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Enough of tolerance. Now for some necessary action!

The critics of advertising are arming themselves with a list of unfair conditions within the advertising industry.  The first being the rampant clutter of commercial messages. Additionally there is the proliferation of Digital Consultants, On Line Consultants, Web Advisors, Media Teams, Communications Experts together with Tin Headed, Jargon Spouting New Media Experts. Plus the legion of Students pursuing pointless courses in woolly Media/Marketing/Advertising classes.

A change is taking place in the business world and a change in the advertising world must follow.To suit an altering climate Clients need a change of focus, of advertising and of marketing.The new marketing language should be about waste, maladministration, extravagance, incompetence and drift.The new idea should be the need in hard times for rigor, severity and unsentimentally.  The whole ethos surrounding the advertising industry must be of a ruthlessly businesslike instinct to cut the fat, strip waste, provide true accountability, sack the incompetent and, last but by no means least, finally understand the meaning of the word “communication”.The critics of advertising are arming themselves with a list of unfair conditions within the advertising industry.  The first being the rampant clutter of commercial messages.Additionally there is the proliferation of Digital Consultants, On Line Consultants, Web Advisors, Media Teams, Communications Experts together with Tin Headed, Jargon Spouting New Media Experts.Plus the legion of Students pursuing pointless courses in woolly Media/Marketing/Advertising classes.Sadly at the moment there appears to be nobody within the industry with the courage to point out the ruinous waste of Marketing monies, and, to be sure, there are countless devastating examples available to do so!If Advertising is to survive it has to regenerate itself, and if they cannot develop different and more cost effective structures for delivering good, acceptable marketing messages then rushing headlong onto the Internet will not rescue them! As we said earlier…enough of tolerance.  So what can you do about the current situation?  Well you can always fire your advertising agency and use interactive communication! Like all else in the media world, advertising has changed dramatically since the huge growth in popularity of the Web.The power of retailers has multiplied, television has become the dominant selling medium for consumer goods, market research has become increasingly sophisticated, global brands have flourished, independent media specialists have become a major force, and yet…Advertising agencies are in the doldrums and that is because the services they provide, the way they should be paid and their relationships with their clients are all in jeopardy.There is much uncertainty, much debate, much nervousness, and no sign of any resolution to the problem.Certainly one of the things agency people have lost sight of is that advertising, like all marketing functions is done to make money! Likewise they have lost sight of the fact that the sole purpose of advertising is to get more people to buy more of your product, more often, for more money.That is the sole reason for you to spend one penny, cent or whatever.   If your advertising is not delivering consumers to the cash register with money in their hands to buy your product, the simple answer is fire your advertising agency!Of course you have to have distribution together with a sales force.   However in the end the important thing is if nobody wants to buy your product what do you do?However should you choose (which you should I hasten to add) to go the interactive marketing communications route then all your problems can be made to disappear and the future will start to look positive again…so go on…get rid of that inefficientArticle Submission, dishonest advertising agency of yours!

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ABOUT THE AUTHOR


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 his company, Effective .  Accountable . Communication is predicated on being totally accountable to its Clients. Discover more on http://interactivetelevisionorinteractivetv.blogspot.com



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