The repetitious cry and certain belief that "creativity" is the answer to all marketing problems -
– it isn't and frankly never really has been.
It's a given that all human knowledge is provisional but it is also incremental, the sum of what we know to day is far greater than thirty years ago – with, possibly, the sole exception of marketing/advertising. Nothing new has been added to the armory of advertising…no debate is taking place as to where to go next! Perhaps that is because there is no place else to go!
However to day it is still an article of faith among advertising people that advertising will not change because "it works"!
Facing the painful truth is the first essential step in devising a sensible strategy for the perpetuation of advertising. And the painful truth is "Advertising no longer works"!
Is it because that, for financial reasons, you do not want to address the problem of clutter…because it is a huge and growing problem which contributes to the declining effectiveness of all advertising.
The poor old customer, or in advertising speak, Consumer, does not want to take delivery of even more messages, after all they do not appear to be taking much notice of the messages that exist already!
The advertising world has dehumanized and depersonalized the process of communication and very little evidence of consideration of the consumer exists!
– it isn't and frankly never really has been.
It's a given that all human knowledge is provisional but it is also incremental, the sum of what we know to day is far greater than thirty years ago – with, possibly, the sole exception of marketing/advertising. Nothing new has been added to the armory of advertising…no debate is taking place as to where to go next! Perhaps that is because there is no place else to go!
However to day it is still an article of faith among advertising people that advertising will not change because "it works"!
Facing the painful truth is the first essential step in devising a sensible strategy for the perpetuation of advertising. And the painful truth is "Advertising no longer works"!
Is it because that, for financial reasons, you do not want to address the problem of clutter…because it is a huge and growing problem which contributes to the declining effectiveness of all advertising.
The poor old customer, or in advertising speak, Consumer, does not want to take delivery of even more messages, after all they do not appear to be taking much notice of the messages that exist already!
The advertising world has dehumanized and depersonalized the process of communication and very little evidence of consideration of the consumer exists!
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