The,Problem,with,Advertising,A marketing The Problem with Advertising Agencies
Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie
It isa shame that the Marketing Director of Kellogg s appears to beprotecting advertising agencies for this is a moment of fundamentalassessment of what advertising agencies should or should not do.Certainlyredefining advertising is the right thing to do however it is notgoing to be easy.Aftermore than fifty years of advertising, Advertising Agencies haveaccumulated yet another ill-designed feature, poorly co-ordinatedwith the rest.Advertisingshould emerge from any reassessment with a policy and design on clearprinciples. Does advertising continue to serve a public interest?Does advertising have a legitimate role at all? Could it be made moreefficient?Toretain consent for their advertising programmes agencies are going tohave to do more than create advertising, they are going to have to betotally accountable and show a complete understanding of the wordcommunication!Thetradition of advertising originated many years ago in a far lesscomplicated time than to-day with far less clutter but once thatbenign period passed they went on doing it. It had no purpose butthey persuaded themselves that it looked good. Human beings aregood at justifying their mistakes to themselves keeping them goingwhen they really shouldn't !Togetherwith the fact that confusion is good business because when consumersare confused Marketing experts, advertising gurus becomeindispensable, nowadays the only way to avoid marketing/advertisingis to block your ears.Thefood industry is a classic example of the need to ignore whateverthey say. So eating well comes down to choosing real food andavoiding industrial novelties; if it comes from a plant eat it, if itwas made in a plant don't despite what all the advertising maytell you! The fact of the matter is eating for good health is muchsimpler than the food industry would have you believe. Anddon't...don't eat food advertised on television!Thatis one of the reasons why the advertising industry needs to ensurethat advertising truthfully serves the public interests.Thenthere is the frustrating aspect of customer service!!Theworld would not end if we stopped all advertising, the capitalistsystem survival does not imply that the pre-crisis faith in thewisdom of financial markets and the efficiency of free enterprisewill again be like it was before the bankruptcy of Lehman Brothers. What then, will replace global marketing that crumbled in the autumnof 2008? The answer is interactive communication, but of a newkind.Themelt-down needs to be put into historical perspective. Certainlythe traumatic effects of 2007-09 have neither destroyed nordiminished the the fundamental human urges that have always poweredthe capitalist system, Advertising needs to be redirected to create anew version of advertising and marketing that ultimately will be moresuccessful and productive than the one that is currently under suchsevere strain. After all advertising and marketing are not theperfect means of communicating with society. It is a very imperfectsystem but crucially one that is adaptive. Like a living species, itevolves in response to a changing environment. Once we recognise isnot an idealised and static set of institutions but an evolutionaryone that reinvents itself through a form of natural selection.
The,Problem,with,Advertising,A