I WANT YOUR OPINIONS!

To help me discover what Advertising and Marketing articles you would like to see please take the time to answer the following questions and email your answers back to me on paul.ashby@yahoo.com


Question 1:
Currently I have approximately fifty-three (53) articles published on various Ezine sites on the Web. Have you found them to be?

1. Interesting?
2. Beneficial?
3. Too negative.?
4. Reflective of the current state of marketing and advertising?
5. I haven't read any of your articles.

Question 2.:
Do you agree that feedback is the key element of any communication process?

1. Yes.
2. No.
3. I think that feedback & interaction are fundamental to successful communication.
4. I feel that far too little notice has been taken of the whole interactive process.
5. Do you think that game playing and Interactivity substantially improve the process of communication?


Please respond so as to enable me to provide advertising and marketing articles that you require so that we can all benefit from a mutually satisfying learning process.
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You have huge amounts of data…so why are you starved of knowledge?

Despite spending hours on the 'phone or online your customers are just not connecting with you, resulting in angry customers hanging up and going elsewhere.

We are becoming more and more divided by technology. Your customers' dread interactive voice-response, the on-hold music that doubles the annoyance of queuing, the codes and passwords, are all barriers to effective communication.

The rage among your customers has reached an intensity, which is now causing great damage to your relationship with your customers. We are now dehumanising our customer relationships even more than conventional advertising ever did, the very objective of which was to do the exact opposite!

There is more information available on: http://interactivetelevisionorinteractivetv.blogspot.com
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The rising blizzard of meaningless information!

We read the Marketing, Media & Advertising publications regularly in vain hope that the troublesome issue of commercial clutter will start to become a major concern within the industry.

Yes, we read that there is plenty of news regarding the imminent arrival of yet more clutter! For example "Agencies welcome news of Virgin 1 free-to-air channel"

"Balloon ads really take off for Ford".

Tess Alps saying, "TV's influence on campaigns should be self-evident", which happens to be about as sensible a statement as "Pigs might fly"!

May we ask "What about the poor old customer"? Because they are not, obviously taking delivery of all these intrusive commercial messages.

Solve all your problems immediately - & cut through the clutter - include Interactive Marketing Communication on your schedules right now!
Be pleasantly surprised visit: http://interactivetelevisionorinteractivetv.blogspot.com

An open letter to the newspaper and magazine publishing industry

Because you are all suffering from the death of a thousand cuts!

Advertising budget cuts that is.

There is a very one-sided alliance between the Advertising Industry and the Media. Secure because of a huge myth, that myth? – "Advertising Works" – well it doesn't.

Now the highly inefficient advertising industry is beginning to desert you to spend their Clients' money on a totally unproven media – Web 2.0, a medium hostile to the very concept of one-way advertising.

Blaming you for the inability of their futile advertising to work.

Why don't you start to question the effectiveness of advertising? Or rather the lack of it! After all you have the resources together with the research to allow you to refute advertising's' preposterous claims!

And are you going to allow two or three thousand creative people, who don't understand the process of communication, to destroy a perfectly good media infrastructure painstakingly built up over many years?

After all, all they have is some geeky gobbledegook relating to technology, which confuses Clients and customers alike, and means absolutely nothing of any value.

And why, when we have an ageing population, do we have advertising aimed at potty-trained juveniles?

Recently at a Media Conference held in Wales, one Client warned the audience, "Change or Die"!

Unfortunately for us Advertising Agencies will not change. So unless you do something soon we will all loose the one reliable source of information available – you, newspapers and magazines.

You have to do something because the rising blizzard of commercial clutter is driving your customers elsewhere and why should we all loose out because of Advertising Agencies and their highly inefficient way of conducting business?

Please also visit:http://interactivetelevisionorinteractivetvblogspot.com

We put up with terrible, inappropriate, unaccountable advertising. Why?

Could it be that there is truth in the fact that big advertising agencies performance deteriorate when they grow beyond a certain size?

Could it be that knowledge is so scarce regarding what is communication?

Could it be that advertising agencies have become inefficient, thus contributing to advertising failure?

Could it be that Senior Management have become counter productive. Hierarchy stifles originality?

Because from here, for example, listening to Accountant turned Advertising "Guru" Sir Martin Sorrell, the problem is not that advertising agencies, together with their Clients, consider arguments against advertising and reject them. They haven't even thought about them!

The question isn't "Are there alternatives to advertising/marketing". It's "Why do people fail to even consider them?"

Web 2.0 appears to have been going along for some time, with the irrational exuberance of Web 1.0 – and it is interesting to note the absence of challenge.

There is cause for great concern. Thanks to the migration of advertising from print to Internet sites offering free classifieds, we face the prospect of losing the most reliable source of information about the world we live in. Newspapers!

And without a doubt duplicitous corporations will simply place their corporate messages between editorial and advertising in the hope that they will be taken for user generated content.

In my opinion most of the blame for this destruction of a perfectly good media system lies firmly at the feet of the Advertising Agencies!

There are too many Chiefs and no Indians! These Chiefs have many varied opinions as to why advertising is in the state it is in now!

But none of them have any idea as to what communication is – for if they did the world would be a totally different place than it is to day.

Please also visit: http://interactivetelevisionorinteractivetv.blogspot.com


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Understanding why we shouldn't be advertising on the Web!

The Internet is part of a revolution that is causing business a lot of headaches. With its networked communities, based on trust and candour together with a huge contempt for corporate smugness.

Initially marketing ignored the net, then they had an awakening, and are now rushing headlong onto the Web thinking that this is the New Medium.

As a result Corporations, ably aided by their minions, the Advertising Agencies, are treating the Internet as a source of a mass market – which it isn't!

We must never forget that Mass Media existed to serve the marketing needs of Corporations – the Net was never created for that purpose.

Sadly however, marketing and advertising executives regard us as fools! For years they have become used to preparing ads, and sponsoring programmes that fit all their pie charts.

But their simplistic formulae's will not replicate on the Web, how do you, after all, sell advertising to billions of sources each with a handful of viewers?

Interested? Please visit:http://interactivetelevisionorinteractivetv.blogspot.com

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Then they said "Build a better mousetrap…", and they still didn't come!

Well perhaps the most stupid of concepts "Word of mouth marketing" is regarded as a better mousetrap…for the life of me I cannot figure out why!

Recently one highly regarded member of the Ad.Community said…"as most other conventional media have lost authority and commercial effectiveness, word of mouth is re-emerging. Whose word do we trust? Each others"!

Whoops, here we go again, setting up the excuses for advertising's failure, this time it is the media, who's next I wonder?

Once upon a time it was the creative people who were at fault, then they woke up to the fact that creativity was not the answer to the problem, which makes one ponder, when will they ever learn?

And that's one of the many problems that face advertising, so many "experts" in different fields, resulting in so many reasons for advertising's' failure.

Now please visit http://interactivetelevisionorinteractivetv.blogspot.com

I laughed when I sat down and read the headline

"Labour continues to turn away from ads as…"

Because it proved to me that somebody has some brains within the Labour Party!

Additionally both the main parties were reported to be ending their traditional billboard blitzes in the run up to the general election after they were dismissed as a waste of money by a Government-ordered inquiry.

It would appear that both main parties now recognise the fact that all advertising is a complete and utter waste of money. Would somebody please share this knowledge with Moray MacLennan, IPA President who, judging by his inaugural speech, still believes that advertising works…More on that later as it is a subject worthy of an article on its own!

However there is a way for politicians to communicate very effectively with their voters right now, it is known as "Interactive Marketing Communication" and you can use it to make existing media interactive and very effective!

Please also go to interactivetelevisionorinteractivetv.blogspot.com

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What's your definition of chutzpah? Because mine is the headline "Sorrell Gives Grade Two Years"!

Yes that's right folks, chutzpah up to here…why?

Hmmm…well there are so many reasons that I don't know quite know where to start!

However one constant quickly emerges from all the news issuing forth, and that is the complete inability of these two to escape from the dreadful Top-Down-Management inability to see the need for utter transparency.

The Advertising Industry and The T.V. Industry are seemingly rushing to sort out each other's problems, however they never stop to consider their logical (and most important) customer…the viewer!


INTERACTIVE MARKETING COMMUNICATION COULD SOLVE ALL THESE PROBLEMS RIGHT NOW!
Please take the time to visit:http://interactivetelevisionorinteractivetv.blogspot.com

An AdMan – Poacher turned Gamekeeper? – Not in a million years!

I never cease to be amazed at Advertising People and their chutzpah! Recently Interpublic CEO, Michael Roth, speaking at a AAAA Management Conference had something completely nonsensical to say about the current hot topic of accountability.

Among other things he praised Adlands currently fashionable mantra of 'Accountability'.

Which made me burst out laughing. Accountability and Advertising? – Ain't no such beast…never has been…never will be!

Use Interactive Marketing Communication now - and have everything you've always wanted!

Seeking more information: Please visit: http://interactivetelevisionorinteractivetv.blogspot.com


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Should you use the internet?...definately not!

Jerry Della Femina claims that most online advertising creates resentment, working to shut down attention rather than elicit interest. Zergio Zyman feels that banner ads are a joke, and Della Femina goes on to say "…and figure out different ways to reach people but we're not going to reach them by advertising on the internet".

But you can reach them very effectively by using Interactive Marketing Communication using existing media - right now!

Have you heard the one about Google taking over Double Click!

Well it has AdLand and the Media industry up in arms, together with a host of other Top-Down-Management Corporate names, like Microsoft; AT&T; AOL & Yahoo about various concerns.

Frankly in the case of Microsoft it surely must be the case of the pot calling the kettle black! Both Microsoft and AT&T have faced anti-trust charges in the past, with Google Co-founder calling Microsoft "A convicted monopolist".

And in creeps that accountant turned Ad Man, Sir Martin Sorrell, "One of the most powerful voices in advertising", which, in my opinion, says a lot about the state of advertising to day.

DON'T WASTE A MOMENT LONGER - AVOID ADVERTISING AGENCIES - AVOID THE INTERNET - GO STRAIGHT TO INTERACTIVE MARKETING COMMUNICATION AND SAVE A BUNDLE AND BE MUCH MORE EFFECTIVE THAN EVER BEFORE!

Need more information? Visit: http://interactivetelevisionorinteractivetv.blogspot.com

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Do you mean to say that after all these years there has never been any advertising accountability?

Then please tell me how they get away with saying "Advertising works".
A recent report by America's Association of National Advertisers claims, "Marketing accountability is still often an activity trapped within the silo of the Marketing function".

It would seem that the findings underscore last summers "Marketing Accountability Survey" in which 60% of respondents reported no cross-functional involvement whatever within their company!

TOTALLY ACCOUNTABLE-TOTALLY EFFECTIVE-USE IT TO DAY-INTERACTIVE MARKETING COMMUNICATION

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Of course advertising works…

It works:

Because the Advertising Agencies tell you it works without producing one iota of evidence to substantiate their claims as to the exclusive increase in sales that one advertising campaign has produced!

It works because we live in an over informed society, and the agencies are working very hard to increase the quantity (but not quality) of clutter

It works because the customer has become immune to advertising, so Advertising Agencies are attempting to cut through the clutter with brilliant creative work.

Advertising works – especially now that it is moving onto the Internet!

FOR REAL MARKETING EFFECTIVENESS USE INTERACTIVE MARKETING COMMUNICATION - NOW!





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Don't Advertise on Television…just for a couple of weeks!

Now that's a simple, very simple, solution to the myriad Top-Down-Management scams going on at the moment.

And just think of all the money you could save!

Don't you think that it's time to teach these Top-Down-Management people a lesson? Think of the damage they are doing to you and your Brands, to the very concept of trust and the building of relationships. Additionally there would be the tremendous Public Relations benefits to you, the advertiser, taking the side of your customers and doing something about the appalling Top-Down-Management Media shenanigans.


There is more interesting interactive information at: http://effectiveaccountablecommunication.blogspot.com
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Don't they yet realise that Businesses everywhere are collapsing under Top-Down-Management?

I maintain that this is because TDM are totally lacking an understanding as to the true meaning of the word "communication".

Together with a complete disregard for the need for "Trust". TDM needs to be concerned – very concerned - because trust based relationships is the only way to go and failure to recognise this fact will results in the collapse of their empires.

Trust is one of the ways to solve many of the problems facing corporations to day. They must rediscover just how important it is to listen to customers. Listening to their customers is very good for building trust and it is true to say that failure to listen can be catastrophic.


Seeking more information? Please visit: http://interactivetelevisionorinteractivetv.blogspot.com


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Fighting hard to remain very mediocre!

The advertising and marketing magazines in merry Old England!

I read as many of them as I can, week in and week out, hoping against hope that I will witness a significant improvement in them.

But one thing remains constant, they provide more drivel than serious content.

And never, repeat…never, get down to serious discussion about what advertising and marketing is, or ought to be. That of successfully communicating messages.


And no mention at all of interactive marketing communication!


Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

A guide in how to achieve advertising brilliance in these days of total confusion!

So here is a checklist as to what we think you should be doing, on a regular basis, to help you achieve advertising breakthrough:

One: Believe in and develop total customer involvement and responsiveness.

Two: Pursuing and implementing two-way communication utilising existing
Media.

Three: Create a high degree of flexibility by empowering your customers.

Four: Face up to the fact that what went before is over!

Five: Acknowledge the fact that interactive advertising is the only appropriate form of advertising.

Six: The only thing you must believe in is constant improvement through the implementation of “conversations” with your customers.

Seven: There is no such thing as “above the line” and “below the line” those old fashioned stereotypes are gone…forever!

Seeking further information on how to open up conservations with your customer?
Please visit: http://interactivetelevisionorinteractivetv.blogspot.com





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Advertising Luddites don’t despair. We really need you more than ever!

Because the digital freaks are trying to take over your world.

Someone said very frequently about the state of advertising and the future,
“We have to recast the whole of the advertising world to cope with the digital age”.

The digital freaks have two distinguishing features.. The first is the crass assumption that certain technological advances are good in themselves. Which is obviously nonsense. The second feature is the delusion that anybody not agreeing with them is a Luddite.

Frankly I don’t think that we should, as we appear to be doing, overreact to the emerging digital technology.
After all lets face it, all this new, exciting, technology is utterly dependent, in the end, upon human beings!

And don’t you know, as Advertising Professionals, that we all depend, in the end, upon a human being reacting to our advertising?

Seeking more information on how to improve your communication skills. Please visit: http://interactivetelevisionorinteractivetv.blogspots.com

Is advertising dead…I don’t think so

However it sure seems that way, at least in my life as a consumer. I rarely click on a Web page banner, I assiduously avoid ads in most consumer publications. I most certainly do other things during the TV commercial break.

Newspapers, magazines and television are also facing the assault from technology.

The gist of all this is simple, persuasive and unavoidable. Interactivity, the hallmark of computing technology, fundamentally calls into question the viability of a model based on being able to force people to watch, listen, and read, advertising.


Are you seeking more information on the subject of interactitity? Please take the time to visit http://interactivetelevisionorinteractivetv.blogspot.com


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Oh no…not again!

The Times of London, very recently, carried that old hoary story “Subliminal advertising may work, but only if your paying attention”

I do wish that somebody would put an end to one of the great advertising myths of the twentieth century.

The Times then chose to editorialise about a non-running story, “Smoke Signal Puffs. The real news of how to pass secret advertisements and influence people.”

The fact of the matters is that the whole story of subliminal advertising first broke in America, two enterprising young men dreamt up the scheme, however the word “dreamt” is the key to the whole myth…that’s all it was, a dream. There was no research, there were no subliminal advertisements embedded in cinema movies, in fact the whole thing was a hilarious scam…that’s all.

But the damage it has caused!

Do you seek more information on interactive communication? Please visit http://interactivetelevisionorinteractivetv.blogspot.com

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The attraction of interactive communication is...

that it is a return to the prehistoric human fascination with telling tales!

Since the beginnings of any civilised society the market place was the hub of civilisation, a place to which traders returned from remote lands with exotic spices, silks, monkeys, parrots, jewels - and fabulous stories.
Interactive Communication, properly executed, more resembles an ancient bazaar than fits the business models companies try and impose upon it.

People respond to interactive opportunities because it seems to offer some intangible quality long ‘missing in action’ from modern life. In sharp contrast to the alienation wrought by homogenised broadcast media, interactive opportunities provide a space in which the human voice would be rapidly rediscovered.

Unlike the lockstep conformity imposed by television, advertising, and corporate propaganda, interactive communication gives new legitimacy – and free rein – to play.


Do you require more information as to the effectiveness of interactive communication? Then please visit: http://interactivetelevisionorinteractivetv.blogspot.com

An open letter to Procter & Gamble global cmo Jim Stengel…

Dear Mr Stengel,

Recently you said that "Honest, authentic" relationships based on trust are what consumers now seek.”

You went on to say "We can no longer measure success in keeping up, because keeping up is not possible. What we need is a mindset shift. We have to understand what's important to them, and how we can genuinely connect with them," also. "We must shift our mindset to truly creating partnerships."

Well Mr. Stengel, it may interest you to know that that opportunity has been available to you for a number of years, however your advertising agencies have all turned up their noses at such an idea!

JUST THREE LITTLE WORDS, MR STENGEL, JUST THREE LITTLE WORDS…..”INTERACTIVE MARKETING COMMUNICATION”…THEY’LL SOLVE ALL YOUR PROBLEMS!

Secrecy, prohibition and a growing loss of trust!

My word, those Top-Down-Management-Teams have really been at it this week!

First there was the fiasco of BSkyB and Virgin Media having a fight and then arbitrarily removing channels from the unsuspecting viewers, and then along comes the Supermarkets/contaminated petrol disaster!

How can the real world trust anything emanating from Top-Down-Big Business-Management?

It now appears that the supermarkets “were warned about problems with petrol a week ago”!

Fuel suppliers were accused of failing to come clean over problems with unleaded petrol that has damaged thousands of cars.

The Director of the Petrol Retailers’ Association said that he was “deeply suspicious” about the silence of the companies involved!


The sooner we all start using interactive communication - the better



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Revealed – why you should fire

your advertising agency and use interactive communication!


Like all else in the media world, advertising has changed dramatically since the huge growth in popularity of the Web.

The power of retailers has multiplied, television has become the dominant selling medium for consumer goods, market research has become increasingly sophisticated, global brands have flourished, independent media specialists have become a major force, and yet…

Advertising agencies are in the doldrums that is because the services they provide, the way they should be paid and their relationships with their clients are all in jeopardy.

There is much uncertainty, much debate, much nervousness, and no sign of any resolution to the problem.

Certainly one of the things agency people have lost sight of is that advertising, like all marketing functions is done to make money!

Likewise they have lost sight of the fact that the sole purpose of advertising is to get more people to buy more of your product, more often, for more money.

When you use interactive "Events" you will sell more products...and make money!

Discover more together with the power of interactive TV visit: http://interactivetelevisionorinteractivetv.blogspot.com

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INTERACTIVE MARKETING

As we enter a new millennium, we are witnessing a core shift in the focus of marketing away from transactional marketing and toward interactive marketing.
We are all now beginning to recognised the economic value of stable, long-term customer relationships based on a high degree of customer satisfaction, trust, commitment, and loyalty.
Interactive communication, properly executed, will provided you with all of this plus:

BUILDING SALES LONG-TERM

Need more proven results? Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Interactive Communication exists to communicate clearly

an advertising message, using existing media, to an open, focused and receptive mind based upon the principle that it is not what you say, but how your consumer interacts with what you say that primarily determines how successfully the message gets across.

The changes in consumer perception and purchase behaviour produced by this form of communication are traditionally associated only with extensive advertising campaigns involving high levels of frequency and the inherent inefficiencies that result from such efforts.



Also, please visit:http://interactivetelevisionorinteractivetv.blogspot.com or contact Paul Ashby on paul.ashby@yahoo.com

Sir Martin Sorrell…don’t you think it odd

that an accountant has become the advertising industry’s spokesperson?

When you read any of the interviews given by this illustrious figure, never once does the word “communication” pass his exalted lips, why, because he knows nothing about the process of communication.

Meanwhile out there in the real world, the world were all these millions of (digital) advertisements, and, in turn, all these millions of pounds are spent. It emerges that only 57% of consumers are inclined to trust companies and resistance to marketing is also now at a peak, with just 6% of consumers admitting to trusting any form of advertising!

ONLY 6% OF CONSUMERS TRUST ANY FORM OF ADVERTISING!



There is help available, please visit http://interactivetelevisionorinteractivetv.blogspot.com and discover how you can make your customer trust you!
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To day, big business,

with their handmaidens, advertising & marketing have created mass media.

And the biggest mass medium is broadcast. And that is command and control management, complementing big business thoroughly. Both are all about imposing control top-down and both are driven by ratings, research and cost per thousand.

Sad for them people are turning away from ‘broadcast’ in their millions because of a number of reasons, they have acquired other interests and concerns which broadcast cannot provide. Plus the fact that people are heartily sick of the sterile pronouncements of corporations and broadcast media. And especially of advertisements!




If you want to discover more please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Engaging in conversations

with relevant markets will become an important source of knowledge and innovation, the quality of this market intelligence has already (and will do so more in the future) proven to be more accurate than research and will determine market share.

Without interactive communication your efforts to create new products and markets will be taking place in a vacuum.

As your products come to reflect the information provided by the genuine conversations of interactive communication, instead of the ballyhoo and adversarial marketing tactics that poses as marketing today, companies will be far better served, and so will their customers.

Oddly enough with Interactive Communication companies can have everything they’ve always wanted. Greater market share, customer loyalty etc. etc. All the empty promises that advertising has been promising their clients but failed to deliver!

Would you like to discover more about the benefits of interactive communication? Please visit: http://interactivetelevisinorinteractivetv.blogspot.com

THE BENEFITS GAINED BY USING INTERACTION

The benefits for participating advertisers.

For the first time manufacturers advertising becomes totally accountable with payment by results only. Interactive communication provides intelligent sales through feedback and involvement. Thus allowing the building of intelligent databanks.
It allows the brands to differentiate themselves from their competition. Substantially reduce their heavy marketing investments. Additional benefits will allow the analysis of the feedback through a mass focus group allowing brand development. Whatever the consumer & manufacturer deem appropriate.


Seeking more information as to why you should use interaction? Take a little time to visit: http://interactivetelevisionorinteractivetv.blogspot.com
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Existing advertising agencies were fat and dumb...

and happy with the status quo together with monopolistic profits and their general situation, so they badmouth any new idea which threatens their incumbency or profits, or both. Advertising Agencies are also in denial until their profits are really threatened.

There is an old adage in technology: intelligence always moves to the edge of the network.

The same is true of most other things, especially advertising and marketing; there are far more intelligent ideas outside of advertising agencies and marketing departments!

Would you like more information on accountable intefactive communication? Please also visit http://interactivetelevisionorinteractivetv.blogspot.com

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Our minds are conditioned by the past,

...not the future. So we want to keep doing things the way we always have done them, even when results become ever more disappointing.

But every now and then, the ground beneath us shifts so dramatically as to make much of what we thought we knew so wrong it becomes clear that we have to forge new beliefs or fail.

These are such times in marketing. In the today’s more subjective-mined marketplace, the behavioural proclivities of consumers as individuals must be the determining factor, not exotic maths even though it will obviously continue to be a critical tool – but not the main tool.



Seeking more? Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Advertising Agencies, having practically ruined

a nearly perfect marketing communications system,

… are now trying to lure their Clients onto a totally unproven communications system…the Web!

Advertising agencies have lost sight of their primary goal: to sell the product. Fortunes are wasted on hip; award-winning commercials that often fail to even communicate the brand.

The reality of business demands that advertising answer to the bottom line! Simply by adding interactive communication to your schedule you can reduce spend and make your existing advertising totally accountable.

Which will demonstrably affect your bottom line and, much to the great disgust of Advertising Agencies, Clients can substantially reduce their horrific marketing investment.

Terrestrial television can then breath a sign of relief and get on with what they are good at…producing good programming.

There is more information available as to the benefits of incorporating interactive "events" onto your scheduel, please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Accountability

measuring the effect of one
exposure to an interactive “Event”
vs.
exposure to the “frequency” model.



Client: Unilever.
Brand: Streets Log Ice Cream Deserts.
Research: Martyn Research.

“Unprompted Brand-Awareness increased +8% amongst main grocery buyers who saw the Interactive Event and Purchase increased +80%; Advertising-Awareness increased 100% over people who had not see the Event.”


Client: Unilever
Brand: Birds Eye Fish Fingers
Research: Nielsen & City Insights.

Nielsen recorded an actual uplift in sales for this brand of 3.2%. City Insights registered a +9% uplift in Definitely/Probably Will Buy. City Insights again established that the technique lifts awareness of advertising, +11%.


Client: Unilever.
Brand: Persil.
Research: Nielsen & City Insights.

Neilsen recorded an actual uplift in sales for this brand of 4.4%. City Insights registered a +2% increase in last week purchase & a +4% increase in Definitely/Probably Buy. There was a 4% increase in Advertising Awareness.


Client: Unilever.
Brand: P G Tips.
Research: Nielsen & City Insights.

Neilsen recorded an actual uplift in sales of 3.1% for this brand and City Insights recorded a +5% uplift in ‘Last Week’ purchase and a +7% increase in Definitely/Probably Will buy. Additionally City Insights recorded an uplift of 8% increase in advertising awareness.


Client: Unilever.
Brand: Birds Eye Frozen Peas.
Research: Nielsen & City Insights.

Nielsen recorded an actual increase in purchase of 2.6%. Whilst City Insights recorded a +2% increase in purchase ‘Last Week’ and a 5% uplift in sales Definitely/Probably Will buy. City Insights again recorded an uplift in advertising awareness of 5%.


Client: Unilever.
Brand: Sunsilk Shampoo.
Research: BLM division NOP.

“Substantial (even dramatic) gains were recorded in Advertising Awareness, averaging +45%. The comparison between “Seeing-The-Event” and those “Not-Seeing-The-Event” shows a healthy performance improvement. An increase in Spontaneous-Awareness of 53% was recorded for Sunsilk Shampoo and for Purchase and increase of 35% was noted.”

Seeking more information? Please take the time to visit: http://interactivetelevisionorinteractivetv.blogspot.com

Accountability

measuring the effect of one
exposure to an interactive “Event”
vs.
exposure to the “frequency” model.

Client: Carter Wallace.
Brand: Nair Hair Remover.
Research: AGB.


“Research again indicates that those who saw the Event had greater levels of Brand-Advertising-Awareness +161.1%; Past-Purchase-Behaviour +100% and also Future-Purchase-Behaviour +60% over people not exposed.”


Client: Carter Wallace.
Brand: Arrid Deodorant.
Research: AGB.

“Arrid’s participation within this Interactive Event again demonstrates the effectiveness of the Technique. All key measurements show positive improvements for those exposed versus people not exposed. Brand-Advertising-Awareness +200%; Past-Four-Week-Purchase +100% and Future-Purchase-Intent +66.6%.


Client: Carter Wallace.
Brand: Sun-In Hair Colour.
Research: AGB.

“Sun-In Hair Color benefits from exposure within the Interactive Event. Brand-Advertising-Awareness was increased by 366.6%; Purchase-in-Past-Four-Weeks +100%; and Future-Purchase-Intent +100%.”


Client: Pork Promotion Council.
Brand: New Fashioned Pork.
Research: AGB.

“Grocery Buyers exposed to the Interactive Event showed higher Awareness +12.3%; higher Advertising Awareness +45.16%. They also had higher Past-Purchase patterns, 80% and higher figures for Purchase-Intent +36.3%.

Client: Sara Lee.
Brand: Hearty Fruit Muffins. (Frozen Bakery Goods).
Research: AGB.

“Grocery buyers who remembered seeing the Interactive Event showed a higher than average awareness of the product +30.9%, a high awareness of advertising at +83.3% and 100% increase in Future-Purchase-Intent.

Would you like more information on interactive communication? Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Accountability

measuring the effect of one exposure to an interactive “Event”
vs.
exposure to the “frequency” model.

Client: Nestle.
Brand: Maggi Pantry Classics (non-frozen RTE meals).
Research: AGB.

“There was an increase of 86.7% amongst those who saw the event in Prompted-Brand-Awareness versus those who didn’t see. On Past-Four-Week-Purchase there was an increase of 233.3% and 266.7% increase in Future-Purchase-Intent (DWB) amongst those people who saw the event.”


Client: Chesebrough-Pond’s.
Brand: Intensive Care Hand & Nail Lotion.
Research: Burke Market Research.

“Readers of the Event were significantly more likely than non-readers to recall all four copy points, additionally readers were significantly more likely than non-readers to have tried the lotion, to have repeated buying it and to have purchased the brand recently.


Client: Rexona (Unilever).
Brand: Vaseline Intensive Care.
Research: AGB.

“Prompted-Brand-Product-Awareness increased at the rate of 31.5% among people seeing the Event, similarly and increase in Past-Four-Week-Purchase +90% and in increase of 81.8% Definitely-Will-Buy was recorded.”


Client: Carter Wallace.
Brand: Dencorub & Dencorub Ice (Muscle Pain Relief).
Research: AGB.

“Quite dramatic increases in Prompted-Brand-Awareness and in the Past-Four-Week-Purchase and Next-Four-Week-Purchase-Intention (DWB) occurred amongst main grocery buyers. These range from 55.6% to 120%.”


Client: Carter Wallace.
Brand: Nair Hair Remover.
Research: AGB.


“Research again indicates that those who saw the Event had greater levels of Brand-Advertising-Awareness +161.1%; Past-Purchase-Behaviour +100% and also Future-Purchase-Behaviour +60% over people not exposed.”

Would you like more information as to the effecacy of interactive Communication?
Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Accountability

measuring the effect of one exposure to an interactive “Event”
vs.
exposure to the “frequency” model.


Client: British Airways.
Brand: British Airways.
Category: Airline Flight.
Research: City Insights.

Airline Last Used has increased from 67% to 77%. Always choose to fly with BA and recommend to friend and colleagues’ increases from 24% to 31%. Increase in those saying BA has the best Frequent Flyer programme increases from 47% to 58%.



Client: Reckitt & Colman.
Brand: Setamol 500
Category: Analgesic.
Research: AGB

“Findings from this Post Event Survey shows impressive increases in scores for those who saw the Event in comparison for those who did not. Results are consistently superior in all three key market measures: Prompted-Brand-Awareness +92.6%, Past-Four-Week-Purchase +47% and Definitely-Will-Buy +47%.



Client: Warner Lambert.
Brand: Listerine.
Product Category: Mouthwash
Research: Market Intelligence Corporation.


“Gains in all key measurements were recorded among consumers exposed to the newspaper interactive event, versus those not exposed. These gains were: Unaided Awareness 39%, Aided 11%, Past-Four-Week-Purchase 55% and Next-Purchase 97%. This translates in total market gain of 8% for Unaided-Awareness; 2% gain in Aided-Awareness; 11% increase in Past-Four-Weeks-Purchase and 19% in Brand-Next-Purchase.”



Client: Warner Lambert.
Brand: Listerine.
In-Store Sampling Programme.
Research: Market Intelligence Corporation.

Research Protocol: Interactive Sampling was conducted in 6 stores with other 6 matched stores used as a control group where sampling was conducted without the interactive elements. Additionally, other stores that had no sampling programme at all were monitored. Purchase behaviour was monitored for three months. Actual inventory and cases sold were monitored.

“For the month of November (time of sampling and commencement of survey) an increase of 129% in actual purchase was obtained in those stores where the interactive sampling programme took place versus those (control) stores where the interactive sampling did not take place.

The average for the three month programme, November, December, January was a gain of 36% in purchase, versus those stores where the interactive programme was not held.”

Seeking more information? please visit: http://interactivetelevisionorinteractivetv.blogspot.com

TOTAL ACCOUNTABILITY!

Our Interactive Communication Programme has been extensively researched by independent research organisations in Australia, The United Kingdom, U.S.A. Japan, Singapore, New Zealand and The Philippines.

Numerous marketing research studies have been conducted to measure and document the sales impact of the IMG technique. In point of fact, measurements are always made on the incremental sales generated by each interactive ‘Event’ for every participating brand because the premise of IMG is on making advertising expenditure accountable. The results are presented to each client as a post evaluation.

To demonstrate the effectiveness of the technique we will be posting highlights from reports prepared by independent research companies in conjunction with past interactive programmes.

These will be posted on a daily basis.

Seeking further information then please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Towards understanding human behaviour

One thing they NEVER taught you whilst working in an advertising agency…or a marketing department for that matter…
And that’s 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!



Are you seeking more information on interactive communicaion? Please visit:
http://interactivetelevisionorinteractivetv.blogspot.com

FreeWebSubmission.com

ARMED WITH A LITTLE TECHNICAL KNOWLEDGE

Your customers can now air their gripes and you can do nothing to stop it!

Their gripe sites can make for uncomfortable reading however you must talk to your customer and attempt to deal with their problem.
We know just how to do that.

Seeking more information on interactive communication? Please take time and visit: http://interactivetelevisionorinteractivetv.blogspot.com
http://quickregister.net

Blog-Search.com
http://www.quickregister.net

YOUR CUSTOMERS DEMAND THAT

you shut up and listen for a change!

You may even find the experience liberating!

Our vast experience preparing Interactive “Events” has told us that your customers have a hell of a lot to contribute.

SO PLEASE STOP TALKING AND LISTEN…YOU’LL BE VERY SURPRISED


Do you seek more information on genuine interaction? visit http://interactivetelevisionorinteractivetv.blogspot.com
http://quickregister.net
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dir="ltr">Click
here to submit your free, permanent ads to TheFreeAdForum.com!

Consumers today encounter

from 3,500 to 5,000 marketing messages a day vs. 500 to 2,000 in the 1970s.


The result: There are so many ads out there today to an extent never before realised. No matter how many more ads out there, it’s not going to work…because it’s not registering!

Finally, finally, the whole dismal story is emerging, the biggest confidence trick in this or any other century is, finally, being exposed.

The confidence trick of Advertising!

Nowadays the problem is so bad that serious discussions about accountability never occur, advertising could never be totally accountable because it never worked to the extent believed – period.

The huge problem of clutter was never seriously addressed, as they had no answer for the problem. Meanwhile the swine lavishly ate at the Clients table and then laughed all the way to the bank.


http://www.quickregister.net

Would you like more information? Please visit:
http://interactivetelevisionorinteractivetv.blogspot.com

The erroneous model of communication- as seen by Advertising Agencies!

Most advertising today depends on a single-step communications model. A message sender – the message – receiver.

This basic model assumes that the sender is active, whilst the receiver is inactive or passive and the message is comprehended properly.

In this case if the advertisement is creatively prepared and sent through the right medium and, if it cuts through all the other noise, and then if it is decoded correctly the advertisement has done its job!

Dealing with the future will require significant changes in the ad industry. Media research- how advertisers measure what people watch and how they respond to ads-will have to get considerably savvier about gauging media consumption habits. Creative ad teams will have to understand the communication process better and then make involving ads that people are actually interested in reading/watching.




Would you like more information? Please visit:
http://interactivetelevisionorinteractivetv.blogspot.com

Please don’t shoot the messenger!

Lets take a look at to-days papers and see what, if anything, they have to say about advertising….

Yup, here’s something that appears to support my position.

“In a world that’s full of bull and kipple, it’s time we were told the simple truth.

…Branding for example, often you see two brands of toothpaste or two brands of paracetamols, or anything like that, just buy the cheapest. It’s all exactly the same stuff!”

“Kipple is the word the writer Philip K Dick coined to describe the ever-growing tide of mental rubbish that clutters the world. Kipple is, in a word, rubbish.

What is kipple? Where is it to be found? Kipple is everywhere.

Kipple is the advert that tells you a fizzy drink is a statement about yourself. It is the cold caller saying you have won a competition you never entered, the friendly bacteria, the meaningless graphic in the shampoo ad, the “clinically proven” miracle face cream….”

AND THAT’S THE PROBLEM I KEEP RETURNING TO – THEY DON’T TRUST ADVERTISING OUT THERE!







Would you like to learn more?
Then simply visit: http://effectivetelevisionor effectivetv.blogspot.com

SUBSTANTIALLY MORE EFFECTIVE!

Client: Quaker Trading
Brand: Quick & Hearty
Category: Hot breakfast Cereals
Research by: NOP


North West England

Of those who only saw the television commercial only:
1% claimed to have purchased Quick and Hearty in the past 4 weeks.

Those who had seen the interactive programme 9% claimed to have purchased. An increase in +800%.

In London

There was no television advertising for Quick and Hearty the purchase of Quick & Hearty in the control area was 0%.

In the interactive test area last 4 weeks purchase was 4% and increase of +700%

In both regions the interactive programme generated a 9% positive intention to purchase.

This was twice the level generated in the North West & Midlands, and over three times that of the non advertising area in London.

It is therefore a reasonable conclusion that the interactive booklet led to an enhanced interest in purchasing Quick & Hearty when next buying a breakfast cereal.




Do you need more information on the effectiveness of interactive communication?

Please visit: http://interactivetelevisionorinteractivetv.blogspot.com
http://www.quickregister.net

They NEVER trusted advertising

In today’s marketplace, time, attention and trust seem to have become the scarcest resources and companies that fail to recognise this fact are bound to suffer problems.

As a result it is becoming more and more important to ensure that there is a strong ‘what’s in it for me’ appeal to the consumer. With so many demands on their time they will only spend quality time with those products and services that are clearly offering them something of direct personal relevance and value.

Another contributor to the loss of trust and belief has been the acceptance of the ‘mass market’. Anyone with any understanding of communication and human behaviour will understand that there has never been such a thing as a mass market!

Buying habits are as individual as fingerprints so the surest way to identify products and services of greatest appeal is not through traditional market segmentation and then advertising but by a means of involving the customer in the process whereby a true two-way dialogue can be entered into.


Are you seeking more information?
Please visit http://interactivetelevisionorinteractivetv.blogspot.com
http://www.trafficswarm.com/cgi-bin/swarm.cgi?626584&ac5ce2d6cb7d54c30fbf3f9975f057ca

The philosophy of Interactive communication

"Tell me & I'll forget,

Show me & I may remember

Involve me & I'll understand"
Old Chinese Proverb

http://interactivetelevisionorinteractivetv.blogspot.com

It’s about time Clients shut up and listened!

The fact of the matter is that media are no longer in control of the message.

People have taken control and are starting to connect to each other directly.

In the past Marketing/Advertising has been about telling people what to buy.

Interactive communication, properly executed liberates Clients from this restraint and also allows them a unique opportunity to listen!

The most vital part of any communication!

Just how much more cost effective is interactive communication?

Professor E.L. Roberto, PhD, Coca-Cola Foundation Professor of International Marketing reviewed the £5 million of independent research conducted on behalf of Shopper’s Voice and provided this summary as to the techniques cost efficiency:

"The Shopper’s Voice participating advertisements generated recall scores that are more than 50% productive than normal advertising. The effect on purchase intention is just as impressive if not much more.

All these productivity increments are attainable at a reasonably inexpensive budget. One Shopper’s Voice Client revealed that for its participating brand, its quarter television expenditure was $5.7 million as compared to its Shopper’s Voice budget of $0.5 million.

This 1:10 ratio has been obtained in Shopper’s Voice experience in other countries."

Source: AGB: Gallup: Martyn Research: Bourke: NOP. City Insights & more.

Communication in a changing world

The Advertising, Marketing and Broadcast community currently reside in a tramline society, a society that has got used to its ruts and its blinkers and prefers its own ways, however dreary, to untrodden paths and new ways of looking at things.

An analogous story is of the Peruvian Indians who, seeing the sails of their Spanish invaders on the horizon simply put it down to a freak in the weather and went on about their business having no concept of sailing ships in their limited experience.

Likewise Advertising Agencies have absolutely no understanding of the communication process. Similarly they pay only lip service to the much-needed concept of accountability!

The huge changes about to engulf this community need not be painful, however these changes are inevitable because the old ways of marketing and advertising have gone…for ever.
They have been exposed as having failed the needs the whole community.

Marketing applies advertising to the selling of goods or services, so, what is advertising? It is nothing more than a form of learning, the advertiser is saying to his audience, learn about my product/service and then please change or modify your behaviour."

Well then, what is learning?

Most educationalists today say that real learning is about answering a question or solving a problem. The questions can range from the immense to the trivial, however when we have no questions we need no answers. Apply questions and an understanding of human behaviour to the marketing of products, then you start to have real communication taking place.
The questions do not have to be some kind of examination question, more often it is a sort of reaching for, an exploration. Learning is a discovery and people do want to learn about and discover products.

As we said earlier on, you cannot expect the consciousness that created the problem to then solve the problem.

Advertising & Marketing people spent hours and hours at conferences discussing the latest whiz in marketing and indulging in Group Think. A most dangerous pastime because like-minded groups have like-minded ideas and find it hard amongst themselves to project change in their profession, any meaningful change that is!

Study the English Marketing Trade Press, one would think that all was safe and calm within their industry, they constantly discuss the latest multi-million dollar advertising (waste of money) and how it fares creatively.

The current account changes and, all the while, never giving any indication that theirs is a profession undergoing critical examination and that the verdict is almost upon them…death of a thousand cuts!

Interactive Communication... a win win scenario!

Interactive Communication, properly executed, provides a win-win-win scenario for all participating parties.

For the first time in the history of commercial communication, participating parties can expect to benefit from appearing in interactive communications "Events".

For communication to be successful mutual self- interest has to be satisfied.

The need for product information.

Communication results from an interaction in which two parties expect to give and take. Audience members must be able to give feedback. Media practitioners and their Clients must be sensitive to the information contained in the feedback. This give and take can result on real understanding or real feedback.

1. The Consumers need for Interactive Communication.
People desire to be taken account of, to affect change, learn and personalise their relationships with their environment. There are a phenomenal number of reasons, which cause people to interact, which go far beyond just giving them things.

When people participate in interactive marketing communication they are told that their efforts and feedback are of positive help to the advertisers. Moreover, by participating, they then learn and understand the message from the advertiser, personalise their relationship with the advertiser and their products (or services).

2. The benefits for participating advertisers.

For the first time manufacturers advertising becomes totally accountable with payment by results only. Interactive communication provides intelligent sales through feedback and involvement. Thus allowing the building of intelligent databanks.

It allows the brands to differentiate themselves from their competition. Substantially reduce their heavy marketing investments. Additional benefits will allow the analysis of the feedback through a mass focus group allowing brand development. Whatever the consumer & manufacturer deem appropriate.

3. The Medium becomes accountable and more effective.

By the very nature of interactive "Events" the audience are captivated by the technique. Interaction alters the way viewers/readers perceive advertising, instead of being viewed as interruption advertising becomes a pleasurable and meaningful source of information. There is a substantial increase in the reading/viewing figures and it readily counters zapping.
It also allows the medium to provide evidence as to the effectiveness of the medium in terms of sales, awareness. message comprehension thus proving that TV advertising is effective (as well as magazine advertising).

One trick advertising agencies!

Let us review something written and published in Marketing Magazine, the author is Marc Ritson, Assistant Professor of Marketing at the London Business School.

"A pipe bursts in your house. When the local handyman arrives, he is carrying a large toolbox. Without even looking at the pipe, he opens the box to reveal only one tool: a hammer. He takes it out and brings it crashing down on the broken pipe - for an hour. With the pipe destroyed, he asks for £100 and leaves.

I heard it put a little differently the other day, a potential new Client walked into the presentation room of a large agency, the Client Director said, "The answer is a 30 second TV commercial, now what’s your question?"

This provides an accurate analogy for the state of the marketing communications industry. The fanfare that greeted the emergence of integrated marketing communications in the early 90s has died away, leaving the industry uncomfortably aware that it still represents a series of one-trick ponies.

Advertising agencies still espouse solutions that centre on advertising. PR agencies always suggest PR; direct agencies suggest direct marketing and so on.

What of the advertising agencies? In terms of numbers, the laid back attitude of many agencies seems at first glance to be justifiable. Despite the huge proliferation of new interactive services and products in the past few years, the economics of the advertising business have barely been affected.

The vast majority of advertising revenue is spent on traditional media and, the growth of direct mail notwithstanding; the advertising agencies still control the transactions that take place between the advertiser and the media owner.

Yet as traditional spot and display advertising becomes less dominant, and as expenditure on commercials gives way to targeted selling using interactive technology. Giving the consumer the opportunity to respond directly to the advertiser, the role of agencies as an interface between the advertiser and the customer will decline and a new productive age will have dawned.

The attraction of interactive communication is...

The attraction of interactive communication is that it is a return
to the prehistoric human fascination with telling tales!
Since the beginnings of any civilised society the market place was the hub of civilisation, a place to which traders returned from remote lands with exotic spices, silks, monkeys, parrots, jewels - and fabulous stories.
Interactive Communication, properly executed, more resembles an ancient bazaar than fits the business models companies try and impose upon it. People respond to interactive opportunities because it seems to offer some intangible quality long ‘missing in action’ from modern life. In sharp contrast to the alienation wrought by homogenised broadcast media, interactive opportunities provide a space in which the human voice would be rapidly rediscovered.
Unlike the lockstep conformity imposed by television, advertising, and corporate propaganda, interactive communication gives new legitimacy – and free rein – to play.
People long for more connection between what we do for a living and what we genuinely care about. We long for release from anonymity, to be seen as who we feel ourselves to be rather than the sum of abstract metrics and parameters. We long to be part of a world that makes sense rather than accept the accidental alienation imposed by market forces too large to grasp; to even contemplate.
Remember the market place, of old. Caravans arrived across burning deserts bringing dates and figs, snakes and parrots, monkeys, strange music and stranger tales. The market place was the heart of the city, the kernel, the hub. Like the past and the future it stood at the crossroads. People worked early and went there for coffee and vegetables, eggs and wine, for pots and carpets. They went there to look and listen and to marvel, to buy and to be amused. But mostly they went to meet each other…to talk and interact!
Markets are conversations.

My, My…we are regressing…image advertising is a total waste of time, nobody, but nobody, buys image anymore…if they ever did!

1. The belief of advertising’s enormous power and the almost inevitable effectiveness of image advertising grew as mass advertising followed mass manufacturing in the 50s’ and ‘60s. Mass manufacturing led to one-size-fits-all products.

2. Now, advertising’s declining effectiveness is due, in part, to an earlier perception that over-estimated advertising’s power.

3. In earlier days there was a faith than when there was little objective difference among products, an emotion-laden image is always used as a motivator.

4. The technological revolution in manufacturing has made every vendor customise his product line.

5. Taking the place of undifferentiated brand products are various related lines of different choices for a consumer to select among. In this situation, our ability to sell everything under the umbrella of a single brand image has become limited and suspect.

6. How much can an ad lacking information really accomplish? Brand image is no longer the be-all and end-all of marketing.

7. With this vast differentiation, especially with high-ticket items and durable goods, buyers are looking for more than brand rhetoric. Whilst consumers still buy candy bars or sweat socks casually, as we should, without great forethought or analysis. Consumers buy important expensive durables only after they have properly processed the information they need.

8. One of the major sources of that information is – or should be – advertising. Here’s the problem: Image advertising doesn’t give us the information needed to buy knowledge-driven products. Since it doesn’t help us, we have long since acquired the habit of tuning it out.

Am I on another Planet?

I have been overseas for a few months, a colleague of mine kept back the trade press for me to review upon my return.

I am amazed, whilst I know that “American & England, two countries separated by a common language,” I didn’t realise just how much separation existed.

Certain elements of the British Trade Press appear to be either unaware of the cataclysm about to hit the advertising industry or reluctant to discuss it!

In American all is doom and gloom!

Newsweek carried an article “New Ways to Drive Home the Message”, which, in essence said the new technologies that give the viewers more control over how they watch TV could spell the end of the classic 30-second commercial…”

The Holy Grail of American Advertising, Advertising Age had this to say recently, “Transparency makes it clear: Advertising a thing of the past.”

USA Today said in a major review of the deficiencies of advertising, “Advertisers forced to think way outside the box. TV used to be tops.”

Meanwhile former Chief Marketing Officer, The Coca-Cola Company, Sergio Zyman has written a book “The End of Advertising as We Know It.” He contends that advertisers have lost sight of their primary goal-to sell product. Fortunes are wasted on hip, award-winning commercials that often fail to even communicate the brand!

Meanwhile back in the UK all slumbers on as if nothing is happening, and anyway that’s America and we all know what the Americans are like.

Well all these problems, and more, are already here, however who is going to have the courage to admit them and then do something about it?

The prehistoric human fascination with telling tales!

The attraction of interactive communication is that it is a return
to the prehistoric human fascination with telling tales!

Since the beginnings of any civilised society the market place was the hub of civilisation, a place to which traders returned from remote lands with exotic spices, silks, monkeys, parrots, jewels - and fabulous stories.

Interactive Communication, properly executed, more resembles an ancient bazaar than it fits the business models companies try and impose upon it.

People respond to interactive opportunities because it seems to offer some intangible quality long ‘missing in action’ from modern life. In sharp contrast to the alienation wrought by homogenised broadcast media, interactive opportunities provide a space in which the human voice would be rapidly rediscovered.

Unlike the lockstep conformity imposed by television, advertising, and corporate propaganda, interactive communication gives new legitimacy – and free rein – to play.

People long for more connection between what we do for a living and what we genuinely care about. We long for release from anonymity, to be seen as who we feel ourselves to be rather than the sum of abstract metrics and parameters. We long to be part of a world that makes sense rather than accept the accidental alienation imposed by market forces too large to grasp; to even contemplate.

Remember the market place, of old. Caravans arrived across burning deserts bringing dates and figs, snakes and parrots, monkeys, strange music and stranger tales. The market place was the heart of the city, the kernel, the hub. Like the past and the future it stood at the crossroads. People worked early and went there for coffee and vegetables, eggs and wine, for pots and carpets. They went there to look and listen and to marvel, to buy and to be amused. But mostly they went to meet each other…to talk and interact!

Markets are conversations.
Advertising’s failure!

Conventional advertising has failed the natural human need for social interaction. We have created a media society during the last 30 or 40 years where there is an extraordinary reduction in interaction because of the one-way and more passive form of information that exists. People desire to be taken account of, to affect change, learn and personalise their relationships with their environment. These psychological and sociological factors are part of the incentive to interact with advertising. However, these tend to be minimised in the incentive direct response field, there are a phenomenal number of reasons which cause people to interact which go beyond just giving them things

Goodbye to the passive TV ad of yesteryear

Viewers are becoming impatient with television’s linear flow and are increasingly using the limited opportunities available to them to avoid the intentions of advertisers and programme makers. Even though to many the remote control is a fairly recent development, 44% habitually use it to dodge ads. And 14% to watch two programmes at the same time.

Too much advertising is focused on a market place that is gone. Manufacturing has changed. Marketing has changed. Advertising has not, and it is no wonder that clients are losing faith in it.

This decline in confidence has been going on for several years, and the recent recession has brought it to the crisis level. Advertising’s share of promotional expenditures for packaged goods has gone from 43% to 25% since 1981.

This sense of declining effectiveness is due, in part, to an earlier perception that over-estimated advertising’s power. In the industry’s days of dominance, people believed it could change the ways consumers think and behave, not just influence them to favour one brand in a category they were already considering.

In earlier days there was a faith than when there was little objective difference among products, and emotion-laden image is always used as a motivator.

Much of this sense of advertising’s enormous power and the almost inevitable effectiveness of image advertising grew as mass advertising followed mass manufacturing in the 50s’ and ‘60s. Mass manufacturing led to one-size-fits-all products. Local, individualised, and speciality products disappeared, and the mass consumerism was achieved via mass advertising.

Now, customised products are coming back. Modern manufacturing has attained the ability to replicate, in its own way, the old world of choice.

Products are modified to meet many different consumer needs, including diet, health, ecology and economy among others. This technological revolution in manufacturing has made every vendor customise his product line.

Huge changes are occurring

The business formally known as advertising…


Huge changes are occurring, corporations are having to do a complete about face. A very large proportion of media functions will no longer be delivered top-down, as in the broadcast model but will be coming bottom-up from the very customers most corporations are trying to ‘order’ to buy their product right now.
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." 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!
Advertising Agencies have led us up the wrong path, that’s because they never understood the communication process,