Thursday, 3 January 2013

We becoming more and more distracted by the various media that continues to proliferate under advertising's largess.

As advertisers spend more, they extend media's restless tentacles, thus

distracting us to the point where marketers have to spend yet more to regain our

attention (if they ever had it in the first place!)

All the mounting evidence that advertising doesn't work goes totally ignored.

Recently it was written that most marketing (theory and practice) is wish

driven. The work on advertising effectiveness convincingly proves that there is

no evidence that advertising persuades anybody to do anything; advertising can

only be a 'weak' force.

The sad thing is that all this evidence is studiously ignored by many

sections of the marketing community, resulting in the terrible situation we are

witnessing to-day. Many goals set in marketing are unrealistic. They are

therefore doomed to failure from the start. Such romantic marketing dreams

include sustained growth, brand differentiation, persuasive advertising, and are

totally unrealistic!

Now, in addition, we have the craven-image of dotcom dementia 2.0

The problem is that the articles of faith among those who conquered their

fear, denial, blind faith and desperate attachments to the status quo

("Advertising works") now face the gathering reality of the chaos scenario! With

most advertising these days where is one iota of information which will


Mostly they don't tell consumers anything that matters, instead leaving that

heavy lifting to other, less sexy marketing efforts.

No comments: