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| *Ostroff, Fair and Company>>>Other - Advertising & Marketing |
Why has advertising become so boring? |
Why has advertising become so boring? Excellent question. In short, blame the colleges that are churning out marketing executives who end up working on the client side of things. It used to be that there was a kind of mystique to advertising: a skill that only some could do well, in the same way that only some people can write great songs or tell a joke well. Now every Marketing grad thinks not only that they can do it, but that they know what works best. So instead of letting the really talented people at the agencies get on it with it, they end up putting themselves in the process, directing the ideas along and most often ruining them in the process. Don't even get me started on the reliance on Consumer Insight Focus Groups, those rooms full of ordinary folk who are given some sandwiches to snack on and asked to evaluate the ads before they go on the air. It's an unreal environment. We don't sit at home thinking: hmm, that typography could be different and I would like this ad more. Or, perhaps a dog in this commercial would make it more likeable. It's all contributed to ruining the good ideas that are out there! they've run out of ideas...............but not all are boring. they are not very creative anymore, are they? Makes watching TV and listening to the radio even more unbearable You have probably grown out of the market segment that most advertisers are targetting! Because we are bomb barded with it EVERYWHERE.. Especially on T.V. As if we were idiots!!!!!!! To put it simply: overexposure. The average nightly newscast is only about 20 minutes (and they're getting shorter). The other 10 minutes are filled with 30-second commercials and network promos for their latest shows. And with more prescription ads out there than ever before, spewing one side effect after another, it's no wonder we're getting tired of it all. The creative, funny TV spots are a little thin nowadays. Even the Super Bowl ads have lost their punch, and that's what many people tune in for to much disappointment the last couple of years. Not only are we seeing it on TV, but there are more radio ads, Web site banner ads with animation, pop-ups, ads on the sides of buildings, in buses, on buses, on the sidewalk, on your cell phone, product placements in movies and TV shows...I could go on. The sheer volume of advertising mediums is placing a strain on the ability to come up with unique creative concepts, I believe to some degree. There are a few gems that you see every now and then, but I think we're at a point where the overexposure has created ad fatigue. |
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