Revealed – Why you Should Fire

Author: Paul Ashby

| Posted: 28-02-2007 | Comments: 0 | Views: 30 | Rating: (50)

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your advertising agency and use interactive communication!

Like all else in the media world, advertising has changed dramatically since the huge growth in popularity of the Web.

The power of retailers has multiplied, television has become the dominant selling medium for consumer goods, market research has become increasingly sophisticated, global brands have flourished, independent media specialists have become a major force, and yet…

Advertising agencies are in the doldrums that is because the services they provide, the way they should be paid and their relationships with their clients are all in jeopardy.

There is much uncertainty, much debate, much nervousness, and no sign of any resolution to the problem.

Certainly one of the things agency people have lost sight of is that advertising, like all marketing functions is done to make money!

Likewise they have lost sight of the fact that the sole purpose of advertising is to get more people to buy more of your product, more often, for more money.

That is the sole reason for you to spend one penny, cent or whatever. If your advertising is not delivering consumers to the cash register with money in their hands to buy your product, the simple answer is fire your advertising agency!

Of course you have to have distribution together with a sales force. However in the end the important thing is if nobody wants to buy your product what do you do?

It is your advertising, supposedly that positions your product, it defines expectations and does so in a way that you can over deliver and delight your customers into coming back for more.

However it is worth bearing in mind that there are huge swathes of advertising where the retailer versus manufacturer battle is irrelevant, or barely so.

Like for example, automobile advertising. Financial advertising. Utilities advertising. Entertainment advertising. Government, charity and travel advertising. And last but by no means least, Political advertising!

Once you understand that there is a direct relationship between marketing and getting customers to buy your product you will see that it is not optional. It is, in fact, your most essential activity. Everything else that your company does needs to be designed and implemented with marketing in mind.

And if marketing is not the very essence of your business, you’re doomed. Your sales are not going to grow, and your profits are not going to grow. You are going to lose market share. And your competitor, who does understand marketing, is going to blow you out of the water!
Fortunately for you there are now available interactive programmes that will substantially help you achieve all your marketing requirements…and more!, Interestingly enough they are not new, however advertising agencies chose to ignore them in the 60s;70s and 80s!

A basic pre-condition for providing interactive communication is that your company (the information provider) should know the precise information needs of the customer(s). With interaction you can keep a permanent and detailed record of customers requirements.

Also please remember that permanent analysis and adequate reporting of the customer information gained is crucial. Indications that customer wishes and expectations are changing or that there are mistakes in products and processes serve as early warning signals concerning societal demands.

Communication research shows that interaction raises a communication’s learning effectiveness.
The one problem facing interactive advertising is the fact that it has become a cliché in recent years, without any very clear or consistent definition of what the word means or how it is supposed to work.

Properly executed it has none of the woolly theorising that lies behind the arguments about various forms of so-called interactive communication using direct marketing and electronic media (most of which involves at best the minimum of true interactivity).

It is also practical, down-to-earth, and uses a readily comprehensible and verified mechanism to expand the relevance and salience of advertising and other forms of marketing communications.

It can be applied to all major media and to various other forms of communication, including new media. There is no theoretical reason why it should not also be applied to packaging designs or product literature.

The basic elements of interactive communication are very simple, as all communication should be. The target audience – or any part of them – are provided with a Game, comprising a Quiz together with multiple choice answers.

This takes the reader/viewer through the detail of a commercial or advertisement and focuses their interest and attention on the product’s selling points. The questionnaire is (usually) presented as an exercise in getting the public’s opinions about the products. The effect is to combine the techniques of programmed learning and game playing to fix the advertising message in consumers’ minds.
The programme is very flexible and can be distributed by mail, door-to-door, as a handout in shopping malls, or as a newspaper or magazine insert. And, obviously on existing terrestrial television as well as the Web.

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Article Tags: Sales, Communication, Advertising, Buy, Customer, Purchase, Make Money, Media, Lost Sight, Consumer Goods, Marketing Functions, Fire Your Agency, Hugh Groth, The Web

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About the Author:

The Author pioneered interactive communication to the advertising and marketing communities some twenty-five years ago. The communication issues he addresses have been neglected during the explosive grown of advertising in the 60s, 70s and 80s, these are Cognitive Dissonance, Selective Retention and Selective Exposure.

Would you like to discover the incredible results to be attained by using interactive communication? Well these are revealed for FREE at http://effectiveaccountablecommunication.blogspot.com or contact Paul directly on paul.ashby@yahoo.com

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