The present model of advertising was developed in the Sixties when the choice of products was less diversified and it was easier for people to classify into categories like income, sex , and class. It was simpler for marketers to reach individuals and bombard them with advertisements.
Today’s market is new and the old assumptions are no more. In order to be successful with your marketing, it’s recommended to begin with the idea that you have nothing about the customers you believe your product or service is targeted at.
The advertising industry has evolved into being too narrow and personal, attracted by its hyperbole.
A couple of thousand, which could be described as creative people, dominate advertising. But a significant shift is in the works and advertising, which was once regarded as the most powerful marketing weapon – specifically the once powerful commercials on TV, are today seen as lazy and becoming increasingly unproductive.
Therefore, the power of the creative is waning. Why is this an advantage for customers as well as their customers? Because, in many cases these creatives have been the ‘battles on the bump of progress’.
It’s amazing to look at the numerous excellent marketing concepts that have been in the market, but the creators of these ideas eventually decided to stop selling advertising agencies since the only thing they wanted from advertising agencies was to bring their clients onto television.
It was suggested that it may not be the best medium was completely left out.
Our experience was not unusual; we created the most powerful, efficient and accountable marketing communication program we have ever seen.
When we first started our business , we were introduced Alvin Toffler who, when being informed of the work we were doing , stated “Persevere but remember vested interests will be against you”.
Was he always right?
We were certain that the solution we had in mind would be more efficient and would give our clients the exact communication program they required, so we took out three and a half million dollars from venture capitalists.
Our pitch to clients was captivating and had not previously been heard: “you pay nothing to join the program. You agree to accept the conclusions of a rigorous purchase study that will conduct by an independent Market Research Corporation of America.
Based on these findings do you want to give us a fifteen percent cent commission on increments in sales you’ve made.”
The clients laughed They had never received such an offer from one agency they had worked with. “Where do we sign?”
Nineteen million units of Shopper’s Voice. Because it was a mail delivery, we could establish Test and Control cells as neighbors, we could measure the changes in behavior and purchases among those who had received the program Test and those who had not received it – Control.
It is evident that Control had to be exposed all other activities that the brands featured were in. MRCA have been quoted as sayingthat “It was the (then) most precise purchase study ever carried out by us.”
For a better understanding It is important to note that no advertisement had ever seen such a large level of accountability enshrined in it in the first instance and still isn’t.
To cut the story short When we presented the sales growth figures at Colgate Palmolive, we said that the figures suggested a cost that was seven hundred eighty-thousand dollars, based on the accepted MRCA formulae. The entire time, Colgate could ask us after they handed us the 메이저놀이터 “Could we redefine the rules of this game please?”
The number was derived because of the data gathered from a two-page interactive spread within the Shopper’s Voice Magazine. In our eyes, interactive is the point at which the process of communication evolved into two-way and not dependent on any gadgets or electronic devices! The audience was in the very first instance ever in an advertisement, offered the opportunity to engage in the branding process and become involved in the communication process.
Colgate did not have the same result despite their billions of dollars spent in traditional advertising. They suggested we contact an advertising company.
In hindsight, it’s amusing to think of the numerous various excuses they gave to not use us, and then they shut down the notion. In those days, if the agency did not say no and the client was not happy, they agreed with their decision.
Why did they take in the portcullis? You can make your own decisions, but we believe there was a nagging concern that this was an idea that was superior and cost-effective than what they were capable of executing. It was beyond their control. And, God may be, could have them accountable for their contributions!