The current advertising market is in meltdown...



　

The advertising boom of yesteryear will forever be associated with the credit boom. Just as the values of that economic system are now discredited, so to will be the values of the marketing and advertising boom that went with it.

... with audiences disappearing, TV rates plummeting and clients cutting already slender budgets. Perhaps we should be rejoicing that the days of hype and excess are finally over.
The advertising boom of yesteryear will forever be associated with the credit boom. Just as the values of that economic system are now discredited, so to will be the values of the marketing and advertising boom that went with it.
In the future we will no longer have high regard of advertising/marketing that is mass-produced. We will be amazed that Clients, like Guinness, will have paid 15 million pounds for the production of a TV commercial.
Marketing is everything a company does to acquire customers and maintain a relationship with them. Even the small tasks like writing thank-you letters, playing golf with a prospective client, returning calls promptly and meeting with a past client for coffee can be thought of as marketing.
The all-embracing concept of marketing has been lost on a lot of companies, resulting in a poisoning of the well, a deeply ingrained lack of trust that, now has become an enormous obstacle to overcome:
Marketers have spammed, lied, deceived, cluttered and ripped us off for so long, we’re sick of it.
Which means that even if you have a really good reason, no, you can’t call me on the phone. Which means that even if it’s really important, no, I’m not going to read the instructions. Which means that god forbid you try to email me something I didn’t ask for… you’re trashed. It’s so fashionable to be sceptical now that no one believes you if you attempt to do something for the right reasons.
Like all those packaged-up bundles of bad debt, contemporary advertising had no fundamental value. It was misplaced faith in future economic growth that drove up the values of 30-second TV commercials!
The Clients spent so much money on advertising because they believed that they were living in the best of times and that it was all just a one way street - upwards! We all now know all this wasn't true.
In the years to come this advertising will be seen as the ultimate symbol of the economic fairyland we have been living through in the past five years, an era in which the world lost touch with its sense of value. These were not masterpieces of advertising

, they were the icons of idiocy.

The largest advertiser in the world for the past fifty years

 has watched its market share decline steadily for the past thirty years. (General Motors)

 

* One advertiser with a rock steady level of sales spent $50 million a year for five years to increase sales.  Sales rose the first year but fell back to pre-advertising levels by the third year. (Raisin Advisory Board)

 

* One advertiser faced with steadily declining sales spent $50 million a year for 15 years and continues to spend while sales continue to decline in a straight line. (Milk Advisory Board)

 

* One corporation that never advertises, doesn't permit advertising in its retail space, has grown in 6 six years from nothing to the largest seller in its field and has three times the stock market value of General Motors. (Google)

On the subject of the success of Google it is important to note the difference between advertising and listing.

* Advertising describes a message placed in front of many people most of whom have no interest in the message.

* A listing is a message placed in front of people who are looking for information related to that message. Google is pure listing, and it works.

 

But Shopper's Voice consistently lifts sales and all key elements of the marketing program.   Contact Paul Ashby @ paulashby40@yahoo.com. Visit htt://interactivetelevisionorinteractivetv.blogspot.com or call (0044) 01934 620047

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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