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Home » Writer's Blogs » Paul-Ashby http://interactivetelevisionorinteractivetv.blogspot.com Paul Ashby (10) Paul Ashby http://interactivetelevisionorinteractivetv.blogspot.com Marketings' Heart of Darkness Posted Tuesday, November 17, 2009 (8 days ago.) Viewed 3 times. The orthodox advertising model takes no account of reality, hopefully the Financial Crisis should bring back some sanity One of the few benign consequences of last year's financial crisis was the exposure of modern marketing as an emperor with no clothes. Now it is a fact that modern marketing/advertising has to be urgently reinvented It could lead to a flowering of original thinking in a profession whose creativity has been stifled by the intellectual monopoly of orthodox advertising and marketing bodies. The dirty little secret of modern advertising is that the models created by media and advertising agencies said almost nothing about accountability. The defunct advertising and marketing bodies today are the people who took control of the subject in the 1960s, with theories about the effectiveness of advertising, mainly on television. These theories, never really tested with reality, had a major flaw, if reality contradicts these theories it was reality that marketing & advertising professionals wanted to change It is not surprising that the whole marketing edifice has come crashing down. To-days approach prevented marketing professionals from thinking about a world that is, by its very nature, unpredictable and inconsistent. Why did Marketing fail to predict the crisis. It is said they failed because they all had a flawed view about markets! To gain some genuine understanding of unpredictable communications marketing and advertising people will, first of all, have to understand the real meaning of the word "communications" Perhaps they don't really want to! The formula of reach & frequency is a thoroughly dishonest formula, based upon the need to rip as much money off Clients with complete disregard to accountability. There have been far more effective methods of marketing, however because these achieved startling results with a substantial reduction in advertising budgets they were dammed by faint praise and shuffled off out of sight before Clients could be woken up to the fact that they were being, simply put, ripped off! Advertising has encouraged the growth of the sick & degrading culture of celebrity in the quite erroneous understanding that circulation is one of the key elements within the charade called advertising. In an article "Admen to tackle mistrust" the Advertising Association is to urge members to fight back against waning consumer trust in advertising, which is another example of the complete lack of understanding on the part of the Advertising Industry of the communications process and individuals complete lack of interest in advertising. In a survey it was established that only 15% of adults "generally trust advertising" Frankly I am surprised that it is so high. Consider this, the strength of newspapers to markedly affect the outcome of elections is severely doubted, if editorial strength & support cannot markedly affect political outcome just how can we expect advertising to have any effect! Especially if adults "don't trust advertising", add to that fact that right now they also don't trust politicians and surely we could find a better way to spent the vast sums invested in political advertising! The fact is that in all walks of life the "system", despite the original intention and rules, always becomes corrupted by its users and lazy administrators, advertising has become so corrupted and is in the process of corrupting the New Media as they have corrupted the Old Media! Of course there is a tacit agreement to keep the current inefficient system going for as long as possible. The vast sums of money spent on advertising go towards making a few people very rich indeed, in the past, Media Barons created media to gain power, nowadays the reason for creating new media, in whatever form, is no longer a route to power, it has become a route to vast riches and never mind the quality of media hence the "dumbing down of all media" in recent years. Don't agree with what I'm saying? Well then consider this little shard of information. As much as 60% of all tracked advertising expenditure world-wide during 2008 failed to deliver results expected by marketers and can be considered wasted . $70bn alone is spent in the USA on advertising extrapolate that out to world-wide and that becomes a hell of a huge waste of money. Try it you'll like it! If you click on the link below you'll be able to preview a part of my book "Television Killed Advertising" Here is the link: http://www.lifestoriesandmemories.co.uk/stories.asp?qtype=5 & search=go In it you will discover why we need interactive communication, properly executed, together with supporting independent research. Or visit http://www.interactivetelevisionorinteractivetv.blogspot.com Permalink         Comments (0) Finally Marketing & Advertising have mastered the Moonwalk - Posted Wednesday, July 15, 2009 (133 days 1 hour ago.) Viewed 10 times. ...slipping backward, but maintaining the illusion of progress. The other day I was talking to two advertising people and asked them "Do you think that advertising and marketing have to change?" Both professions had their absolute heyday in the 1950s/1960s and both have spent the past 20 years or so trying to recapture that glory. Both businesses have spent Clients money like quadrillionaires and have led Clients together with TV, Newspapers and Magazines down a road of financial lunacy by thoroughly misleading us all, after all isn't the statement "advertising works" a totally misleading statement? Ultimately the two advertising people agreed, advertising & marketing has to change, however, and, rather surprisingly, this change has nothing to do with new media but to do with the desperate need for accountability and ROI, together with the desperate need to understand the word communication! The 60s! Ah that was a glittering time, advertising people ruled the business world...nobody was being at all difficult about their profession, nobody was questioning the fact that advertising works, or does not as the case may be. There was a sense that the men were brilliant. The problem was that these men of action wanted to act, but certainly they did not want to tell the Client that the advertising job could not be done. Men of action want to act. They are paid very generously to act, they have entered advertising to act. But they couldn't tell anyone how difficult things were, that advertising was not as simple as it appeared. So doubts were, and still are, excluded, and the facts were altered to suit the theory. Advertising men don't just become prisoners of their Clients. They also become prisoners of their errors. Advertising and Marketing people never questioned the fact that advertising and marketing never worked they just chased the illusion that creativity was the answer to all their problems and just followed one expensive creative person with another as logic took over from common sense. Make the buying of media more important; Make the production of TV commercials more expensive; hire the current "hot" Hollywood Director; and so it goes on. Now the lunacy has spread to The Internet, and so it goes on. Never once admitting that we have all been led up a one way street of no accountability. And however independent the men may have started off, soon these men became owners of an error they cannot admit to, advertising doesn't work. And now even years later they cannot even in a fairly limited way admit to that. Enhancing the theory that advertising works requires staggering amounts of research with staggering amounts of money, the life of the current advertising world suggests that that is easier wished for than achieved. Because of the failure of advertising to understand the process of communication they have damaged a totally good "old media" whilst, at the same time, rushing onto the Internet not understanding at all that the Internet is most certainly not an advertising medium at all! And now Agencies are rushing onto Social Media ignoring the fact that, as in the past, people don't want their advertising in whatever form. The difference here is that they can easily move away from advertising, you have only to look at the experience of Second Life, that was to be advertising's salvation. That's why the early adopters have moved on! And be warned, they still don't know how to monitize the Internet..but we do! All these problems are discussed in my book "Television Killed Advertising" available at Amazon Books UK,and out now or, if you wish you can discuss it with me directly paul.ashby@yahoo.com Please also visit:http://interactivetelevisionorinteractivetv.blogspot.com Permalink         Comments (0) They Are Still Trying To Kick Life Back Into the Old One. Posted Saturday, May 09, 2009 (200 days 5 hours ago.) Viewed 3 times. Forget all the talk of post-recession rebuilding. We are still advertising with no accountability and must now reduce our expectations The coming nonsense is that when this recession is over, countries such as America & Britain should seek and find our salvation in (in what will become a buzz phrase of 2009-10) a "new Marketing model". Wrong. Actually we're just stuffed. Marketing & Advertising hit a tree. There is no replacement advertising model for us to drive off in. We must bash out the dents, clear the broken glass, remove the bumper from the front wheel, and limp on as best we can. We should accommodate ourselves to that prospect Instead, as our prosperity sinks, the Marketing gurus rhetoric will go skyward. "New challenges", "a new vision", "post-millennial economy", "thinking outside the box" ... "new technology" how wearisome this inspirational PowerPoint pap becomes. Already I can hear the so-called great and the good of the (failed) Marketing & Advertising community boasting of the next generation of marketing thrust. Melancholy will be the spectacle of a range of middle-aged-to-elderly marketing & advertising throwbacks burbling about life changes and sea changes and gear changes and step changes for American & British Marketing. "Post-recession Britain ... new age ... new marketing dispensation ... recalibrate ... re-balance ... blah, blah, blah." Oh boy, is this nonsense going to sound wise. The riff will be that Western Marketing, like America & Britain's must reinvent themselves. Behind the curve, and banging the table as ever, they all have not yet latched on to the rhetoric of the "new economic model". They are still trying to kick life back into the old one. So the talk until recently has been about "kick-starting" the old economy. This mindless attempt to return to routine is an indication either of the absence of imagination, or of panic. But as it becomes apparent even to the Marketing & Advertising community that there is to be no return to that golden decade of no hard choices and uninterrupted growth together with Top Down Management techniques that have failed miserably. Although (the argument will concede) the old rust-belt industries of the 20th century had to go, the West turned its back on industry rather too readily. We were bedazzled by Marketing services: fool's gold from Mad Ave & Soho. We need (wait for it) a new Marketing model. First, we must (argh) "rebalance" our economy. Media Agencies must seek out (key words) "a new generation" of shiny new media strengths, a second-wave advertising renaissance. What, then, are these strengths? Our talent (runs the argument) for (key word) "innovation"; an "IT" (key word) generation; the potential of our existing (key word) "creative" agencies and (key words) "high added-value" marketing activity; and our (key words) "genius for invention". Vital to all this will be (key words) "skills", "training" and "education". We should remind ourselves, too, of that inestimable resource available to our economy: English as a (key words) "world language". And it will all be just so much hot air. What is it, precisely, that we do so much better than any other country, althought I must admit that all the trade magazines say at one time or another that " American & British Advertising is the best in the world". Whatever that means! This recession is not a failure of market economics. It is a reassertion of market economics after a decade in which we paid ourselves more than we were producing, and funded it precariously and temporarily, together with a total lack of accountability so that it took a while for the market to rumble. Now a prosperity that always baffled ordinary citizens has collapsed. The collapse of confidence is not irrational; it's the correction to a long run of irrational confidence. All that stuff about the emerging Asian giants wasn't just phrasemaking for party conference speeches. It was true. We're falling behind. We face a mountain of debt: the difference between the life we are able to sustain and the life we were enjoying. Marketing people, having misled the customers for so long must now explain a reduction in their standard of living. The great task facing the next generation of Top-Down Management is to help the country to recognise and embrace its fate: that we should get poorer, and slip with as good a grace as possible into the world's second league. Yes, there is a rebalancing required: a rebalancing of popular expectation. "Television killed advertising" here I detail just how much more effective interactive communication is when compared to conventional advertising and details the results of a research investment in excess of 5 m. Having invested over $10 million in independent research, Paul Ashby is ideally suited to present the case for the widespread use of interactive marketing communication. The research investment has proved conclusively that one exposure to an interactive "event" is far more effective in all key measurements, than traditional advertising. Paul made this investment because has established that Interactive Communication, properly executed, can be totally accountable, unlike all forms of advertising! You can contact Paul at: paul.ashby@yahoo.com Discover more on http://interactivetelevisionorinteractivetv.blogspot.com Permalink         Comments (0)

Archives: November 2009 M T W T F S S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30           « Oct     Previous Posts: Marketings' Heart of Darkness Finally Marketing & Advertising have mastered the Moonwalk - They Are Still Trying To Kick Life Back Into the Old One. From Man Marketing to Mad Marketing! Marketing...floundering Around In the Shallows! What on Earth are they teaching these days at our Business Schools? This Marketing Crisis Is An Opportunity To Call Advertising To Account. The Broadcast Ad Model Is Broken. Now What? All Posts by Paul Ashby Related Posts: What Are You Giving Away? Attract Clients by Going for the Right Market Social Media for Marketers: Why Waste Your Time? The Bold Strategies in Marketing Brochures Three Basic Marketing Tips Failing Businesses Don't Know All That You Can Do With Promotional Merchandise Which Promotional Items Will Work The Best Getting Business Sales Numbers Higher

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