Church of the Customer Blog
« One of these things is not like the other | Main | This is a test, this is only a test »
April 19, 2004
One of these things is not like the other
New findings are out fromYankelovich Partners on what the American public thinks about advertising:
* 65 percent said they "are constantly bombarded with too much" advertising
* 61 percent said the amount of advertising and marketing to which they are exposed "is out of control"
* 60 percent said their opinion of advertising "is much more negative than just a few years ago"
* 54 percent said they "avoid buying products that overwhelm them with advertising and marketing"
* 69 percent said they "are interested in products and services that would help them skip or block marketing"
Contrast that with a recent keynote address given by Ron Berger, chairman of the American Association of Advertising Agencies:
Advertising has more influence on our economy, and on our culture, than any other business. We're not just important, we're all important.
It's amazing, but we actually are as imporant as we always thought we were....
I can't think of any other occupation, with the possible exception of parent, that's as vital to the continued survival and proliferation of human dream chasing as advertising.
Other blogs that reference One of these things is not like the other:
» New Survey shows how much Americans HATE advertising from Radio Marketing Nexus
If you have to shove your radio station down a potential listener's throat, then is it possible there's a problem with the product? Radio is, after all, FREE. Church of the Customer: One of these things is not like the [Read More]
» Advertising: an agency and consumer disconnect? from Perception Analyzer
Church of the Customer posts interesting stats on what the American public thinks about advertising vs. what the chairman of the American Association of Advertising Agencies has to say. [Read More]
These findings do not surprise me at all. First the do-not-call list and next the Can-Spam Act. Currently being discussed is a do-not-mail list. Consumers are speaking out. We as marketers need to listen. Will giving consumers control similar to Tivo help change their attitudes towards marketing?
You are listening and turning right around and making certain that what consumers say isn't taken seriously in Washington. The D-N-C list was a major victory for consumers, yes, but the U-Can-Spam act was a disaster. Instead of allowing us to control our inbox it turned all control over to the marketers. Yeah! Great job congress!
Frankly, I'm not surprised with Mr. Berger's statements. The bottom feeders of the world have always had a highly inflated opinion of their role in society.
If advertising was about empowering consumers to make an informed decision, well, we’d have something to talk about. However, in a world of 30 second spots and half-page ads, it’s impossible to send an intelligent message. So advertising resorts to standing on the street corner yelling “Hey, look at me! Use me and you’ll be cool, sexy, well-tanned, youthful, and have the stamina of a crazy rabbit.”
It’s irritating, annoying, and intrusive, and has to be to survive. I understand that. However, understand that if you annoy me you’re not likely to get my business. Don’t send me your catalog 20 times in the desperate hope that I’ll buy your cordless, high-tech, nose-hair bleacher. Just because I’m watching an X-Files rerun at 11pm doesn’t mean I want to call a party line. What, you’re having your 13th “Big, Huge, Spec-Wonder-Licious sale of the month?” Congratulations. Why not just lower your prices and save the advertising money.
Mr. Berger, here’s a short list of professions, in no particular order, that are far more important than Advertising Exec: Farmer, Peace Officer, Fireman, Doctor, Nurse, EMT, Teacher, Soldier, Spiritual Leader.
You are listening and turning right around and making certain that what consumers say isn't taken seriously in Washington. The D-N-C list was a major victory for consumers, yes, but the U-Can-Spam act was a disaster. Instead of allowing us to control our inbox it turned all control over to the marketers. Yeah! Great job congress!
Frankly, I'm not surprised with Mr. Berger's statements. The bottom feeders of the world have always had a highly inflated opinion of their role in society.
If advertising was about empowering consumers to make an informed decision, well, we’d have something to talk about. However, in a world of 30 second spots and half-page ads, it’s impossible to send an intelligent message. So advertising resorts to standing on the street corner yelling “Hey, look at me! Use me and you’ll be cool, sexy, well-tanned, youthful, and have the stamina of a crazy rabbit.”
It’s irritating, annoying, and intrusive, and has to be to survive. I understand that. However, understand that if you annoy me you’re not likely to get my business. Don’t send me your catalog 20 times in the desperate hope that I’ll buy your cordless, high-tech, nose-hair bleacher. Just because I’m watching an X-Files rerun at 11pm doesn’t mean I want to call a party line. What, you’re having your 13th “Big, Huge, Spec-Wonder-Licious sale of the month?” Congratulations. Why not just lower your prices and save the advertising money.
Mr. Berger, here’s a short list of professions, in no particular order, that are far more important than Advertising Exec: Farmer, Peace Officer, Fireman, Doctor, Nurse, EMT, Teacher, Soldier, Spiritual Leader.
What I found amazing in this “Advertising Agency Alley Rally” speech by Ron Berger is that the only time he references advertising’s accountability to a client’s sales is when he talks about how the power pendulum has swung and that clients are now viewed as having the upper hand in the agency/client relationship.
******************
EXCERPT:
"Eighty percent said clients are now more powerful in agencies than management. Moreover, management is seen as all too often taking the side of clients against their own employees.
There is a sense that pressure to prove ROI during the long downturn has altered the nature of
client-agency relationships, reducing what once was a partnership to a commodity buyer-and-vendor relationship.
Whether this represents a temporary dip or permanent new reality is anyone’s guess."
******************
The ultimate measurement of advertising’s ROI is not how advertising influences our culture or our economy.
The ultimate measurement is whether or not advertising positively influences the sales of their client’s products or services. Ron’s speech was bereft of the ultimate accountability of advertising – SALES.
Later on in his speech, Ron issued a challenge to his agency allies by saying, “It’s also time we find some new industry heroes for kids to emulate.”
I beg to differ with Ron. We don’t need advertising heroes to emulate. We need advertising that drives sales.
******************
Ron’s take on the importance of nurturing young talent resonates strongly with me. In his speech he eloquently said,
"What is our advertising industry doing that keeps these talented individuals from joining us?
One obvious answer is that too many of our agencies aren’t hiring at all, or if they are, are hiring experience, the people they think are the proven performers. They are reluctant to play teacher, to hire and nurture talent over time."
I'm amazed by Berger's remarks, though I guess I shouldn't be.
Advertising types frequently live in a different world from the rest of us, a world where the distinction between fantasy and reality has become horribly blurred.
