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    Author Bio for Paul Ashby

Paul Ashby pioneered interactive communication to the advertising and marketing communities some twenty-five years ago. The communication issues he addresses have been neglected during the explosive grown of advertising in the 60s, 70s and 80s, these are Cognitive Dissonance, Selective Retention and Selective Exposure.

Would you like to discover the incredible results to be attained by using interactive communication? Well these are revealed for FREE at http://effectiveaccountablecommunication.blogspot.com or contact Paul directly on paul.ashby@yahoo.com

 While we in the West tries to shore up the ruins of Marketing, nobody appears to want to reshape it - Category: Business - Marketing and Advertising 11/12/2011
Summary: Nobody is presenting a vision, or even a credible thought, about how the crisis could produce a better tomorrow. The best that has been offered is a promise to clear up the mess created by previous corporations. Without a doubt the new forms of advertising and marketing that must emerge from the crisis must be very different from the systems that were so badly damaged in the early 1980 . . . more

 Lets Face it. There is no answer to the Advertising and Marketing Crisis! - Category: Business - Marketing and Advertising 11/7/2011
Summary: The L.A. Times called it... "...a stunning fall from grace." Pepsi-Cola and Diet Pepsi saw their U.S. sales volumes in 2010 fall sharply, by 4.8% and 5.2%, respectively... The U.S. soft drink market is about 74 billion dollars. Therefore a 5% drop in Pepsi market share (which is about 10%0 cost them well over $350 million on the Pepsi brand alone! The goal of advertising is to create a clear awareness of your company and its Unique Selling Proposition. . . . more

 Moral Legitimacy is Shifting away from Marketing. - Category: Business - Marketing and Advertising 10/22/2011
Summary: The rot began when we chose never to take heed of Professor Ehrenberg’s statements on advertising effectiveness! Because nothing has changed despite all the ballyhoo about Social Media, Facebook et al. Wherever ads appear, especially on Social Media, Ehrenberg’s resolute focus on the facts – what data actually tells us – led him to challenge many a marketing bandwagon such as ‘loyalty’ . . . more

 A chorus of Consternation tells Marketing’s Dithering Practitioners to do Something - Category: Business - Marketing and Advertising 10/13/2011
Summary: Several decades of non accountability has camouflaged severe structural flaws in Marketing. What is constantly missing though is a vision for advertising's future. There exists now an opportunity to reshape the landscape of Marketing and Advertising. But it requires boldness and courage! Competent brand advertising generally does not fail, but people’s exotic expectations of its outcome do. Advertising lacks consistently dynamic effects, once again because of competition. Only Shopper's Voice consistently persuades people to change what they feel and buy! . . . more

 It was the end of the world as we knew it-and the dawn of a new advertising. - Category: Business - Marketing and Advertising 7/14/2011
Summary: However we are in the middle of a tsunami, one of change, a change of underlying moods, we begin to see that the monolith of marketing is not omnipotent. In the past, like it or loath it, there seemed something awfully solid about marketing and advertising, lumbering, yes, unaccountable, most definitely, anti-democratic and most certainly brain dead, but a business fact, a windmill at which only the quixotic tilted. . . . more

 Brands - Category: Business - Marketing and Advertising 7/7/2011
Summary: Another problem facing Brands is the fact that marketers tend to overestimate the value of what they already have and have, as a result, become loss averse, this makes them overestimate the value of what they have and support the status quo together with stability! So marketers need to sharpen their act, check their egos, open their minds and embrace new ways of marketing communication – it will be well worthwhile. . . . more

 If you don't know, ask an advertising expert. Except that... - Category: Business - Marketing and Advertising 6/28/2011
Summary: High and dry, all we can do is rigorously identify the frontiers on which deference to expertise has to happen. After all we were ripped off big time with the old way of marketing and advertising, there was never any accountability and nobody knew a thing about communication! Then there is the fact that Marketing and advertising has no future if we perpetuate mediocrity . . . more

 Advertising – The Future. - Category: Business - Marketing and Advertising 5/27/2011
Summary: Additionally acquisitive interest has shifted from traditional to digital, buyers will pay top dollar only for technical platforms and intellectual property – ideas that make money overnight – which maybe the current positioning of Advertising & Marketing is the direct opposite of! - your value currently lies in fragile client relationships? . . . more

 Social Media – An epic tulipomania in the making! - Category: Business - Marketing and Advertising 4/7/2011
Summary: So who needs to manufacture when we can build ethereal connections and 'value' them at absurdly high prices, as that old computer saying goes “Garbage in, garbage out”. Add in that other well known saying “There's a sucker born every minute”, simply stir well and wait for the bubble to burst. . . . more

  Wake up & Grow up Marketing! - Category: Business - Marketing and Advertising 1/3/2011
Summary: Marketing and advertising are on the slide. When will these once great businesses confront reality and fight back? Because at the moment both Advertising and Marketing have become innovation-averse cultures! . . . more

 Advertising now has to start “Telling” and “Listening” - Category: Business - Marketing and Advertising 11/29/2010
Summary: For marketing and advertising to be truly effective, operators need to have customer information that enables interactive targeted and relevant communications. . . . more

 Yes, most definitely Advertising and Marketing is simply not fit for purpose! - Category: Business - Marketing and Advertising 11/16/2010
Summary: One can liken the current Advertising scene to an unstable Ponzi scheme. Advertising and Marketing departments promised higher benefits than were justified by the money being allocated to pay for them – as in the swindle known as a Ponzi scheme. The fact that advertising doesn't work makes all this expenditure unsustainable – right now! . . . more

 Is Advertising all about Fraud? - Category: Business - Marketing and Advertising 11/8/2010
Summary: We now accept unquestioningly the supposed reality of what advertising and marketing people routinely present as “fact”, despite the absence of any kind of evidence, of any kind, to support this “fact”! There appears to be a kind of collective denial that kicks in when any discussion on Marketing and advertising commences and you cannot really register the fact that there really is no supporting evidence to substantiate the outlandish claims made on behalf of advertising. . . . more

 Now Marketing/Advertising people are either trying to kill us or worry us to death! - Category: Business - Marketing and Advertising 6/30/2010
Summary: Now here's another little gem attesting to the superiority of the British Middle Management class, “Bank Staff ordered to push risky products and dismiss complaints”! Pressure to meet targets leads to poor customer service. It was revealed the other day that staff are encouraged to sell overpriced and inappropriate financial products, and the tactics used to dismiss legitimate customer complaints. If staff do not meet specific targets, they do not receive bonus payments and may face disciplinary action, the employee at Santander and a former employee of HSBC suggest. . . . more

 The Problem with Advertising Agencies - Category: Business - Marketing and Advertising 6/24/2010
Summary: Advertising should emerge from any reassessment with a policy and design on clear principles. Does advertising continue to serve a public interest? Does advertising have a legitimate role at all? Could it be made more efficient? To retain consent for their advertising programmes agencies are going to have to do more than create advertising, they are going to have to be totally accountable and show a complete understanding of the word “communication”! . . . more

 Our marketing world balances on a sea of mediocrity! - Category: Business - Marketing and Advertising 6/20/2010
Summary: Marketing and Advertising is a classic example of the term “the fallacy of managerial expertise”,an attempt by “experts” to blind us with science to justify their overpaid existence. The “experts” will tell us that the present advertising and marketing crisis are simply the result of abuses and excesses in a system that is basically sound. All that is required is for some faults to be corrected. Do not believe them! The reality is that the problem is systemic and a little tinkering here or there will achieve nothing in the long term. . . . more

 The Great Depression... - Category: Business - Marketing and Advertising 6/15/2010
Summary: But achieving nothing has not come cheap, total advertising expenditure in the UK passed £19 billion in 2006. At a time of public austerity, this looks like a clinching case for a thorough re-examination of the entire way we market to customers. . . . more

 O.K. So where do we go from here? - Category: Business - Marketing and Advertising 6/2/2010
Summary: So how do you create the right kind of difference, the smart, innovative strategies that lead to the sunlit uplands of success? The techniques used to generate difference by our contrarian champions can be summarised as follows: one, focus on the customer; two, use the ideas of Michael Porter (even if you don't read his books; and three, steal. . . . more

 The New Advertising! - Category: Business - Marketing and Advertising 5/17/2010
Summary: Senior management is increasingly on the outlook for marketeers who don't merely do things better but re-invent how they go about things. This is particularly true in the face of vastly changing consumer behaviour dynamics as evidenced by the explosion in Social Media. It's forcing a massive reinvention of ways to both interpret customer needs and to market more successfully. As interactive communication moves in to quietly replace old advertising, the old advertising is leaving us & Shoppers' Voice is arriving. . . . more

 When are we going to prick our bubble of denial? - Category: Business - Marketing and Advertising 5/7/2010
Summary: Marketing can baffle the most intelligent people, that is most understandable, for a start, making large marketing investments accountable is a very inexact science. They rely, to a unnerving degree on assumptions that may or may not be accurate. Trust, or the absence of it, deepens marketing’s lack of ability to reassure customers that what they are saying is honest and accurate. Marketing success and wealth creation is not given to corporations as of right. It must be earned! . . . more

 We squawk for change – but we don’t really mean it! - Category: Business - Marketing and Advertising 5/3/2010
Summary: One problem is compensation. Go back 10, 15 years ago and people knew how to pay a traditional Agency, but now it’s very hard. What do you pay to get someone to set up a Facebook page? Plus the fact that there are still a lot of questions within the corporate world about the power of advertising, then there’s impatience for efficiency and effectiveness with little or no compromise towards delivery either. There are higher expectations of accountability from Clients! . . . more

 Marketing & Advertising have drifted towards abstraction , waffle & theory. - Category: Business - Marketing and Advertising 4/23/2010
Summary: The trouble with Britain is that the whole of the entrepreneurial society is in the City, despite the fact that skill is what built this country but nowadays it is treated with contempt. Young people are seduced by media, marketing & leisure studies.. The main reason there is little health in advertising & marketing these days is because the pinnacles of achievement are seen to be smooth talking, celebrity, gimmicky marketing, formulaic admin together with a complete lack of understanding of the communication process. . . . more

 A chasm has opened up between Advertisers and Customers. - Category: Business - Marketing and Advertising 3/26/2010
Summary: This gulf is so full of disbelieved advertising and ignored blogs,sales promotion gimmicks,direct marketing and irrelevant banners/radio commercials. The cynicism about advertising is so pervasive that it embraces almost all marketing activity. Use a statistic? It's a lie. This cynicism extends to the media, all advertising is seen as fiction inside an untruth wrapped in piece of spin! . . . more

 Morality & Truth - The real victims of the Advertising Age! - Category: Business - Marketing and Advertising 2/24/2010
Summary: Such is the horrendous scale of the devastation wreaked by the greed and recklessness of the marketing departments of the financial sector (and others) that the very people at whom these expensive and unproven marketing programmes are aimed are the very people who will suffer the most in the coming years. Which only goes to prove just how uncaring these marketing people really are! Dishonest? Advertising people are trying to foist yet another unproven media upon unsuspecting Clients, The Internet, more research . . . more

 Marketing - The Bad Seed! - Category: Business - Marketing and Advertising 2/11/2010
Summary: So why do we have to change Marketing? Even now many deny the magnitude of the problems facing our economy, of which marketing supposedly plays a large role in the development. People are expecting a resumption of growth however the crisis has exposed not only flaws in the prevailing economic model but also flaws in our society. Too many people have taken advantage of others. Almost every day has bought forth stories of bad behaviour by those in the marketing sector. . . . more

 Sponsorship – The “Experts” who have stopped making sense! - Category: Business - Marketing and Advertising 1/8/2010
Summary: Now, in effect, the influence of sportsmen has been channelled towards one purpose and one purpose only: selling on behalf of the multinational corporations whose products they endorse. The logic of Global Capitalism?Marketing/Advertising et al, was hardly likely to be resisted in an arena that has become wedded to big money as modern sport. What appears to be certain is the fact that the alliance between sport and giant corporations is here to say. Despite the emerging evidence as to the little, if any, benefit on throwing huge sums of money to highly unreliable sports persons! . . . more

 Better Marketing Without Reform? - Forget it! - Category: Business - Marketing and Advertising 12/29/2009
Summary: At the same time reinforcing themselves by a stream of cheery models engaged in consumption and leisure, they shuttle from workstation to mall, increasingly insulated by a media consensus that leaves out the rest of the world. We have had a band of denial built around ourselves, thus this belief cost us the capacity to self-correct. . . . more

 Marketings' Heart of Darkness - Category: Business - Marketing and Advertising 11/15/2009
Summary: The orthodox advertising model takes no account of reality, hopefully the Financial Crisis should bring back some sanityOne of the few benign consequences of last year's financial crisis was the exposure of modern marketing as an emperor with no clothes. Now it is a fact that modern marketing/advertising has to be urgently reinvented . . . more

 Finally Marketing & Advertising have mastered the Moonwalk - slipping backward, but maintaining the illusion of progress. - Category: Business - Marketing and Advertising 7/13/2009
Summary: Both professions had their absolute heyday in the 1950s/1960s and both have spent the past 20 years or so trying to recapture that glory. Both businesses have spent Clients money like quadrillionaires and have led Clients together with TV, Newspapers and Magazines down a road of financial lunacy by thoroughly misleading us all, after all isn't the statement "advertising works" a totally misleading statement? Ultimately the two advertising people agreed, advertising & marketing has to change, however, and, . . . more

 2009: the year when the Marketing experts lost the plot - Category: Business - Marketing and Advertising 5/16/2009
Summary: Where have we seen marketing experts fail? Well, where do you want to start? How about in the world of high finance, where thousands of bankers and economists, in the public as well as private sec­tor, spectacularly failed to predict what in retro­spect looked like a catastrophe waiting to hap­pen? And a catastrophe, moreover, that owed nothing to bad luck or "an act of God", but was unwittingly wrought by Marketing financiers . . . more

 The current advertising market is in meltdown... - Category: Business - Marketing and Advertising 5/14/2009
Summary: The all-embracing concept of marketing has been lost on a lot of companies, resulting in a poisoning of the well, a deeply ingrained lack of trust that, now has become an enormous obstacle to overcome: Marketers have spammed, lied, deceived, cluttered and ripped us off for so long, we’re sick of it. . . . more

 They are still trying to kick life back into the old one. - Category: Business - Marketing and Advertising 5/7/2009
Summary: The coming nonsense is that when this recession is over, countries such as America & Britain should seek and find our salvation in (in what will become a buzz phrase of 2009-10) a "new Marketing model". . . . more

 From Man Marketing to Mad Marketing! - Category: Business - Marketing and Advertising 4/25/2009
Summary: By the Fifties it was almost mandatory in the US, if you wished to run a company get a master’s degree in business administration – an MBA preferably from Harvard Business School. Currently 1,800 students are beavering away, trying hard not to think too hard about the economic triumphs achieved by such notables as George W Bush and Rick Wagoner! . . . more

 Hmmm, now what have those Top-Down-Management types been up to recently? - Category: Business - Marketing and Advertising 4/10/2009
Summary: It is said that that truth is the first casualty of war and most certainly it is also true of Marketing and Advertising. Read the examples here to discover how deep mediocrity and dishonesty is embedded within the ranks of Top-down-Management. . . . more

 There's no new Marketing thinking to drive the economy - Category: Business - Marketing and Advertising 2/3/2009
Summary: Wrong. Actually we're just stuffed. Marketing & Advertising hit a tree. There is no replacement advertising model for us to drive off in. We must bash out the dents, clear the broken glass, remove the bumper from the front wheel, and limp on as best we can. We should accommodate ourselves to that prospect Instead, as our prosperity sinks, the Marketing gurus rhetoric will go skyward. "New challenges", "a new vision", "post-millennial economy", "thinking outside the box" ... "new technology" how wearisome this inspirational PowerPoint pap becomes. Already I can hear the so-called great and the good of the (failed) Marketing & Advertising community boasting of the next generation of marketing thrust. . . . more

 Task No 1 for Business: Reinvent Marketing & Advertising. - Category: Business - Marketing and Advertising 2/3/2009
Summary: Not only are we trapped in the worst recession in living memory. but behind all this lurks a horror even more shocking; the entire marketing/advertising-economic model of free enterprise, rugged individualism, creative advertising and marketing is broken beyond all hope of repair. Marketing/Advertising on which the Western world built its seeming success seems to have completly broken down. How else can.one describe a situation in which all of the country's main financial institutions and many of its biggest industrial companies are effectively bankrupt and on government life-support? . . . more

 Marketing...Floundering around in the shallows! - Category: Business - Marketing and Advertising 12/4/2008
Summary: More and more evidence emerges that Marketing flounders around seeking opportunities for their increasingly irrelevant advertisements. However and despite all these efforts broadcast TV ads are increasingly DVR-ed into irrelevance, advertisers are scrambling to find the most effective, form of media/advertising Weekend destination . . . more

 What on Earth are they teaching these days at our Business Schools? - Category: Business - Marketing and Advertising 12/4/2008
Summary: The reputations of the largest corporations in the world are being questioned more and more as a tsunami of evidence emerges as to the utter indifference of Top-down-Management to their customers needs and expectations. And the weasel words used by Marketing and Advertising agencies to justify spending (and thus wasting) more and more ineffectual advertising on new and old media are examples of creatively brilliant lying! . . . more

 The High price we pay for such a profligate business! - Category: Business - Marketing and Advertising 12/4/2008
Summary: Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships. Public Relations does not relate to the public. Companies are deeply afraid of their markets. . . . more

 This marketing crisis is an opportunity to call advertising to account. - Category: Business - Marketing and Advertising 11/16/2008
Summary: We live in a schizophrenic world and we will be held accountable for our sins. The reasons why the writing on the wall was ignored has to do with the denying of inconvenient truths and also because nobody really felt responsible or capable of action. . . . more

 The Broadcast Ad Model Is Broken. Now What? - Category: Business - Marketing and Advertising 11/1/2008
Summary: The real problem is a total lack of understanding as to what communication really is plus the fact that the entire marketing community is still confounded by ROI and accountability. We are all searching for answers and coming up with solutions. The answer has been available to them for years...the sad fact is that they have chosen to ignore it whilst they pursued creativity. You cannot then expect the consciousness that created the problem to then solve it! . . . more

 Game Playing and Marketing Games Offer you a Unique Way to Entertain -- and sell at the same time! - Category: Business - Marketing and Advertising 6/24/2008
Summary: Games remain one of the biggest untapped opportunities for marketers, for the simple fact that they are, indeed, engaging interactive and entertaining. Well-conceived games require users' active attention and enable them to drive the story line as they experience a world that can be entirely of a brand's making. Games represent a unique opportunity for brands to be the entertainment rather than just sponsor it. . . . more

 The poor old Clients have nothing at the moment! - Category: Business - Marketing and Advertising 6/18/2008
Summary: Few advertisers harbor doubts as to the desirability of accountability. Andrew Jung, Kellogg's senior director for advertising probably spoke for the majority of his peers when he told a recent conference: "Without change I don't know how long television can be sustainable [for advertising]." . . . more

 As More Power Shifts to Consumers the need grows for 'Renaissance Marketers' - Category: Business - Marketing and Advertising 6/14/2008
Summary: However there is considerable uncertainty about how to staff, design, manage and measure the success of such programs. For too long, marketing functions have been vertically organized by media type. This approach is mirrored on the agency side, with rewards based on discipline-specific P&L models. These must be torn down. . . . more

 How to avoid ruining your marketing strategy! - Category: Business - Marketing and Advertising 6/11/2008
Summary: Why this shift from the creative and artistic towards a more scientific approach to the marketing function? Simply put to become more accountable, that which passes for accountability in the current marketing environment is, to say the least, highly unsatisfactory. . . . more

 No more retreat. We must admit to advertising’s failure! - Category: Business - Marketing and Advertising 6/4/2008
Summary: Our unwillingness to admit to the huge failings of advertising are reflected in our business institutions suffering from a loss of nerve to admit that advertising has become a total travesty, and amount to a national moral funk. We have let advertising standards fall in almost everything and especially in understanding the true meaning of the word communication. . . . more

 Why anybody pays good money to advertise on it… - Category: Business - Marketing and Advertising 5/21/2008
Summary: Advertising will also be seen to be deceptive and dishonest, so a business that is unaccountable becomes yet just another waste of money by association…recent research indicated that customers felt that advertising was deceitful and dishonest, add advertising to television and what have you got? Yet the Advertising Industry appears to be doing nothing about this shameful state of affairs at all. . . . more

 Our Media is terribly exposed to the inefficiencies of the advertising industry! - Category: Business - Marketing and Advertising 5/10/2008
Summary: The nagging dichotomy between advertising form, function and price on traditional TV and on the Internet is in the process of rendering a new hybrid standard to extend across all media platforms. . . . more

 The “new” media is causing more problems than it is worth! - Category: Business - Marketing and Advertising 5/2/2008
Summary: And yet just listen to this ringing endorsement of mobile ‘phone advertising by one of the industries rising stars: “….We're about to launch the results of a major usage and attitude survey into mobile media in the UK and one tidbit I can share with you is that 'regular' users of mobile media spend less time reading newspapers. If these heavy users are a harbinger of the masses then we'll all be 'heads down' looking at 2x2 screens on the way to work; if this happens then advertisers will scramble to buy space on it….” It is terrifying to read such nonsense and to think that more and more advertisers will be persuaded to waste yet more of their marketing dollars on such a trivial medium! . . . more

 It’s time we woke up to the fact that Sir Martin Sorrell does... - Category: Business - Marketing and Advertising 5/2/2008
Summary: Now the accountant is turning to Hollywood at a time when people are beginning to wake up to the fact that one way passive advertising is no longer working. Therefore the Accountant is turning to passive one-way product placement! The Accountant, not understanding the process of communications, (he epitomizes Top-Down-Management) ignores interpersonal communication, together with the need for accountability. . . . more

 Go for an arresting Claim… - Category: Business - Marketing and Advertising 4/17/2008
Summary: Remember the Wizard of Oz? When the great curtains of the Emerald City were finally pulled back, Dorothy and her friends found…nothing. Just a small anxious figure who had until then been able to project a big confident illusion. Well, advertising people have been hiding a dreadful secret, they have nothing to hide, nothing to propose, and, worse still, nothing to support their bombastic illusions! . . . more

 Where can advertising go next? - Category: Business - Marketing and Advertising 4/6/2008
Summary: There is now an extraordinary reduction in interaction because conventional advertising and marketing have become a one-way practice whereby information is disseminated in a passive form. . . . more

 Back to the Future! - Category: Business - Marketing and Advertising 4/6/2008
Summary: Simply put …nothing. Advertising Agencies are still dancing on the head of a pin called a 30’ TV commercial. The really terrifying aspect of all this is that advertising agencies have come up with no new ideas as to how to combat clutter; or even customer mistrust and outright avoidance of traditional advertising. . . . more

 Today’s Tip: Don’t buy shares in anything to do with Advertising! - Category: Business - Marketing and Advertising 3/31/2008
Summary: Sad to say that no one is offering a devastating account of the way naïve advertising people, who, by the way, most certainly don’t understand the communication process, have managed to hoodwink Clients into parting with vast sums of money into dubious, unaccountable TV advertisements! . . . more

 Don’t say you weren’t warned – you’re wasting your money on the Web! - Category: Business - Marketing and Advertising 3/31/2008
Summary: In a poll conducted by Facebook, more than half of users between 13 and 49 said that they never trust the marketing material they receive and 46% went as far as to say Internet advertising was driving them 'insane'. The ubiquitous pop-up is a particular source of irritation – 90% of the 800 people surveyed voted them the least trustworthy source of Internet marketing. . . . more

 Surely it is time we conducted a thorough examination… - Category: Business - Marketing and Advertising 3/29/2008
Summary: Today’s marketplace is different and all the old certainties are gone. To be effective in your communications it is sound advice to start with the premise that you know nothing about the people that you believe your product is aimed at. Advertising has become too parochial, too introspective, too convinced by its on hyperbole. Two or three thousand, what would be described as, creative people, dominates advertising. . . . more

 Stuck on an uncertain sea…without a Captain! - Category: Business - Marketing and Advertising 3/28/2008
Summary: Who knows what is happening? Perhaps nothing after all. Perhaps this will all blow over. But what unsettles me goes deeper than a sense of mystery about the future. At most junctures in history there arises the feeling of a lull before a possible storm. But what distinguishes this bout of soul searching is the passivity of the advertising movers and shakers and the idleness of advertising debate, as we wait. There is a sense of vacuum. . . . more

 'Consumers increasingly do not trust marketing messages.' - Category: Business - Marketing and Advertising 3/17/2008
Summary: It appears pretty conclusive to me that combining this information with banner blindness, that things don’t look good for online display advertising! Which, when you consider reality (not advertising reality I hasten to add!) is not all that surprising. We really must get on with developing relevant, engaging advertising, by that I mean not passive one-way advertising – but properly executed interactive advertising . . . more

 How to avoid getting left behind with the dinosaurs and cooking the Sunday roast - Category: Business - Marketing and Advertising 2/27/2008
Summary: So here's the thing, so often we do things just because we always have or worse, because other people always have. We don't stop to think about why we do things and ask ourselves if this is the best way. Often it used to be the best way but things have changed and we have never reviewed what we are doing. . . . more

 Abandon Hope all yea who enter Advertising Agencies! - Category: Business - Marketing and Advertising 2/24/2008
Summary: The writer went on to say “I arrived back in London to open a form letter from EDF energy announcing a hike in gas and electricity prices. It trills about “a range of innovative products” to save energy. It tells you the old prices. It is sub-headed: ‘We’re here for you.’” . . . more

 The Seven Deadly Sins of Advertising... - Category: Business - Marketing and Advertising 2/16/2008
Summary: It’s a given that all human knowledge is provisional but it is also incremental, the sum of what we know to day is far greater than thirty years ago – with, possibly, the sole exception of marketing/advertising. Nothing new has been added to the armoury of advertising…no debate is taking place as to where to go next! Perhaps that is because there is no place else to go! . . . more

 No one in Advertising appeared to notice... - Category: Business - Marketing and Advertising 1/31/2008
Summary: The division of labour that makes companies efficient – in so far as they are – is also a division of knowledge…so why keep a dog and bark yourself? And who really wants (or cares) to discover what communication really is? Frankly it shows us that organisations can’t always be run effectively, even when managed by highly intelligent people. So why should advertising people pretend that that is not also true of Advertising Agencies? . . . more

 Maybe – just maybe advertising will become a reality show... - Category: Business - Marketing and Advertising 1/24/2008
Summary: So now we can drop the 30 year old (and more) gossip (because that’s what it is…merely gossip) about “Advertising works” because it is a zero sum game. At the risk of putting myself in a majority of one I agree with Professor Robert Shaw, Advertising is never cost effective. Perhaps we can now get on with developing superior methods of marketing communication? . . . more

 Can you speak fluent gibberish? Then advertising is the job for you! - Category: Business - Marketing and Advertising 1/17/2008
Summary: Perhaps all this gibberish is designed to extract as much money as possible from the confused Clients before the Internet bandwagon becomes obsolete! The point is that, without the use of any gibberish, there has been a far superior form of marketing communication available for many many years, however those master of gibberish, the advertising agencies have chosen to ignore it. Current conventional mass media are weak conductors of knowledge and comprehension. This is because of a number of factors, however the main reason is; they are non-interactive communications vehicles, in other words ‘conversations’ cannot take place. . . . more

 Cigarettes & Advertising…ideal bedmates! - Category: Business - Marketing and Advertising 1/14/2008
Summary: Advertising refuses to learn from past failures and thus is destined to repeat them. Sad to say in other peoples impoverished countries! Thus wasting huge sums of money that could be put to far better use in these emerging economies! These emerging economies do not need the profligacy of advertising agencies and their unaccountable work, the monies saved could be put to far better use than advertising! . . . more

 Pass me the chequebook…I want to "burn" a few millions more! - Category: Business - Marketing and Advertising 12/17/2007
Summary: Examples of advertising incompetence are emerging almost daily, for example the Financial Services Authority reported "a sizeable minority of financial firms continue to mislead consumers online. Of 77 financial websites that it had investigated, 25% fell short of its standards for accuracy, fairness and clarity. A sizeable minority of financial firms continued to mislead consumers online" . . . more

 Consumers are bombarded with advertisements… - Category: Business - Marketing and Advertising 12/6/2007
Summary: Oddly enough Simon Clift, Unilever's chief marketing officer says that the Axe commercial should be taken with a pinch of salt, "it's a spoof that should be taken with a pinch of salt". Oh well… there is a classic example of Top-down-Management, "Just do as I say" and "don't bother me with your concerns"! . . . more

 Understanding why we need interactive communication - Category: Business - Marketing and Advertising 11/27/2007
Summary: Additionally we have created a media society during the past 40 or 50 years, where the whole communication process has been de-humanised and depersonalised. Together with an extraordinary reduction in interaction because conventional media together with advertising and marketing have become a one-way practice whereby information is disseminated in a passive form . . . more

 Advertisers leap…into what? - Category: Business - Marketing and Advertising 11/14/2007
Summary: Additionally one of the worlds leading "Communications" experts, Barry Diller, said of the $15 bn valuation of Facebook implied by Microsoft's $240 million minority investment in the site, "If its real money it's insane". "Let them sell another 99% for $14.8 bn and I'll believe it." . . . more

 Too much advertising makes you…? - Category: Business - Marketing and Advertising 11/13/2007
Summary: I just don't know whom to trust anymore. I have just discovered that every time I log onto "Facebook", my personal data, what I like or don't like, plus a whole lot more is going to be collected and sold to advertisers…I don't like it one bit. For me it is an erosion of the unspoken bond between business and the individual, well all I can say is hooray for good old fashioned advertising at least I could do something else when it came on. . . . more

 Marketing…it's all a question of trust! - Category: Business - Marketing and Advertising 11/8/2007
Summary: So how have we come to this state? Perhaps it all started as stores and communities grew larger and the personal bonds of trust and loyalty that used to be enjoyed by the local trader who knew his customers wants and needs, disappeared. . . . more

 We live in an age of alienation - Category: Business - Marketing and Advertising 11/1/2007
Summary: There is one industry that could have prevented all these scams…the advertising industry, however it has, so far, shown complete indifference to the problem whilst still funding the TV industry with television advertising, advertising that has no accountability behind it whatsoever! . . . more

 We live in a World with a deluge of choices...but do we really? - Category: Business - Marketing and Advertising 10/29/2007
Summary: But could this be simply more marketing mythology? In actual fact Ford offered more choices than Starbucks ever did. In the mid 1950s the options available to the purchaser of a Chevy Bel Air four door sedan were infinite. . . . more

 We live in highly wasteful times! - Category: Business - Marketing and Advertising 8/15/2007
Summary: And yes, we have all met advertising people who were touchingly sincere and believed in what they were doing…despite the lack of accountability! However the fact remains that most advertising people have minds so devoid of realism that they are still prepared to believe the mantra "advertising works!" . . . more

 "Lies, Scams & threats – Banks are condemned"! - Category: Business - Marketing and Advertising 8/2/2007
Summary: Not all the advertising in the world can help the banks regain the trust and good will that has evaporated from this little fiasco! I guarantee that no advertising agency will recommend that the Banks should pull their advertising off TV until this little fiasco dies away. . . . more

 Was it all a dream? - Category: Business - Marketing and Advertising 7/23/2007
Summary: Yes it is a fact, or should be at least, that the big wigs of advertising and television have been seriously rattled by a series of deceits occurring recently, not only faking the outcome of several competitions but persuading a child to lie, in public. One of the problems facing TV, and not only . . . more

 Truth, in the end, is nothing more than an advertising commodity! - Category: Business - Marketing and Advertising 7/18/2007
Summary: The revelations are galling for Channel 4. It was rebuked for attempting to cover up a racist incident. Another incident resulted in it being fined £150,000 for encouraging viewers to call a premium rate phone number after a contest winner had been chosen. The food show is the latest blow to the creditability of the television industry. And that is on top of the BBC's very embarrassing recent gaffe over the Queen! . . . more

 Perhaps the cult of celebrity has badly affected the world of advertising as well! - Category: Business - Marketing and Advertising 7/13/2007
Summary: Fame by association, or even transient celebrity would appear to be far more attractive than hard work! The reason some of the young people enter advertising these days is not to sell their Clients products, heaven forbid! Selling? Ugh, how awfully common! . . . more

 Advertising and moral illiteracy and the Apple/iPhone launch! - Category: Business - Marketing and Advertising 7/2/2007
Summary: This from, Marc Gobě of marketing expert Desgrippes Gobě, New York. He said "Apple was capable of generating this sort of hype because it had succeeded in turning its products into 'celebrities'. Apple had largely achieved this by offering beautiful and innovative products rather than spending huge sums on advertising, advertising is dead, design is the new advertising." . . . more

 Once upon a time… - Category: Business - Marketing and Advertising 6/30/2007
Summary: Nowadays no aspect of advertising is as badly served as advertising itself. Where to day are the advertising voices that ring out as intelligent, passionate, current, and, more importantly, critical of current advertising practices? . . . more

 You have huge amounts of data…so why are you starved of knowledge? - Category: Business - Marketing and Advertising 6/19/2007
Summary: We are becoming more and more divided by technology. Your customers' dread interactive voice-response, the on-hold music that doubles the annoyance of queuing, the codes and passwords, are all barriers to effective communication. . . . more

 The rising blizzard of meaningless information! - Category: Business - Marketing and Advertising 6/17/2007
Summary: The irony is that attempts to beat clutter end up yielding more of it! We must all bear in mind that, "…at the end of the day, the ability of the average consumer to even remember advertising twenty-four hours later is at the lowest level in the history of advertising", according to the US Advertising Research Foundation . . . more

 Fools rush in where angles fear to tread! - Category: Business - Marketing and Advertising 6/14/2007
Summary: But the real worrying thing is the intrusiveness of Web 2.0 Remember every time you make a search on Google or Yahoo they clock your area of interest. Surreptitiously! And then build up a profile of you – and the more information they have about us they can sell for a nice profit to advertisers and marketers. Maybe, just maybe, the Internet will, finally, lead to the collapse of the entire edifice of global commerce, at the very moment it is boasting about the biggest media mergers, the biggest advertising budgets. . . . more

 Advertising Agencies & The Internet – The Contrast Principal! - Category: Business - Marketing and Advertising 6/9/2007
Summary: There is nothing more dangerous in Advertising than their ability to think delusional. My working experience with advertising figures suggested that they had repeated the optimistic lines about their performance so often that they themselves actually believed them! And nothing in advertising is more dangerous than delusion . . . more

 The question isn't:"Are there alternatives to advertising/marketing". - Category: Business - Marketing and Advertising 6/7/2007
Summary: I am sorry to keep hammering on about the failure of advertising but it is pointless to tackle a pile of excrement by spraying gold paint on it, or getting consultants and spin doctors to dance around it waving dodgy statistics, we need to get a shovel, a bucket of water and tackle the basics and return to interactive marketing communication…the sooner the better! . . . more

 We put up with terrible, inappropriate, unaccountable advertising. Why? - Category: Business - Marketing and Advertising 6/2/2007
Summary: The question isn't "Are there alternatives to advertising/marketing". It's "Why do people fail to even consider them?" Web 2.0 appears to have been going along for some time, with the irrational exuberance of Web 1.0 – and it is interesting to note the absence of challenge. . . . more

 Then they said "Build a better mousetrap…", and they still didn't come! - Category: Business - Marketing and Advertising 5/17/2007
Summary: A better, far, far, better mousetrap was built over twenty-five years ago but the advertising agencies were not prepared to take delivery. Why? Simply put they were not concerned with solving their Clients problems they simply wanted to maximise their profits! . . . more

 There are lies, dam lies and statistics! - Category: Business - Marketing and Advertising 5/11/2007
Summary: Because just one word does justice to that little claim – preposterous! Please tell me what little hat did he find to pull that little gem from. Perhaps he should liase with his US counterpart a little more frequently, for Bob Liodice ANA President and CEO recently had this to say on the subject of accountability: "…there is much work to be done to accomplish total accountability…" Moray then went on to say that "IPA member agencies in this country may be better trained and more professional"…at what may I ask? Perhaps he means that they are better trained and more professional at dreaming up such nonsensical statistics (here I ask you to take notice that I did use the word "statistics") as the one he mentions above! . . . more

 Perhaps we have over complicated our marketing programmes? - Category: Business - Marketing and Advertising 5/6/2007
Summary: And you don't have to change a thing…you can continue your current advertising, with the additional advantage of positively developing it as a result of the feedback you generate, making it even more effective. So, ten times more effective, without changing anything. Don't you think that that's an opportunity to good to be missed? . . . more

 The attraction of interactive communication is that it is a return... - Category: Business - Marketing and Advertising 5/6/2007
Summary: Unlike the lockstep conformity imposed by television, advertising, and corporate propaganda, interactive communication gives new legitimacy – and free rein – to play. People long for more connection between what we do for a living and what we genuinely care about. We long for release from anonymity, to be seen as who we feel ourselves to be rather than the sum of abstract metrics and parameters. . . . more

 I laughed when I sat down and read the headline "Labour continues to turn away from ads as…" - Category: Business - Marketing and Advertising 5/3/2007
Summary: It would appear that both main parties now recognise the fact that all advertising is a complete and utter waste of money. Would somebody please share this knowledge with Moray MacLennan, IPA President who, judging by his inaugural speech, still believes that advertising works…More on that later as it is a subject worthy of an article on its own! . . . more

 What's your definition of chutzpah? Because mine is the headline "Sorrell Gives Grade Two Years"! - Category: Business - Marketing and Advertising 4/29/2007
Summary: If I were a shareholder in these Top-Down –Management businesses I would be very worried about my investment in these two industries, the evidence? Well both these businesses depend upon the goodwill of the viewer/customer and the evidence is emerging that they are NOT watching the advertising break and they are drifting away from offerings of terrestrial TV. . . . more

 An AdMan – Poacher turned Gamekeeper? – Not in a million years! - Category: Business - Marketing and Advertising 4/27/2007
Summary: But there you go again, the Poacher has struck yet again, setting up the excuses they will be using to justify the total lack of accountability in Adland! The only accountability we are aware of is "50% of my advertising is wasted but I don't know which 50%". – Except that we figure that it is more like 90% wasted! . . . more

 Have you heard the one about Google taking over Double Click? - Category: Business - Marketing and Advertising 4/24/2007
Summary: In Marketing Management, Philip Kotler had this to say, "To remain effective and profitable, marketers must strike the delicate balance between the ineffectiveness of trying to be all things to all people through mass marketing, and the cost prohibitive extreme of completely customising a marketing mix to each individual". Doesn't this logic admit that mass marketing is a thing of the past? . . . more

 Do you mean to say that after all these years there is still no advertising accountability? - Category: Business - Marketing and Advertising 4/20/2007
Summary: However the threat of TV commercial ratings must send a chill of despair through AdLand. Already questions are being raised about the effectiveness of commercials, however a bigger threat is emerging, best summed up in that lovely little word…Clutter! . . . more

 There are more people online than ever…but please remember this… - Category: Business - Marketing and Advertising 4/14/2007
Summary: Instead of Advertising-as-Usual Advertising Agencies should be encouraging their Clients to indulge themselves with Interactive Marketing Communication…because Interactive Communication is a powerful technique much better suited to effective communication than Top-Down demographic slicing so typical of broadcast media. Interactive Communication would enable companies to stop marketing completely – by that I mean in the sense of marketing to and marketing at because it would repersonalise the communication process connecting people (but most certainly not Top-Down-Management) to each other. . . . more

 You're a Client? Then be afraid – very afraid! - Category: Business - Marketing and Advertising 4/14/2007
Summary: And there is another, far more disturbing element which appears to be getting buried so that nobody really acknowledges that it exists. However your customers are becoming more and more savvy about life and, as a result are becoming more and more disenchanted with the whole ethos of advertising and marketing! Every day employees and their managers plunder huge amounts of money from the owners of public companies. And, it would seem, nobody gives a dam! . . . more

 Does Advertising work? Of course advertising works… - Category: Business - Marketing and Advertising 4/14/2007
Summary: Advertising works because advertising agencies pay scant attention (if any) to the actual process of communication, and concentrate heavily on creativity and media buying. Advertising works because the days are numbered for TV ads dominance…but they don't know what to replace it with! Advertising works because the correct model of communication is totally ignored by the advertising industry whilst they cling onto the reach frequency model beloved by the advertising industry but which has no relevance to the actual process of communication. . . . more

 Is advertising dead?…I don’t think so - Category: Business - Marketing and Advertising 4/14/2007
Summary: Obviously your customers will continue to buy chewing gum or socks, for example, as an impulse purchase however when it comes to high ticket consumer durables they will buy when they have properly processed the information they need, and that is when interactive communication will really come into its own. Because Interactive Communication, properly executed, will add tangible value for the reader/viewer/advertiser! . . . more

 Finally the truth that dare not speak its name is begining to emerge! - Category: Business - Marketing and Advertising 4/14/2007
Summary: However it is what was not said in the article that confirms the impression that most people in the industry(s) still do not understand what the process of communication is all about. To start with, advertising people tend to think of it as ‘message sending’, and thus spend hours and hours crafting a message, primarily a 30 second TV Commercial and then arranging for it to be transmitted. . . . more

 Advertising Luddites don’t despair. We really need you more than ever! - Category: Business - Marketing and Advertising 4/14/2007
Summary: All of the advertising you have been responsible for is a form of learning, whereby you have been asking people to change their behaviour after learning the benefits of the products or services you were promoting. However you, like all other advertising Luddites, chose to overlook the fact that your customer filtered out information, which they did not want to hear. This clearly alters the effectiveness of your advertising in quite a dramatic way. . . . more

 We’re off to see the Wizard, the Wonderful Wizard of ... - Category: Business - Marketing and Advertising 4/14/2007
Summary: Turf wars, egos and a lack of common systems and understanding means agencies will remain segregated. The only potential site of integration resides on the demand side with the client. It is up to clients to diagnose their problems, select and motivate these groups to work in a single strategic agenda. Unfortunately, clients with these skills, power and confidence to achieve this are thin on the ground. For now, integration will remain the Holy Grail of marketing. . . . more

 $70 billion or Euro 53.07 bn or £36.29 bn is spent in America alone annually on advertising time! - Category: Business - Marketing and Advertising 4/14/2007
Summary: The advertising industry is crushing itself under the weight of its own messaging, squeezing the effectiveness out of its product as consumers get more and more inured to the commercialisation of their culture and surroundings. "At the end of the day, the ability of the average consumer to even remember advertising 24 hours later is at the lowest level in the history of our business," said Bob Barocci, president-CEO of the Advertising Research Foundation. Hmmm – now which 50% shall we add this too? . . . more

 It's an absolute Disgrace…Advertising Agencies are getting away with Murder… - Category: Business - Marketing and Advertising 4/14/2007
Summary: Under the headline "The Money-waster That Marketing Ignores" AdAge had this to say about Clutter's drain on advertising effectiveness. "Clutter, the rising blizzard of commercial messages sweeping through TV shows and other traditional and non-traditional communications channels, has become a blinding, deafening force heavily cutting into the overall effectiveness of advertising.. . . . more