The failure of conventional advertising to sell products means that new methods of two-way communication have to be developed. These new methods must use interactivity to successfully repersonalise and rehumanise the communication experience.
Saturday, 6 October 2012
Somewhere. there is a new, Post-Modern, British Advertising Agency struggling to emerge!
emerge from the wreckage left by the crisis. It will be a differently shaped
advertising agency than the pre-crisis unaccountable model: Indeed it has to be.
And it is not likely to be a "back to the future" communications model. But
based upon a sound understanding of what "communications" really means The new
advertising may take a while to emerge. But it is not too soon to sketch out the
main lines and ensure that Clients, across the board, are supportive. These have
to be a complete understanding of Interactive Communication, involvement,
learning, decision making. Based upon the fact that the advertising process is a
learning process, and the more effective and easy you can make the learning
process the more effective becomes the marketing of Clients' Products and