John Cass (PR Communications) doesn’t think so.
But I think it is. Not that it’s going to go away. Or that it should…(I really love advertising film festivals). But I think they may become more art than sales “tool.”
Why? Because I think the best advertising a product or service can have is when someone I know says they’ve used “it” and it was good. I’m more likely to buy or use whatever’s been recommended to me by someone (even if that “someone” isn’t someone I know personally…it could be a blogger for instance who seems to have no real stake in selling anything, but just has an opinion).
So is advertising dead? No. There’s just a better way to get real information. (For ideas…check out my last post.)
3 responses so far ↓
John Cass // July 5, 2007 at 12:58 pm |
I think we must be on nearly the same page on the issue of the effectiveness of advertising. Traditional advertising is not as effective as it once was. But every marketing effort should be measured for its effectiveness and return on investment. Yet I have seen that advertising can pay for itself, its really just about finding the right mix of spend to make sure you get a good ROI. The idea of sponsorship makes a lot of sense to me, and also giving your customers something as a thank you for purchasing from you.
Sandra // July 11, 2007 at 12:36 am |
John…I’d be intersted in how you see the role employees will increasingly play in a company’s advertising strategy.
John Cass // July 13, 2007 at 3:59 am |
Well on one level I’d say that everyone in a company is a marketing representative, you represent a company’s brand by keeping a company’s promise. But sustaining brand is different from advertising. To me advertising is the process of paying for promotion in another publication or website. I think companies can certainly involve their employees in advertising by featuring them. But I don’t see anything new when it comes to using employees for an advertising strategy. I do see that more and more companies will enlist their employees in running successful social media strategies however.