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!