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Home Page  Paul Ashby |
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Paul pioneered the use of interaction to the advertising and Marketing community some twenty-five years ago. He has produced interactive "Events" in Australia, USA, UK, Japan and Singapore. He produced the worlds first regularly scheduled interactive gameshow on Channel 7 in Manilla, Philippines.
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Back to the Future!Simply put …nothing. Advertising Agencies are still dancing on the head of a pin called a 30’ TV commercial. The really terrifying aspect of all this is that advertising agencies have come up with no new ideas as to how to combat clutter; or even customer mistrust and outright avoidance of traditional advertising. Today’s Tip: Don’t Buy Shares in Anything to Do With Advertising!Sad to say that no one is offering a devastating account of the way naïve advertising people, who, by the way, most certainly don’t understand the communication process, have managed to hoodwink Clients into parting with vast sums of money into dubious, unaccountable TV advertisements! Don’t Say You Weren’t Warned – You’re Wasting Your Money on the Web!In a poll conducted by Facebook, more than half of users between 13 and 49 said that they never trust the marketing material they receive and 46% went as far as to say Internet advertising was driving them 'insane'. The ubiquitous pop-up is a particular source of irritation – 90% of the 800 people surveyed voted them the least trustworthy source of Internet marketing. Stuck on an Uncertain Sea…without a Captain!Recently I watched that Peter Sellers classic movie “Being There”. Simple-minded Chance, who has never left his employers’ house, watches television obsessively. He has TV sets in every room, and with short attention span he flicks mindlessly from program to program, from drama to humor to tragedy to an ad. break. Enough of Tolerance. Now for Some Necessary Action!Additionally there is the proliferation of Digital Consultants, On Line Consultants, Web advisor's, 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. 'consumers Increasingly Do not Trust Marketing Messages.'You know, try as I may to say something positive about advertising these sort of studies are being issued forth on almost a daily basis and could well lead to the demise of advertising as we know it!
And so where can advertisers go to slap their obnoxious messages?
The Web? How to Avoid Getting Left Behind With the Dinosaurs.The story as I was told it goes that a newly married man sees his wife trimming off the last few inches of a large joint of meat before she
puts it in a baking tray for their Sunday lunch. Abandon Hope All Yea Who Enter Advertising Agencies!So yes, come on Mr. Client, please increase your budget with us this year and we promise to place less talented people onto your account….! The Seven Deadly Sins of Advertising.Is it because that, for financial reasons, you do not want to address the problem of clutter…because it is a huge and growing problem which contributes to the declining effectiveness of all advertising.
The poor old customer, or in advertising speak, Consumer, does not want to take delivery of even more messages, after all they do not appear to be taking much notice of the messages that exist already! Maybe…just Maybe…advertising Agencies Will Become a Reality ShowAt the risk of putting myself in a majority of one I agree with Professor Robert Shaw, Advertising is never cost effective. Perhaps we can now get on with developing superior methods of marketing communication?
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