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Perhaps The Cult Of Celebrity Has Badly Affected The World Of Advertising As Well!
Notoriety by association, or even fleeting fame, would seem much more appealing than hard work!
The reason some young people are getting into advertising these days is not to sell their customers’ products, God forbid! Sale? Ugh, how terribly common!
Young people these days don’t see advertising as a way to sell, they see it as an opportunity to get their hands on a good show reel and hopefully get associated with huge media coverage.
However, the link between hard work and fame is difficult for these people to understand – and any publicity suffers.
Strong words indeed, but we still don’t get the whiff of vital change… oh sure, we have the word “digital” and we also have Web 2.0
Despite this… still no change!
Let’s face it, we need to discuss the future of advertising to ensure its very survival.
And the future of advertising is inextricably linked, for now, to television broadcasting. And the problem with today’s television is that it’s populated by smart, educated, media-savvy people. And they know exactly how to push all the right mass-market buttons.
However, it is a known fact that these bright young people are out of control!
And the tabloids encourage such crazy antics, encouraging them to keep the trash — then continually providing massive coverage.
In the past, advertising attracted intelligent and well-educated people, because, among other things, it was very well paid. However, the financial markets have diverted these people from marketing/advertising by offering them huge salaries as well as huge, and I mean huge bonuses!
The similarity between television and advertising is remarkably similar in a huge and vitally important area, neither of them knows what communication is! And it has done, and will continue to do, great damage to the cause of advertising.
So let’s take a look, once again, at the communication process.
People in advertising and the media, newspapers, magazines, television and radio affectionately call themselves “communicators” and say that they “are in communications”.
They are not… never were… they just prepare messages and then send them… they are certainly not communicators.
They totally ignore those delicious words of cognitive dissonance; selective exposure and selective perception. Wonderful words which, however, deeply affect the meaning of our message and we ignore them at our peril!
Yet it is the ego that chooses to ignore the word communication, the ego and that other overworked word ‘creativity’, hence the rush to hire the increasingly expensive latest creative genius who will sell all these wonderful goodies! Absolute rubbish!
It is certain that in our age of commercial clutter, creativity alone is no longer the answer, as if it ever was, to the commercial needs of marketers. Creative genius is not the only criterion of success or failure of the marketing campaign.
Our mind is conditioned by the past, not by the future. We therefore want to continue doing things as we have always done, even when the results become increasingly disappointing. But every once in a while, the underlying ground changes so drastically that much of what we thought we knew was so wrong that it becomes clear that we must forge new beliefs or fail.
These are such times in marketing. In today’s more subjective market, the behavioral inclinations of consumers as individuals must be the determining factor, not the exotic mathematics, although it will obviously continue to be an essential tool – but not the primary tool. .
Sergio Zyman, former marketing director of The Coca-Cola Company, had this to say about ‘The end of marketing as we know it’
“Simply put, the problem with marketing today is that over the past twenty or thirty years, marketers have increasingly fallen for the trappings of marketing. They’ve been seduced by glitz, celebrities, the award shows and flying off to do a “shoot” on a tropical island, and they forgot that their job is to sell stuff. As a result, they didn’t do a very good job of selling stuff, and they tried to hide their inability to deliver results in a black box labeled ‘Marketing is magic.’
So, to put it bluntly, we need the right interactive marketing communications execution, totally accountable, totally effective and very, very profitable!
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