The 60s! Ah that was a glittering time, advertising people ruled the business world...
nobody was being at all difficult about their profession, nobody was
questioning the fact that advertising works, or does not, as the case may be.
There was a sense that the men were brilliant. The problem was that these
men of action wanted to act, but certainly they did not want to tell the Client
that the advertising job could not be done.
Men of action want to act. They are paid very generously to act, they have
entered advertising to act. But they couldn't tell anyone how difficult things
were, that advertising was not as simple as it appeared. So doubts were, and
still are, excluded, and the facts were altered to suit the theory.
Advertising men don't just become prisoners of their Clients. They also become
prisoners of their errors. Advertising and Marketing people never questioned
the fact that advertising and marketing never worked they just chased the
illusion that creativity was the answer to all their problems and just followed
one expensive creative person with another as logic took over from common
Make the buying of media more important; Make the production of TV
commercials more expensive; hire the current "hot" Hollywood Director; and
so it goes on.
Now the lunacy has spread to The Internet, and so it goes on. Never once
admitting that we have all been led up a one way street of no accountability.
And however independent the men may have started off, soon these men
became owners of an error they cannot admit to, advertising doesn't work. And
now even years later they cannot even in a fairly limited way admit to that.
Enhancing the theory that advertising works requires staggering amounts of
research with staggeringamounts of money, the life of the current advertising
world suggests that that is easier wished for than achieved. Because of the
failure of advertising to understand the process of communication they have
damaged a totally good "old media" whilst, at the same time, rushing onto the
Internet not understanding at all that the Internet is most certainly not an
advertising medium at all! And now Agencies are rushing onto Social Media
ignoring thefact that, as in the past, people don't want their advertising in
The difference here is that they can easily move away from advertising, you
have only to look at the experience of Second Life, that was to be advertising's
salvation. That's why the early adopters have moved on! And be warned, they
still don't know how to monitize the Internet..but we do!