1. Business created mass markets through broadcast advertising, the same bossy voice of command-and-control it used on workers, however in this instance, applied in the market place. “Just do what you’re told” is not that very much different than “Buy our products.”
2. And you could effectively tell people to keep quiet, because that element of a conversation was banned in broadcast media – there was never a way to ask questions. A 30-second TV commercial was never an invitation to converse!
3. The tragedy for the media business is that many current brand managers and most advertising and media agencies are, in our experience, unable or unprepared to calculate the contribution of advertising.
4. A new media age appears to be dawning one in which many of the old rules of salesmanship will no longer apply. It is hard to believe that anyone will sit still for numbing repetitions of intrusive jingles, or for 30” spots of unrewarding commercials.
5. Recent research concludes that television advertising may actually be harming, rather than enhancing, companies' relationships with their customers.
6. All advertising is a form of learning whereby the advertiser is asking people to change their behaviour after learning the benefits of the products or services on offer.
7. Advertising has become too parochial, too introspective, too convinced by its own hyperbole. Two or three thousand, what would be described as, creative people, dominates advertising.
8. However, a major change is afoot and advertising, long regarded as the ultimate weapon in marketing – particularly the once mighty television commercial – is now seen as complacent and increasingly ineffective.
To summaries: One thing they NEVER taught you whilst working in an advertising agency…or a marketing department for that matter…
the human desire for interaction. If this had been taught and the lesson put into everyday practise then billions of pounds and dollars would never have been poured down the black hole of television advertising!
Interaction is not technology, it is human behaviour!