Certainly Ted’s not alone in voicing this trend. Al and Laura Ries wrote a book named The Fall of Advertising & The Rise of PR in 2002. The great interest in “experiential marketing” has gained attention and greater slices of the marketing budget for many companies. And, of course there’s the Internet and the second generation of web marketing, i.e., Social Marketing 2.
Yes, there are nay-sayers galore, and I must admit to being one of them. I deplore advertising for creativity’s sake. I’d say fully a third of the commercials on TV are irrelevant and often incoherent.
The commercials I admire consistently, as a class, are [tag-tec]info-commercials[/tag-tec]. They are benefit oriented; demonstrate that benefit as well as other features and advantages; drive the point through repetition, provide incentives, guarantees and easy ordering, and then ask for the order – more than once.
I doubt they’ll go away. They are successful. People can relate and empathize. If they weren’t they wouldn’t be repeated.
I’m surprised more marketers haven’t at least tried direct sales through direct response TV advertising. Why not advertise, say, a collection of fresh herbs and spices utilizing the celebrity chefs from the Food Channel? How about NFL gear? Craftsman tools?
And of course the Internet presents various opportunities and techniques to practice direct response marketing.
Then there are the various magazines, particularly food oriented and health oriented publications. The ads here are usually helpful, with recipes and/or tips and coupons in profusion. As long as advertisers provide information to help people live better, those ads will be read and the products advertised will become favorites (as long as they’re decent products).
So perhaps it’s just the quirky and distasteful TV advertising most of us have learned to tuned out – while the advertisers get more desperate and ridiculous in attempting to grab our attention – that will finally wither and die.