For all of the time, effort and investment put into developing a “great” advertisement, in general, its real effect is minimal. Ask any person to think of an outstanding commercial and most will have a hard time thinking of one. Worse, they may remember the ad but not the brand. When asked this question, some of my older friends start telling me about an ad they remember from when they were children many (many) moons ago. And it’s often with a nostalgic smile, of the youth-gone-by variety.
The recent global economic crisis has had a dramatic impact on the industry. As most advertisers know, economic trouble hits advertising companies particularly hard. It is often one of the main items on the list for CEOs to axe. The recent great recession was particularly devastating with revenues declining significantly for agencies big and small. Some are starting to see investment in advertising coming back, but we are a long way from reaching the numbers from before 2008. With economic conditions in the U.S. and the Euro zone flat and little sign of improvement in the horizon there is still no proverbial light at the end of the tunnel. Don't let advertisers tell you different, because they will certainly try.
And so, is the advertising industry doomed like printed newspapers and books? I doubt it. Unlike people in those industries, advertisers are the best salespeople around. That’s their job. I mean, these are the folks that convince tens of millions of Italians to drink bottled water when it has been scientifically proven that much of the tap water in the country is just as pure, if not more. And yet many still continue to choose San Benedetto, Borio, Levissima, Lilia and many other well-known brands over just plain, free water. Furthermore, most will try very hard to convince you that there are real health benefits like less sodium or another chemical that I’ve never heard of. When I hear this the first thing that comes to mind is WTF!
Here’s one recent ad that works quite well, I think, simply because of its protagonist. However, the script of the ad has obviously been written by an Italian and translated and so it sounds a little weird.
30/5/2011 10:00:07 pm
31/5/2011 02:11:37 am
Just like Cristina, So I have chosen the advertisement of Heineken. (same name, same advetising, INCREDIBLE!)
31/5/2011 02:50:15 am
My favourite ad is the one of the Smart Forfour..it’s not recent, but I remember it very clear!
31/5/2011 02:57:20 am
I love Wolkswagen Passat advertisement. The spot features a child with a Dark Fenner mask who tries to use supernatural powers in everything. He fails with all objects except to Wolkswagen Passat, obviously thanks to her father, who is providing it in secret.
31/5/2011 04:49:00 am
31/5/2011 05:01:27 am
In the last years my favourite advertisements are those of Renault, because they are ironic, irreverent, amusing and don't use the classic stereotypes....The purpose of advertising is to reach the consumers in order to originate the need of something, so it is important that the potential consumer remember it! In my opinion Renault's advertisement hit the target. Obviously some Parents Associations have censured these advertisements... I think that these institutions should criticize the (unreal!) happy families of "Mulino Bianco".
31/5/2011 05:09:23 am
....These are the links:
31/5/2011 06:09:57 pm
About the article essentially agree to acceptance of the mineral water.
31/5/2011 06:14:54 pm
I know that what I’m saying can seem impossible and ridiculous but I don’t look advertisement neither in TV or newspapers.
31/5/2011 07:49:25 pm
Normally I don’t watch TV but some days ago I saw an advertisement about Enel
31/5/2011 07:52:13 pm
Tiziana, but...do you use drugs?
8/6/2011 08:26:54 am
8/6/2011 07:54:53 pm
8/6/2011 09:17:38 pm
What can i say about adverting?
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