Posts etiquetados ‘Advertising’

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.

Anuncios

At first glance look somewhat similar, but there is nothing further from reality. The first is a sales tool that is governed by supply, demand and market strategies, communication and creative. The second is a subjective expression of some feature of reality and is governed by aesthetics.

The first seeks to generate expectations for the consumer to bring to its products and services that ideally lead to a sale, the second is 100% contemplative, is to recreate the senses and transmit the particular viewpoint of an artist, be it a painter, sculptor, filmmaker, writer or musician on a specific topic or time in their life.

Why is it so difficult to understand for many copywriters?

I do not know. And I have been in this business over the past 16 years, and although I have often been tempted to choose the most creative idea even out of strategy, most of the time I stay with the one that will work, not the pretty.

This brings us to the issue of advertising creativity awards. Usually ads earn fared quite poorly in sales. “And yet they are rewarded? What is rewarded? Is it Creativity? Based on what?

I disagree with those contests and I think it’s a mistake to reward communication pieces that have nothing to do with the essence of advertising: Sell.

Suddenly the creative advertising agencies “exploit” those spaces in the media: Film, Radio, TV, Newspapers and Magazines, to make their own “short”, “best joke” or the joke of fashion. Never go by sales, for the ultimate benefit of the customer.

All those people point far, far away from the raison d’être of the advertising business.

Advertising creativity must be a balance between surprise and argument of sale should be concise, should be brief and powerful, but powerful enough to allow consumers approaching, not to be awed by the creativity and then forget the brand name, the one that made that announcement.

Out there are a very few number of copywriters who understand the ultimate goal of creativity in advertising and even fewer who can dominate and deliver results consistently.

The recent economic crisis has raised doubts about the global economic model and capitalism.

The same situation is causing a profound change in consumer habits worldwide. Consumers are changing their anxiety, fear and uncertainty and are turning into concrete actions.

For the first time in history, we are in control on how to acquire products and services and we are delinked from taking risks to advance.

Until just over two years, the savings did not exist in the world, nobody thought about it because consumer habits were based on credit. Based on debt.

Today we are all indebted but now consumers are taking their share of responsibility and are acting.

These days we know it’s better to use the debit card than credit. Only spend what we have and we are much more cautious to invest or acquire credit.

Historically, periods of greater savings in the world are the wars. When there is war there is nothing to buy. This global economic crisis is making people spend more time studying, preparing to continue studies, reading, surfing the Internet than watching television instead of shopping.

And at the time of purchase, consumers look for different things:

• Quality.

• Price

• Durability

• Post-sale support

Today it is more common for people to control the urge to buy, limiting their impulse and taking the time to better target their investment.

The status of power was based on many things, the size of cars, houses, and watches. Today, that model seems to be inappropriate, even frowned upon. That same position of status is in the people who have achieved liquidity, which is able to handle a crisis or an unexpected event, not wearing a Rolex on your wrist.

According to John Gerzema, Chief Insight Officer of Young & Rubicam, when investigating a brand, product or service, 72% of consumers rely on a Social Network contact via the web and only 15% in the advertising of that specific brand.

What is the role of brands then?

Growing its presence in social networks, build intangible values in their products and consciousness in consumer habits of its customers. But not only in the speech: “We are a socially responsible company,” also and above all, in actions. They have to walk their talks.

The brands should be supported with activities that cultivate social networks.

They must become organizers and leaders of their own groups, their tribes, in the words of Seth Godin.

This is now a day, the outlook for the economy, advertising and social networks in the present and perhaps for the foreseeable future.

The eternal battle between perception and reality is fundamental to understand the value of things not seen or touched. The intangible.
The advertising business creates intangible assets, gives a quality to things that had none before, change the perception of reality for consumers.
You can add a symbolic value to things without physically altering them, in fact, the world we live in now, ignore the physical characteristics of things and still consider them real.
We do business, talk to people, buy products and the vast majority of the time we do not know them physically. We maintain relationships with suppliers for years and never seen them. We charge and use money that never physically sees.
The physical is not necessary anymore for something to exist or have value.
In Canada, Shreddies cereal brand, which are squares of wheat with added vitamins and iron, totally changed the perception of its cereals offering a new view a slight angle, causing the pictures to look like diamonds and call them Shreddies Diamonds. Absolutely nothing changed in the product, but consumers’ perception of it. At least emotionally the cereal ceased to be square and turned into a diamond.

In Europe, around 1812 and 1813, Prussia went to war with France and the crown of Prussia asked the wealthiest families to donate their jewelry to finance the war. In exchange, they were given replicas of the same jewelry but made of cast iron. For the next 50 years, the jewels of the highest rank and value in Prussia were not made of gold or diamonds but cast iron and also carried the inscription: “Gold Gab Ich Für Eisen” “I gave gold for iron.”
The value of the jewels was emblematic, symbolic, not depend on its physical material, but its emotional value. Wearing these gems amounted to saying: “I come from a family who sacrificed for their country and made a great effort for it.”
Intangible value.
Today it is more important to recognize the value of what already exists, instead spending resources to create something totally new.

Since the saying goes: There is nothing new under the sun.
I would add: But there’s always a new angle to look at the same familiar things