

5. Nowadays it is necessary to empower your customers by giving them a perception of control!

Interactive Solutions, through Shopper's Voice, informs your customers that their opinions are important to you and that you will listen to what they have to say and, where possible, you will act upon what they have to say!

6. You must give your customers plenty of choice for each of your products!

Interactive Solutions, through Shopper's Voice, allows your customers the opportunity to select which of the multiple product attributes is right for them, this provides them with the right reason to go and buy your product(s) over your competitor.

7. You must give your customers far more information to enable them to make the correct choices!

Interactive Solutions, through "programmed instruction" ensures that your customers have sufficient information available to make the right choices to go out and buy your brand(s)!

8. Your customers want to make connections with your brand(s) and to personalize their relationship with these brand(s)

The very nature of Shopper's Voice ensures that your customers connect and then personalize their relationship with your brand(s) thus ensuring ongoing and repeat sales!

9. Shopper's Voice allows you to understand what is important to your customer on a one-to-one basis allowing you to create long lasting partnerships!

Through skilful interpretation of the feedback provided by Shopper's Voice, you will have a data base rich in individual comments and needs, thus ensuring that you can create long lasting relationships with each and every customer.

10. And the beauty of Shopper's Voice is that it is totally accountable, highly flexible and is category exclusive!

More than £5 millions have been invested in independent research with reputable research companies over time. This research has established that one exposure to Shopper's Voice is far more effective than traditional advertising alone.


Your customers' feedback creates a content rich database, whereby you are able to segment your retail market on the basis of shopping behavior. The aim is to facilitate stronger relationships with your end user, using the power of "two-way conversations" with your customers, together with the re-personalization of your relationship with your shopper!

This makes your current advertising and marketing more responsive and more effective and starts to re-personalize the communication process.

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Tuesday, 4 March 2008

Conversations with Advertising!

Effective Accountable Communication
That substantially increases the R.O.I of your marketing budget, through the development of intimate relationships with your customers.
How do we do that?
With four key areas within which we develop successful communication programmes on your behalf:
· The preparation of two-way "conversations".
· The selection of the medium(s) to carry these "conversations".
· The analysis of the response and feedback.
· The analysis of the sales effect and recommendations based on findings.
We have developed proprietary applications that enable us to hold "conversations" with your target market and then analyze shoppers’ habits to determine how to achieve increases in sales, now and in the future.
The feedback creates a database, whereby we are able to segment your retail market on the basis of shopper behavior.
Customer Relationships.
The aim is to facilitate stronger relationships with your end user, using the power of "two-way conversations" with your customers.
This makes current advertising and marketing more responsive and more effective.
Through the application of our communication technique to classical marketing and advertising, it makes this more effective and more cost efficient.
Examples of Accountability and Effect.
Colgate Palmolive Toothpaste, a 25% uplift in sales.
Quaker Oats, a 38% uplift in sales.
Kellogg's All Bran, a 30% uplift in sales.
Nestle Maggi, a 233% uplift in sales.
Unilever Rexona, a 90% uplift in sales.
Pfizer Plax Dental Rinse, a 200% uplift in sales.
LA Times, a 3% increase in circulation.
Unilever Persil, a 8% increase in sales.
British Airways Executive Club, a 33% response and a 3% lift in bookings.
Quaker Oatso Simple, a 15% increase in sales and a 10% increase in trial.
Natwest phone banking, a 48% uptake in use and a 54% return of lapsed users.
The People
Paul Ashby: has been pioneering this new form of "conversations in advertising" for the past twenty-five years. Through this experience he has a unique insight
into what your customers want to say to you and how to communicate with them to change attitudes and behavior, manifesting in increased sales and increased brand loyalty.
Paul has written "conversations in advertising" for many blue chip companies in Australia, Japan, USA and UK. He wrote and produced the world’s first regularly scheduled consumer participation TV Game Show, on behalf of P & G on Channel 7in Manila, The Philippines, taking the viewing audience rating from 6 children to 54 adults.
Alan Kirkland: has held a number of senior positions within the regional and national newspaper industry, in advertising and marketing through to MD level. He has held Account Director positions within the Advertising Agency and Sales Promotion sectors and launched the first FSI – The Coupon Book – in the UK.
Apart from a wide experience in sales and marketing, Alan has a knowledge and awareness of print and distribution and has many senior contacts within these fields.
He has worked on several programs in the UK, converting "conversations in advertising" to sales.
Contact Numbers: Alan, Tel: 01276-62325 or email: capnkirk@ntlworld.com
Paul: Tel: 01934-620047 or email: paul.ashby@yahoo.com

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Interactive Communication, properly executed, provides a win-win-win scenario

for all participating parties.

For the first time in the history of commercial communication, participating parties can expect to benefit from appearing in interactive communications “Events”.
For communication to be successful mutual self- interest has to be satisfied.

The need for product information.

Communication results from an interaction in which two parties expect to give and take. Audience members must be able to give feedback. Media practitioners and their Clients must be sensitive to the information contained in the feedback. This give and take can result on real understanding or real feedback.

1. The Consumers need for Interactive Communication.

People desire to be taken account of, to affect change, learn and personalise their relationships with their environment. There are a phenomenal number of reasons, which cause people to interact, which go far beyond just giving them things.

When people participate in interactive marketing communication they are told that their efforts and feedback are of positive help to the advertisers. Moreover, by participating, they then learn and understand the message from the advertiser, personalise their relationship with the advertiser and their products (or services).

2. The benefits for participating advertisers.

For the first time manufacturers advertising becomes totally accountable with payment by results only. Interactive communication provides intelligent sales through feedback and involvement. Thus allowing the building of intelligent databanks.
It allows the brands to differentiate themselves from their competition. Substantially reduce their heavy marketing investments. Additional benefits will allow the analysis of the feedback through a mass focus group allowing brand development. Whatever the consumer & manufacturer deem appropriate.

3. The Medium becomes accountable and more effective.

By the very nature of interactive “Events” the audience are captivated by the technique. Interaction alters the way viewers/readers perceive advertising, instead of being viewed as interruption advertising becomes a pleasurable and meaningful source of information. There is a substantial increase in the reading/viewing figures and it readily counters zapping.

It also allows the medium to provide evidence as to the effectiveness of the medium in terms of sales, awareness. message comprehension thus proving that TV advertising is effective (as well as magazine advertising).

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Monday, 3 March 2008

T.V advertising together with

The Television Advertising Game results in…

An increase in the number of people involved in the communication process resulting in:

A. An increase in measurable consumer awareness.
B. A measurable increase in message comprehension.
C. A measurable increase in consumer commitment.
D. A measurable increase in sales
E. Feedback of invaluable value and content.

Television Advertising Games has established

Through a substantial investment in independent research that:

“A direct request to the viewer to pay attention to a particular Channel and the commercial break, substantially increases the number of viewers and the amount of attention they devoted to the advertising.”

Sunday, 2 March 2008

Forget Enron…The biggest scam is still to be exposed!

As you will already have ascertained, it is our view that current, conventional advertising has been beset with problems from the very beginnings. Probably the principal problem advertising has is …accountability. Or rather the lack of it!

As we have said before, the real differences that exist between competing products is frequently perceived as no longer significant.
The result is that it is not self evident just what an advertiser has to sell that is so different and worthy of consideration.

Therefore, if no significant point of difference is apparent, why is that product more deserving of the customer’s money than any other?

It was partially because of this that we have seen a dramatic rise in the acceptance of own-label products and now services, in this country as elsewhere.

When you use interactive communication your problems are immediately solved!

Friday, 29 February 2008


But when it comes down to effectiveness, while it may not be the most glamorous and talked-about medium, marketers are telling us DM is still the best platform for delivering results."

Consumers increasingly do not trust marketing messages.' A seven-word statement that could lead to the most fundamental changes yet experienced by advertising agencies world-wide.

Sixty-two percent of marketers believe TV advertising has become less effective in the past two years, but close to half of the advertisers surveyed have already started to experiment with new ad types to work with DVRs and VOD programs.

“It seems pretty conclusive to me (although bare in mind that this is US data). Combine this with banner blindness, and things don't look pretty for online display advertising, which is probably why it's getting cheaper and cheaper”.

More and more evidence, rather like a bad penny, keeps turning up that supports my original contention that advertising on the Internet is a complete waste of money.
Consider this:
99% of Web users do not click on ads on a monthly basis. Of the 1% that do, most only click once a month.
Then consider this:
“Users become more or less desensitised to the advertising” says the President of video game publisher Green Screen, “You won’t make money on it.”

Contact Paul Ashby for more information:

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Friday, 22 February 2008



NEW YORK: A majority of US marketers believe that television advertising has become less effective over the past two years, spurring interest in exploring new ad and video commercial formats.

That's the conclusion of the fourth biennial TV & Technology survey conducted by the Association of National Advertisers and Forrester Research.

Among the study's main findings ...

* Sixty-two percent of marketers believe TV advertising has become less effective in the past two years, but close to half of the advertisers surveyed have already started to experiment with new ad types to work with DVRs and VOD programs.

* Eighty-seven percent of advertisers believe branded entertainment will play a stronger role in TV advertising in the coming year.
* Advertisers are eager to try new ad formats, including ads in online TV shows (65 percent), ads embedded in VOD (55 percent), interactive television ads (43 percent), and ads within the set top box menu (32 percent).
* Over 50 percent of marketers reported that when half of all TV households use DVRs, they will cut spending on TV advertising by 12 percent.
* Eighty-seven percent of respondents said they intend to spend more on Web advertising this year.
* Seventy-two percent of marketers are very interested in having individual commercial ratings rather than average commercial ratings.

"As marketers embrace the richness of new advertising avenues outside of the traditional TV format, the TV industry is working to address marketer's issues related to ratings and the changing TV landscape,”"said ANA president/C.E.O. Bob Liodice.

"Marketers, in collaboration with the TV industry, will continue to find the most effective and innovative ways to reach their customers through the TV medium, utilising the emerging technologies available to them."

Additional insights from the study...

* Two-thirds of respondents indicate that C-level executives are watching the changes in TV advertising more closely, up from 54 percent two years ago.
* Media agencies have vastly improved their ability to help their clients deal with the changes. Only 28 percent of respondents reported that their media agency is ill equipped to address the changes in TV advertising, compared to 47 percent two years ago.
* Creative agencies did not fare as well, with 47 percent of marketers indicating that their creative agency was still ill-equipped to help deal with changes, a slight improvement from 55 percent of marketers two years ago.

The study was conducted in January 2008 and is based on a survey of 78 leading advertisers, across all major industries and categories.

Meanwhile back in America, research indicates that consumers now rely less and less on marketing messages when in buying mode whilst another key factor is the proliferation of media choice has consigned the notion of a captive audience to the rubbish bin.

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Sunday, 10 February 2008

How to avoid getting left behind with the dinosaurs and cooking the

Sunday Lunch!

Perhaps this little anecdote perfectly sums up what can easily happen
to stymie progress in advertising/marketing or life generally. And perhaps why youngsters in advertising to day find it difficult to step out and challenge the orthodoxy! By the way forgive me if you have already heard it, it still is a good illustration as to why we have problems in advertising these days!

The story, as I was told it, goes that a newly married man sees his wife
trimming off the last few inches of a large joint of meat before she
puts it in a baking tray for their Sunday lunch.

Never having seen meat prepared this way he assumes that it is
something to do with ensuring the meat is extra tasty so says nothing, however after a few weeks of seeing this he asks why his wife does it.

She explains that this is how her mother taught her to roast the meat,
she doesn't know what the secret is but there is a good reason for it!

A few weeks later the couple are eating with the wife's parents and he
asks his mother-in-law why she cuts the end off the meat before putting
it in the roasting tin. She tells him that she doesn't know but that
she remembers seeing her mother do it.

So a few weeks later he gets the chance to ask his wife's Grandmother
why she cuts the end off the meat, is this in fact the secret to a great

Her reply is simple, her husband always used to bring home a piece of
meat that was far too big for the roasting dish so she always had to cut
the end off to fit in the oven!

So here's the thing, so often we do things just because we always have
or worse, because other people always have. We don't stop to think
about why we do things and ask ourselves if this is the best way. Often it
used to be the best way but things have changed and we have never
reviewed what we are doing.

My advice is to question everything that you do and ask if this is the
best way in the current circumstances and with the technology
available. If you don't know then test different approaches and see if what you are doing is still the best approach

And never be tempted NOT to do things just because nobody else does or
because some body who has no experience but big opinions tells you that
you shouldn't!

Best of luck

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Thursday, 7 February 2008

“Users became more or less desensitised to the Advertising”

That was recently said of advertising on social networking sites.

Clients are experiencing fast diminishing returns on their social networking ad investments.

Clients are expressing disillusionment.

Web marketers, ranging from Google at the apex of the ad triangle to the mass of small companies are showering social-networking sites with ad dollars without getting their hoped-for returns.


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Tuesday, 29 January 2008

What is communication?

After a little thought, most people come up with a definition that is about transmitting and receiving information. A little more thought might produce the word exchange. This is more satisfactory, but still assumes that communication is about moving something about conveying, or sending, or delivering, some commodity called ‘information’.

In fact, the word has quite a different root meaning. It derives from the Latin communis, meaning ‘common’. or ‘shared’. It belongs to the family of words that includes communion, communism and community. Until you have shared information with another person, you haven’t communicated it. And until they have understood it, the way you understand it, you haven’t shared it with them.

Communication is the process of creating shared understanding.


Wednesday, 23 January 2008

Marketing effectiveness at 'all-time Low'

Marketers world-wide believe that 65% of their marketing spend had no discernible effect on consumers in 2007.

Marketing wastage is at its highest in more developed economies such as the US, UK, the EU and Australia.

3,000 marketing professionals across the globe were questioned as to the efficacy of different marketing tools.

Media clutter, sophisticated consumers and intense competition go some way to explain the wastage.

We also believe that a complete misunderstand of the word “communication” accounts for this terrible wastage.

Use Interactive Marketing Communications and beat this appalling wastage!

Interactive Communication – Much more effective than conventional advertising!

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Saturday, 19 January 2008

Is the ad industry's net economic gain to the economy zero?

Robert Shaw, Professor of Marketing Metrics at Cass Business School, challenged in a letter to the FT an assertion that the advertising industry adds £160bn to the UK economy.

"Advertising is a zero-sum competitive game, strong advertisers grow at the expense of weak ones, stealing customers from the weak. Econometric studies show that advertising performance follows a bell curve, with as many campaigns showing negative performance as there are a positive ones."

Of course it is…need we say more?


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