OPINIONS: Is advertising dead ?, by Raj

30/5/2011

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.

15 Comments

Cristina

30/5/2011 10:00:07 pm

Hi!

About this argument, I chose a nice advertisement: Heineken's spot!and there are three reasons: the handsome guy, the nice song, but especially for the slogan "Open your World". In fact, as you can see, for every person who meets, the guy uses a different approach! So, I agree with the slogan, because we must open ourselves to the world, learn about differents cultures and always find the best way to communicate.

See the spot! :)
Bye, Bye.
Cry

Raj link

31/5/2011 02:07:35 am

Cristina, can you perhaps provide the youtube link of the spot? Thanks.

31/5/2011 02:11:37 am

Just like Cristina, So I have chosen the advertisement of Heineken. (same name, same advetising, INCREDIBLE!)
The first feature is the MUSIC : a nice song who once heard is imprinted in the mind!
In fact, the next few days I searched the text and who was the singer! I don’t know why but I think it’s a song that bring happy!
The second feature is that Heineken is my favourite beer!!! Everywhere I go, I choose to drink that!
Third feature is that Heineken will organize a concert in June with two of my favourite singers : Negramaro and Vasco Rossi!

Here are the link of spot and song “The Golden Age”.

http://www.youtube.com/watch?v=gVMhvpwlqJ0

http://www.youtube.com/watch?v=qiQj0o8BOYw

Have nice evening,
Bye bye

Cristina Naples

pink

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!
It’s strange because it isn’t about the advantages and features of that car, but it’s about a boy, who is singing a Robbie Williams’s song, trying to get some coins for the parking meter!
Nobody help him, except for Robbie Williams himself!!
It’s brilliant and Robbie Williams is amazing..I love him!
I think it's a good idea to 'use' famous singer to let the ad be recognizable!!

Bye

http://www.youtube.com/watch?v=mTcHj1HEE9s

Cold

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.
I think that this spot is fantastic, funny and suitable for families. It is simple but effective.
The association of famous "Star Wars" and the new Passat is a very good idea.

http://www.youtube.com/watch?v=R55e-uHQna0

Bye

Barbara

31/5/2011 04:49:00 am

I Raj,
I have chosen the advertisement of candy "Mentos". This advertisement is old but I like this because you can see three ways to do in a strange situation: the carreer man that run all day and he hasn't time for nobody, the worker that want help a girl in difficult and, the girl,the best, because she know that, with a smile, she have all world for her.

This is the spot of "Mentos":

http://www.youtube.com/watch?v=KUKT4RQQvhI

Laura

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:
http://www.youtube.com/watch?v=YbPYmR---Sg
http://www.youtube.com/watch?v=1n2B8n0cjsc
http://www.youtube.com/watch?v=ZBNaVt4ozB0

Max

31/5/2011 06:09:57 pm

About the article essentially agree to acceptance of the mineral water.
Seeing that remains inside the limestone filters the tap, I doubt a bit 'on checks...
With regard to advertising, I have chosen one that I saw on the free newspaper "METRO" of advertising a easyjet flight to Ibiza to € 39.
I think it was a lot of impact because there were only a few pictures of things to bring with you...a skirt, a shirt, the flip-flops, many condoms.For me it's the clear messagge about the product offered.
I also thought, enjoy yourself!

Tiziana

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.
When I watch advertisement on TV, I always change channel and I read newspaper very little and when there’s some advertisement I turn the page.
I know that this could seem strange.
Considering the above, I can not remember an advertisement that had a negative or positive impact on me…I trust that all the advertisements are negative, even if when I was young I was lost in wonder when watching telesales “Miracle Blade” and Chef Tony.
In this telesales Chef Tony cut everything, cans, wood, steel, food, etc, whit this knife. The knife, despite all that cuts, remained as new.
I was lost in wonder when Chef Tony cut. I saw this telesales a lot of times.
Sooner or later I will buy Miracle Blade.
http://www.youtube.com/watch?v=zU_47Ch6z5c

Fabiola

31/5/2011 07:49:25 pm

Normally I don’t watch TV but some days ago I saw an advertisement about Enel
This advertisement from all the time, describes the world and its wonderful things.
We can see the seas, the oceans, the geyser the entire world and the power of nature, trough the eyes of the ducks.
Energy who’s very beautiful so I searched it in internet.Another thing who I like about this advertisement is the song.
The song, from Enio Moricone, speaks about the love (…”your love shines in my heart”…) and with the images is very suggestive.
I think, if we have love, we love our world and we must do more to preserve world for the future people.

31/5/2011 07:52:13 pm

Tiziana, but...do you use drugs?
Maybe...

Tony

8/6/2011 08:26:54 am

Hi,
The advertising industry is one of the biggest forms of communication and marketing.The objective is to increase consumption of some products or services.Obviously many adverstisements have a negative impact on people especially children.In my case the adverstisment doesn't make any effect, for me the promotion had a significant impact, I buy many things even if they are not neccessary only because it cost less than normal price.

Walter

8/6/2011 07:54:53 pm

Hi Raj,
there's no doubt that the world in 2010 is defined by information. Whether it's new, opinions, interviews or advertising. It's information that provides the direction and structure to our lives. Print media, television, online, mobile and social media are all now vital components of any campaign.
But Print has all the properties of the ideal medium. It's available in both large and small numbers, it can be accessed easily, and it is engaging, versatile and creative. Research proves that advertising in print is twice as effective as on television for retailers.
People have certain reading rituals, so they will return to a publication a number of times to take in all the information it has, information that's both authoritative and reliable. Meanwhile, publications will often be read by more than one person in the same place.
With print, there's no need to upload information, so no waiting time or ploblems with network access.
Anyway, an effective marketing campaign works best when print is used with other media as one element of an integrated solution.

Good readings to everybody!
Walter

Roberta

8/6/2011 09:17:38 pm

What can i say about adverting?
I like several kind of advertising, the best is "BAULI" in the Christmans time, because you can feel the warmth of the family, but i don't ever buy the BAULI'S products.
My husband is like Tiziana he never watch at the advertising on TV.He says that the AD is only a comercial report and can influence negatively your product that you want to buy.

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OPINIONS: Is advertising dead ?, by Raj

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