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The Death of Advertising – An Obituary
It’s time – someone has to officially declare that the advertising industry is dead. Now the business is only interested in creating a brand communication strategy, it is not really interested in buying advertising. People are still creating ads, and advertising is still an important part of creating communication campaigns, just like movies and photography are an important part of creating most ads. But you can not describe advertising as a film industry. Describing a brand relationship as an advertisement is identical and insufficient.
This advertising man has been a major figure in popular culture for many years. From Samantha’s husband in the TV series ‘Bewitched’ to the character of Mel Gibson in the movie ‘What Women Want’, they have never been shown to be so satisfying. Advertisers are always quick to sell clothes. Great advertising campaigns can transform the wealth of a business, but the people who create and then sell them to wise and resilient customers are rarely shown to be intelligent and honest people. .
In real life, it’s a little different. The advertising industry seems to attract a certain type of smooth, smart, but ethical question of undergraduate students, it sucks the creative brain that one always feels can get a better job in the arts. In connection with the latter, many have pursued a high-profile career in literature (Salman Rushdie, for example). Many of the most respected filmmakers have started creating commercials (e.g. Ridley Scott, Alan Parker and Nick Roeg). They are the ‘innovators’ who create and create real advertising campaigns. Those who manage customers – sell them ideas and collect commissions – are often known as ‘suites’. Many of them have become respected business leaders, not only for their knowledge of advertising, for example David Ogilvy or Jeremy Bullmore, but also for their ability to run large companies, for example Sir Martin. Sorrell, who bought both Ogilvy and Bullmore agents, plus more. To create WPP, the Footsie50 company. In the 1970s and 1980s, one of the largest brands in advertising, and the one who came to define ‘advertiser’ in the UK and around the world, was the Saatchi brothers. Now one sits in the House of Lords and the other becomes a world-renowned sponsor of the arts (modern art, as it happens, some consider the typical oxymoron of surface advertising men).
It may be said that advertising has really reached the cache of ‘finance’ or even God forbid ‘marketing’ in the world of business, but it has gained a certain level of respect and is being referred to. As an industry. “I work in the advertising industry” is a socially acceptable thing to say. “I am an advertising man” makes you sit not only at the best restaurants in town, but even the occasional meeting room table. But no more. “I work in the media and communications industry” is more interesting, and ‘ad guy’ usually has the prefix “old fashioned”. The oldest and most senior advertising executives will still introduce themselves as ‘old fashioned advertisers’ because they are trying to remind you that they have valuable advertising skills and that 30-second TV commercials or memorable slogans are still valuable in the world. . And they do. But they are being incorporated and replaced by a larger, more contemporary and complex communications industry.
Effective business communication involves not only the brand but also the stakeholders. The choice of media is larger than the exponential (the Grand Canyon way is larger than the split on the road). Advertising is B to C (consumer-to-consumer advertising), while communication is a two-way conversation. At its best, advertising is ‘speak well’, at its worst it is exaggerated or a real distortion. Communication requires honesty and integrity. Advertising has grown in its glory on the USP (unique sales proposal); Communication may be at the heart of it as a ‘big idea’ but rely on ‘multiple touch points’ where the message is tailored to the audience and the occasion. Advertising and slogans have their place, but when it comes to brand communication strategy, it is just a limited space and not so high to the food chain.
If all else fails, get ideas from others. Calvin Klein lost ground to Paul Smith) at the end of the last century, then consider this – companies like WPP and Omnicom, which own most advertising agencies, call themselves “media and communications groups” and make money. Most of their revenue comes from marketing services outside of advertising. They talk about ‘effective business communication’, not ‘effective advertising’. Sir Martin Sorrell or John Wren do not describe themselves as “advertisers” the way Maurice or Charles Saatchi used to be.
The advertising industry is dead. We should not regret it and we should not try to write our death certificate. It can be argued that advertising men are always self-serving, so they deserve pity from someone. They can write some great advertisements so they can write their death certificate.
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