We had the likes of Leo Burnett, David Ogilvy et al. And they were the keepers of the flame of advertising.
Nowadays no aspect of advertising is as badly served as advertising
itself. Where to day are the advertising voices that ring out as
intelligent, passionate, current, and, more importantly, critical of
current advertising practices?
Can you, for one moment, even imagine David Ogilvy not giving
sarcastic comment to some of what passes for advertising these days -
especially the use of the new technology?
Once upon a time we had an excellent heritage of critical writing
on advertising. Unfortunately to day no one speaks with any authority
either for or against advertising.
In our current trade press the lexicon of adjectives used by critics of advertising is...zilch...nada...nothing!
Even worse, the banality of what passes for intelligent commentary
on all aspects of marketing/advertising is simply that - banal!
The current crop of writers have forgotten that their first calling
is to write readable,intelligent and amusing articles. Because like
everything else advertising needs strong criticism, it needs that to
keep advertising strong and innovative. Bad advertising, and there
happens to be a lot of it around these days, drives out good
advertising unless there is someone to stop it.
The current crop of writers and what they have to say about
advertising is growing in irrelevance. Sometimes I feel that, when
reading the marketing/advertising/media press that they have no idea
who they are writing for. Sadly, a myopic tunnel vision is bought to
bear on the subject currently in vogue - in this instance, Web 2.0.
However what is really worrying is the fact that, in the instance
of Web 2.0, there is no debate as to the suitability of Web 2.0 as an
advertising medium, there is no debate as to the claims of it being
accountable. Which, by the way, it isn't, it is too susceptible to all
types of fraud and manipulation!
And there is absolutely no discussion on the huge and growing
problem of clutter. Whether it's emerging digital platforms or the
nooks and crannies in an ever increasing buyable physical world - from
dry-cleaning bags,coffee cups,door hangers and even houses. The simple
fact of the matter is that clutter is leading to more clutter.
So if clutter is such a problem, why isn't there a clear,unified
way of thinking out a way to reduce it? And that perhaps a good debate
and discussion within the marketing/Media press could contribute, but
no, no critics within the trade have emerged to courageously tackle
this huge and growing problem!
Added to this is the headlong, unquestioning rush into all forms of
new media. Like, for example, cellphone (mobile) advertising.
A much more critical stance would have questioned the very thought of advertising on mobile 'phones.
Now the obvious has been confirmed, marketers' new-found fondness
for cellphone advertising is not an enthusiam universally shared by
consumers.
When 4,000 adults were asked about different forms of mobile phone
ads the overwhelming majority of respondents found them "not
accepatable at all"!
"My new gizmo has gone up in smoke but I can't face ringing yet
another call centre"...that was the headline in a recent edition of The
Tomes of London, as if in vindication of what I am trying to say here.
"Customer satisfaction plumbs the depths as a survey suggests that we
are fed up with poor servicesstates the Times.
I can guarantee that there will be no discussion/debate/criticism of that little article in the trade press!
Here I will take this opportunity to announce the fact that we are
trying ourselves to (partially)address the problem of reader
satisfaction/ddissatisfaction. On our blogsite (http://effectiveaccountablecommunication.blogsite.com)
we have a short questionaire with a couple of questions and multiple
choice answers. Please take the time to visit and provide us with your
opinions...it will help us all in the future. Thank you so much in
anticipation.
About The Author
communication in Australia; Japan; USA;The UK; Singapore. He also wrote
& produced the worlds' first regularly scheduled interactive TV
game show sponsored by P&G. Having invested $10 m in independent
research he is ideally situated to proclaim the substantial benefits of
interactive marketing communication. Seeking more: Then visit: http://interactivetelevisionorinteractivetv.blogspot.com
--------------------------------------------------------------------------
Distributed by Hasan Shrek, independence blogger. Also run online business , matrix, internet marketing solution , online store script .
Beside he is writing some others blogs for notebook computer , computer training , computer software and personal computer
--------------------------------------------------------------------------
Technorati Tags: web, business, sales, marketing, internet marketing, internet business, online business, work at home
No comments:
Post a Comment