A new ad research messiah has appeared with claims that it answers all the most fundamental questions about advertising. (Meaning, mostly, that agencies are interpreting this research to tell them what they want to hear rather than the complex and uncomfortable things they hear through other research.) Today’s savior is neuroscience and the research that [...]
. . . → Read More: Neuroscience: The Hot New Advertising Research Myth
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By now, you probably know that Burger King is no longer the #2 fast food chain in the US. Wendy’s has jumped ahead and taken over the second spot. In truth, many factors play into a change like this – it’s never one thing. An excellent article from the Atlantic discusses the major role product [...] Recently, a Goldman Sachs executive departing the company authored a letter that was republished by the New York times. If you haven’t read it, it’s worth a serious read. (Link Here.) What surprised me most, though, about the letter is that it covers issues that could just as easily come from an advertising agency. The [...] The cacophony of new media now fully surrounds us. There is no longer an advertising free privacy. (Gosh I miss the good old days.) So we have to get used to complete lack of personal respect from advertisers. But even then there should be limits. Here’s how the fail goes… My USAir flight to Denver [...] So, how many more of these arguments for new media do we have to put up with? Remember when the airplane seatback was going to be the ultimate advertising? Or the gas pump? Or the subway? Or, social media? Or… Well, for years we’ve had to put up with the same drivel about mobile advertising. [...] Let’s define a new term: Creative Correctness. In other words, the tyrannical pressure from a specific view of artistic perfection that turns advertising from a powerful advantage into failure. Creative correctness is a disease. And it’s one the ad business needs to fight. Because forcing advertising to live up to any one group’s specific flavor [...] New media has found one more shiny new bauble – this time it’s online video. And we’re bombarded with exaggerated promises of a new marketing utopia. In truth, online video can bring tremendous power – but only if you approach it with your eyes open. I wasn’t entirely shocked to see that the Old Spice social media video campaign had won an Effie – a lot of people in the ad business seem to have decided this campaign was the grand epiphany of social media effectiveness. Except, I’d done some reading about the effectiveness of the campaign and found its [...] |
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Copyright © 2010 Doug Garnett - All Rights Reserved |
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