Finally Marketing & Advertising have mastered the Moonwalk
...slipping backward, but maintaining the illusion of progress. The other
day I was talking to two advertising people and asked them "Do you think that
advertising and marketing have to change?" Both professions had their
absolute heyday in the 1950s/1960s and both have spent the past 20 years or so
trying to recapture that glory. Both businesses have spent Clients money like
quadrillionaires and have led Clients together with TV, Newspapers and
Magazines down a road of financial lunacy by thoroughly misleading us all,
after all isn't "Advertising Works" a totally misleading statement?
Ultimately the two advertising people agreed, advertising & marketing has to
change, however, and, rather surprisingly, this change has nothing to do with
new media but to do with the desperate need for accountability and ROI,
together with the desperate need to understand the word communication!
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 Advertising men were men of action together with the
fact 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 sense. Make the buying of media more important.
Enhancing the theory that advertising works requires staggering amounts of
research with staggering amounts 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!