Make Marketing History

The views of a marketing deviant.

Tuesday, August 05, 2008

Garbage In. Garbage Out.


A New York Times article that compiled a number of recent advertising stunts also cited one of the most mind-boggling tactical rationales I've ever read.

"The fact that the core idea is quite subtle in nature means the campaign appeals to the target audience in a non-conventional way."

No, I didn't buy it either. But to be sure, I sought the expurgated opinion of a Singapore-based expert Robert Campbell - a man who knows a lot about bad advertising. His response nailed it as usual.

So it appeals because it's not an ad? Genius. When will they learn the youth aren't upset by ads - they're the most ad and communication literate generation in the World - they just hate when they're lied/patronised to.

Advertising/promotion is just one of the Ps and if you can't justify it in terms that you would use to justify any of the other Ps, then it seems to me that you should be rethinking whether it's justifiable at all.

12 Comments:

Blogger Cynical Rob said...

You think I don't see the subtle slur in your description of me?

I'd say Andy paid you to say that except by you implying I am a magnet for shite ads means he's the bloody sperm and there's no way he would let you get away with that.

I used to think you were a marketing genius, but you're better than that, you're a marketing and political genius!

2:12 AM, August 05, 2008  
Blogger Cynical Rob said...

And given I have most of the Singaporean community and their press after me for my 'Air Force' joke, I don't think calling me a Singaporean expert is going to do you much good either.

2:13 AM, August 05, 2008  
Blogger john dodds said...

It's not about doing me good, it's about doing good for the world and the marketing masses.

2:18 AM, August 05, 2008  
Blogger Cynical Rob said...

Marketing For Good?

Can't wait to see your online Live Aid extravaganza to make the World better in an instant.

Sod genius, you are the Marketing god!

2:22 AM, August 05, 2008  
Blogger n to the h said...

I think you could even get away with lying to a target audience, if you did it with such style that they could help but laugh:

"Barnum's American Museum was so popular that people would spend the entire day there. This cut into profits, as the museum would be too full to squeeze another person in. In classic Barnum style, old P.T. put up signs that said "This Way to the Egress." Many customers followed the signs, not realizing that Egress was a fancy word for "Exit." They kept on looking for this strange new attraction, the "Egress". Many patrons followed the signs right out the door! Once they had exited the building, the door would lock behind them, and if they wanted to get back in, they had to pay another admission charge! "

A little evil never hurt any one ;)

But most of these people can't even dupe their customers with style...

Nowaydays it seems like with generational wealth, the first generation to get money was hungry sharp and knew how to sell it, every generation after the first just seems to be good at pissing away the hard earned money and rep of the old skool folks..

5:34 AM, August 05, 2008  
Blogger Cynical Rob said...

It's all about intent 'N-to-the-H' ...

And what you are suggesting sounds more like mischief than lying. The rule seems to be that if someone ends up looking/feeling like a fool, they're not going to like it, however funny the other party was in duping you.

8:29 AM, August 05, 2008  
Blogger n to the h said...

' N to the H' ..is that a sublte slur?

perhaps the word choice of duping was wrong, but the point I was trying to make is the total lack of showmaship in the often absence of any sunstance...

just boring and useless most ads, to me any ways..

intent nowadays seems to be please the boss and save your ass. not you though ;)

9:45 AM, August 05, 2008  
Blogger john dodds said...

Never lie. You'll get found out. That's a good place for marketers to start and the stimulus for this post. You wouldn't suggest a mainstream product was unconventional, so why do they say that about the advertising. It may well be unconvnetional or inventive, but frankly who cares, it's what the viewers take away fronm it that counts, but then lots of advertisers and their advertising lackeys forget about the customer these days. They call it subtlety, but we all know it isn't.

1:00 PM, August 05, 2008  
Blogger Cynical Rob said...

Didn't I say this was the most ad and communication savvy generation in history ... rather than the World?

Just checking because otherwise I'm making as much sense as the guys you're criticising in your post.

And N-to-the-H ... I'm with you on making ads interesting, exciting, engagng and memorable ... but I don't think lying is the way to do it ... or the only way to do it.Besides, comms are more highly regulated than the media these days ... though the popularity of The Sun "newspaper" does prove your point somewhat :)

Your comment about the current interpretation of the word "intent" is sadly true - but obviously I didn't mean it that way, honest ... you can believe me, I'm in advertising, ha.

4:57 PM, August 05, 2008  
Blogger Rob Mortimer said...

Absolutely.
You cannot lie anymore, it is impossible to hide it for very long.

But this generation like good ads, so thats what we need to make!

1:51 AM, August 07, 2008  
Blogger john dodds said...

No Rob, you didnt say history - I cut and pasted directly from you email - but we know that makes more sense.

1:44 PM, August 07, 2008  
Blogger Cynical Rob said...

Well aren't I the tit.

But we knew that as well!

5:48 PM, August 08, 2008  

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