Tag Archives: advertising
Intentionally funny lawyer ad
We Were Never Born
WE WERE NEVER BORN from Dosnoventa on Vimeo.
I’m not a big fan of the 30 second commercial (I’m referring to TV spots here since I don’t remember the last time I heard a radio spot). I find most advertising mindless and insulting. Not all, but most. But I love it when a company finds a way to touch me that leaves me feeling good about myself (and the company/product).
The video above (4 minutes) –produced for Dosnoventa Bikes– includes “a haunting, Johnny-Cashlike voiceover by James Phillips and beautifully curated music by Pink Floyd and Cash himself.”
The Talking Window
Advertising loses in a mudslide
Media observer Bob Garfield on what we learned about advertising from the recent campaigns:
“Nothing that comes out of the mouth of a brand or any other institution has remotely the influence of what comes from the mouths of 7 billion bystanders freely trading opinions online.”
“What matters is what the public has to say about you — based on who the public believes you really are. … If people don’t like you, they are no longer eager to do business with you. And in a socially mediated world, not to mention a world of enforced transparency wherein your every move is searchable on Google in perpetuity, you can no longer advertise your way into their wallets, much less their hearts.”
“We are now and forevermore in the Relationship Era. What the GOP proved, and what all marketers must at long last internalize, is that you can’t advertise yourself out of a bad relationship.”
The End of Demographics
Reply
In small market radio we were thrilled to have research that told us how many men listened to our station compared to how many women. And, of course, the demos: 12+, 18-24, 35-54… I think I missed one but that’s not the point. From 8 or 10 “diaries” in a county we were supposed to extrapolate useful information for out programmers and advertisers. Uh huh.
This article illustrates how much things are changing.
“The rise of mass-produced consumer goods also brought the rise of mass-market advertising. In the 1950s and 1960s, the goal of television was to aggregate the most possible eyeballs for advertisers. In order to convince consumers that an advertising message was relevant to them, consumers had to buy the idea that they were just like everyone else. The year that someone was born will not tell you how likely he is to buy your product.”
“Threads of advertising-sponsored content”
“Advertising is becoming content, not message. Or, more specifically, the message is knit into the content. Under that scenario there is no 30-second spot per se, there are simply threads of advertising-sponsored content.
Creating “content that people choose to watch (and share)” (and listen to) is the job of every company that calls itself “media.” This goes to the heart of radio’s revenue model because it is clearly out of step with the direction of clients and their agencies.
This is why the structure of so much of radio is outdated. We have sellers who move spots and programmers who mix music. What we need amongst these are content creators who match consumers with clients in the presence of our brands by bringing compelling ideas to life.”
— Mark Ramsey Media
We just don’t know which half
“Every advertising should be measurable. You should be able to adjust it, right? Then you should be able to tune it, track it, track the right users, and target to the right people.” – Susan Wojcicki, Google Ad Chief (from In the Plex by Steven Levy)
Mel Karmazin calls this “fucking with the magic.” And sixty years ago, it was magic.
Direct Mail Spam
It bothers me –more than it should– that I can filter out most email spam but not the spam that hits my USPS mail box.
The envelope above contained a not-very-interesting offer from a local car dealer (Capitol Chrysler Jeep Dodge). I’m guessing the dealer knew it wasn’t very interesting because he designed the envelope to look like something official from the state DMV. He knew that if the recipient knew is was fr0m a car dealer, she would just toss it.
So, if the dealer is this dishonest in his marketing, why should I expect him to be any more trust-worthy in selling me a car?
“How to make trillions of dollars”
David Cain is (Raptitude) helping me (and many others) “get better at being human.” In this post he explains how television has been used by “very-high-level marketers” to create a nation of people who typically:
- work almost all the time
- absorb several hours of advertising every night, in their own homes
- are tired and unhealthy and vaguely dissatisfied with their lives
- respond to boredom, dissatisfaction, or anxiety only by buying and consuming things
- have disposable income but can’t find a more fulfilling line of work without losing their health insurance
- create health problems for themselves, which can be treated with drugs they can “ask their doctor about”
- own far more items than they use, and believe they don’t have enough
- are easily distracted from the unhealthy state of their lives and their culture by breaking news and celebrity gossip
- perpetually convince themselves it is not the right time to make major lifestyle changes
- happily buy stuff that breaks within a year, and which nobody knows how to fix
- have learned, through the media’s culture of blame-mongering, that the key to solving public and private issues is to find the right people to hate
Wow. Sound like anyone you know?
I’m trying to stop watching the evening network news. A tough habit to break. It’s been part of my life since… well, since the beginning of network news. Thanks to DVR technology I can skip all the adds to which Mr. Cain refers.
My friend (and one of the 5 smartest guys I know) Henry has eliminated “news” completely. Or so he says. I’m not sure how one does that. But if anyone can, it’s Henry. He makes a compelling case that knowing the news adds nothing to his life. He’s very well (selectively?) informed, so…
The excerpts above don’t tell you much about “how to make trillions of dollars” so I encourage you to read the full post if that’s something you’d like to do.