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.
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