Re: Task no 1. For business: Reinvent Advertising & Marketing!

Ad- Dick — Mon, 27 Apr 2009 08:06:34 GMT

It only raises the bar. A good creative, should recognise the best channel(s) and adapt.

Re: Task no 1. For business: Reinvent Advertising & Marketing!

Paul Ashby — Sat, 25 Apr 2009 08:33:02 GMT

Thanks for the response and you have raised a very interesting point. And this is the fact that, in my opinion,creativity will be the death of advertising agencies in the near future, the quest for creativity has led ad agencies up the wrong path. Again, in my opinion, creativity is NOT the criterian for the success, or otherwise, of an advertising campaign.

Again, in my opinion, a better understanding of the word "communication" would have served the advertising world far better! I can guarantee that armed with a better understanding of the process of communication you can, today, guarantee clients that you can halve their marketing budgets and be 50% more effective plus a whole lot more!

I feel that there is an air of desperation in the rush to Web 2.0, the fact is that "Old" Media could be made far more effective, with far less clutter and with total accountability. Unless agencies come to grips with the word "communication" advertising on the Social Media (or wherever) will become as discredited as commercial television is today!

Re: Task no 1. For business: Reinvent Advertising & Marketing!

Ad- Dick — Fri, 24 Apr 2009 09:51:52 GMT

Interesting points raised there Paul. I'm not too sure though that all ad agencies are so enamoured with social media. I just think its another dynamic marketing channel, along hundreds of others. At the end of the day we are in a CREATIVE industry, and being CREATIVE will determine where best to use marketing budgets. Crikey, if we cant market our own business objectives - we shouldnt be in the business. Creativity will be king, whether we're talking about creativity in ads, or creativity in the placement of ads.

Task no 1. For business: Reinvent Advertising & Marketing!

Paul Ashby — Mon, 20 Apr 2009 10:29:30 GMT

Hopefully lessons will been learnt from the financial crisis, do not try to rebuild business on the principle that Marketing & Advertising are always right!
The words "60% of all advertising, globally is wasted" were splashed yesterday across the marketing papers. This kind of unanimity in the trade press is not coincidental. And if the likes of Unilever persist in praising “Social Media” similar losses will still be shown in the years to come!
To have any hope of repairing the damage left behind by the highly dishonest and incompetent banks, big business must first convince the majority of the population that they are really capable of fixing the problems. Not only are we trapped in the worst recession in living memory. But behind all this lurks a horror even more shocking; the entire marketing/advertising-economic model of free enterprise, rugged individualism, creative advertising and marketing is broken beyond all hope of repair.
Marketing/Advertising on which the Western world built its seeming success seems to have completely broken down. How else can one describes a situation in which all of the country's main financial institutions and many of its biggest industrial companies are effectively bankrupt and on government life-support?
The crisis triggered by September's Credit Crisis appears to have discredited many of the assumptions on which our prosperity and democracy was founded. In 1989 the world, from China and Russia to South Africa, India and Brazil, concluded that there was no serious alternative to market forces as a means of organizing productive activity. In 2009 the whole world seems to have reached the opposite conclusion — that free markets and financial incentives together with marketing & advertising, lead even the richest and most sophisticated societies to disaster.
The question we must ask today is not whether Marketing & Advertising is too big or too small, but whether it works at all.
Undoubtedly the crisis could well be the cause of an idea whose time has come, for the new model of Marketing & Advertising that we must now invent. More generally, financial regulation and macroeconomic management will surely now recognize that naive theories about "efficient" advertising/ marketing and the highly dubious claim they spawned "advertising works" were a major cause of the entire financial disaster. It will still be capitalism, but Marketing/Advertising will not try to rebuild business on the principle that "marketing and advertising are always right".
Already it appears that the Advertising industry, ably supported by Marketing, is already placing their faith on so called “Social Media”. The Internet is NOT a medium conducive to effective, accountable, advertising.
This hysteria about Social Media again reflects the problems faced by Old Advertising & Old Media, a total lack of understanding as to the real meaning of the word “Communication”.
As to Unilever we have already offered Simon Clifts a free copy of our book “Television Killed Advertising” for there he will discover ways of saving a fortune in Marketing monies as well as to how he could advertising on the Internet and elsewhere most effectively! And by the way Simon the offer still stands!
Our TAG program with $10m of research behind it is the way forward, TAG creates a “Social Media for Business” where your customers willingly become the very center of your business with stunning ROI! Interested? Contact me on paul.ashby@yahoo.com

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Re: Task no 1. For business: Reinvent Advertising & Marketing!

Re: Task no 1. For business: Reinvent Advertising & Marketing!

Re: Task no 1. For business: Reinvent Advertising & Marketing!

Task no 1. For business: Reinvent Advertising & Marketing!