Unfair Competition in Advertising

Publicado: abril 28, 2010 en Comunicación, Publicidad
Etiquetas:, , , , , ,

The way the media do business with advertisers directly affects the role of advertising agencies. At least this is true in some cities in Mexico.

The goal of any mass media is: To inform, educate and entertain. That’s it. That’s why they’re made for.  They should take care of their contents, the proposed communication. But in Mexico, does not happen that way. Here the mass media, especially outside Mexico City, are dedicated to pursue the offering advertisers space in their facilities and adding as excellent plus, free advertising.

Where are the advertising agencies?

Many advertisers see this phenomenon as a great opportunity to save costs and not pay an advertising agency for the ads. The reality is that what they really do is put in the hands of strangers the fate of their brands.

Who writes the spots in the media? On many occasions the speakers, who have no idea what the requirements of the brand are.

What is your competition? Where your differentiators? What their target market? Who your target audience?

People in the media they only wants to sell spaces and fill them with whatever. If they treat the contents of their media this way, How will they deal with an advertiser’s brand?

Are bad enough content on television, radio and newspaper, to add yet cheap, poorly made advertising that usually leads to a bad name to agencies and advertisers.

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