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Television killed advertising! Marketing Articles | April 26 Wholesale Josh Sweat Jersey , 2007

With larger markets came higher rewards and these higher rewards had to be protected. More bureaucracy, more hierarchy and more command and control meant the customer who looked you in the eye, was promptly escorted out of the building by security.


The product of mass marketing was the message, delivered in as many forms as there were media and in as many guises as there were marketers to invent them.


Delivered locally, shipped globally, repeated inescapably Wholesale Avonte Maddox Jersey , the business of marketing devoted itself to delivering the message. Unfortunately, what all these gurus of marketing did not realise and still do not today is that the customer never fully took delivery!



Ask any advertising person that you know if they have heard of, or read, The Cluetrain Manifesto and most of them will shake their heads with an emphatic no, which is a shame because within this book lies the clue to their demise.


Whilst the book is written with the Web in mind, most of what it has to say is true of the communication process itself.


So allow us to revisit the Cluetrain Manifesto and apply what they have to say about the world we live in now and the advertising and marketing world as we know it Wholesale Isaac Seumalo Jersey , setting aside the Web for the moment.


In the 20th century, the rise of mass communications media enhanced industry?s ability to address even larger markets with no loss of shoe leather and mass marketing truly came into its own.


With larger markets came higher rewards and these higher rewards had to be protected. More bureaucracy, more hierarchy and more command and control meant the customer who looked you in the eye, was promptly escorted out of the building by security.


The product of mass marketing was the message, delivered in as many forms as there were media and in as many guises as there were marketers to invent them.


Delivered locally, shipped globally Wholesale Mack Hollins Jersey , repeated inescapably, the business of marketing devoted itself to delivering the message. Unfortunately, what all these gurus of marketing did not realise and still do not today is that the customer never fully took delivery!


Why, because there is no demand for these advertising messages. Lets face it, consumers don?t want to hear from business.


The message that gets broadcast to you, me and the rest of the population has nothing to do with me in particular. Consequently Wholesale Rasul Douglas Jersey , it?s worse than noise.


It?s an interruption in my life and like most people, I would rather do without it thank you very much. Just leave me to watchlisten to my program without any facile interruptions.


And that is the awful truth about marketing and advertising. It broadcasts messages to people who simply don?t want to listen or see it.


Every advertisement, press release, publicity stunt and give-away designed by the Marketing Department, or Advertising Agency is coloured by the fact that all their hard work and planning is being presented to a public that doesn?t ask to hear or see it.


Recently the Sunday Times, in the UK Wholesale Alshon Jeffery Jersey , had this to say about advertising: "Things have changed a lot since you used to get 20 million people gathered around television sets to watch Coronation Street and one advertisement could reach them all.


Marketing budgets are being spent differently, and this means less money is being allotted for advertising. A couple of million pounds can buy you a few hours on television but marketers are realising that it can buy an awful lot more if it is spent elsewhere."Advertising agencies may be flatfooted in responding to the change, Advertisers cannot find what they need from the big agencies, which tend to be biased towards television advertising.


Small agencies are more flexible and open minded to these changes but the likes of WPP can be a bit slow to respond.Nestle, once one of the country's biggest advertisers has slashed the amount it spends on television advertising.


Andrew Harrison, its Marketing Director Wholesale Jordan Hicks Jersey , says "This is a start of a trend towards more rounded communications. And the big agencies like WPP need to look at offering more than just the traditional services...."


Despite all this rhetoric there is no evidence yet that advertising agencies, or the marketing departments of Clients understand the meaning of the word "communications."


And herein lies the real problem, the complete lack of understanding of what the communication process is all about.Sending a message by itself isn?t sufficient to create an act of communication; there needs to be a response to a message as well. To illustrate this point, think of a radio station broadcasting late at night without a single listener tuned in.


You don?t have to argue about trees falling in an empty forest to agree that no communication has occurred here. In the same way, when you have a speaker talking to one or more people who aren?t listening, there is no communication taking place.


For communication to take place Wholesale Nelson Agholor Jersey , you must have a message sender and a message receiver and the two sides must talk to each other to understand what the other is thinkingdoing.


Advertising occurs when a group becomes too large for all members to contribute. One aspect of advertising is an unequal amount of "speaking". Advertisers deliver their information to the mass audience, with limited opportunities, if any, for feedback.


The audience, therefore, is unable to talk back in a two-way conversation the way they might in a small group setting and as a result Wholesale Sidney Jones Jersey , do not feel involved, do not feel that the message has relevance to them as an individual.


Advertising views communication as something one person "does" to others. In this linear communication model, communication is li

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