Calling all you old timers...

leftofcentre

I have been in the ad business for 6 years. My main gig is internet marketing, and to be honest response rates has dropped through the floor over the past few years.

I think there is a major problem with media overload these days, there is just too many brands in a very crowded marketplace - its very hard to stand out.

I am talking all media, not just online.

What do the people who have been in the ad business for a while think? Is it a harder sell these days? Are the punters getting wise to all our tricks?

I think its just a simple case of information overload, consumers just filter out most of the messages. Lets face it, who can blame them.

What do you folk think?

whiskeyman

leftofcentre wrote:

I think its just a simple case of information overload, consumers just filter out most of the messages. Lets face it, who can blame them.
?

Clutter.... it's always been an issue, and now it's just worse than ever.
The only thing to solve it is innovation and a high degree of creativity.
Smart ads still shine out from a lot of the crap thats out there

Why don't advertisers just tell it like it is? And no offence, get more creative young people in to come up with designs slogans etc.

whiskeyman

Papa Smut wrote:

Why don't advertisers just tell it like it is?

That wouldnt hold.
Imagine it with the 2 examples below:

Adidas.
Like it is: "These boots are nice n comfy and we're gonna charge you a bit coz David Beckham and his buddies dont come cheap you know!"

How they want you to think: "Buy these boats and play like Becks and Zidane... you too can be world class!"

Wicked alcoholic drink
Like it is: "A nice sweet drink with alcohol"

How they want you to think: "You'll be the centre of attention and always the jokester, and be able to pull the hottest women!"

leftofcentre

Yeah plain talking is just another strategy, consumers soon get bored then you go back to the shiny stuff.

Here is a contentious point, is it not the case these days that PR is more important than advertising?

Now I am speaking as an ad guy, I don't do PR, but I can see how a good PR strategy will give you more response for your money than an ad campaign.

whiskeyman

leftofcentre wrote:

Here is a contentious point, is it not the case these days that PR is more important than advertising?

Now I am speaking as an ad guy, I don't do PR, but I can see how a good PR strategy will give you more response for your money than an ad campaign.

It's better than advertising on certain points, but advertising beats PR on others.
It really depends what you want to achieve.
It's all about using both methods successfully tbh.

leftofcentre

whiskeyman wrote:

It's all about using both methods successfully tbh.

Thats true. I think if you can get a good mix between above the line, below the line and PR you are flying. Its strange there is not more full service agencies, as i think an integrated approach works well.