Advertising Scenario . What to do and What not ?
It is said that the advertising industry has the poorest quality assurance system, and is also the most inconsistent product in the world. Out of all the commercials only half the commercials work in reality. Advertising testing could provide a reliable feedback loop and lead to much better advertising, but many obstacles stand in the way. The first great barrier to better advertising is self-delusion. Most of us believe, in our heart-of-hearts, that we know what good advertising is and that there is no need for any kind of independent, objective evaluation. Agencies and clients alike often think that they know how to create and judge good advertising. Besides, once agencies and clients start to fall in love with the new creative, they quickly lose interest in any objective evaluation. No need for advertising testing. Case closed.
Strangely, after 40 years of testing advertising we cannot tell by merely viewing a commercial whether it is any good. Sure, we have opinions, but they are almost always wrong. In our experience, advertising agencies and their clients are just as inept at judging advertising as we are. It seems that none of us is smart enough to see advertising through the eyes of the target audience.
The outcome of advertising that is sales is not the determinant of successful advertising. Companies have the budget, the patience, the accurate databases, and the technical knowledge necessary to succeed at marketing mix modeling. Marketing mix modeling does not help us evaluate the contribution of a single commercial but rather the cumulative effects of many different commercials over a long-period of time. Also, marketing mix modeling does not tell us why the advertising worked, or failed to work. Was it message, media weight or media mix that made the advertising effective.
A third barrier to better advertising is a pervasive tendency of many advertising agencies to delay, undermine and thwart efforts to objectively test their creative “babies.’’
The results can upset clients. The agency can lose control. Agencies can be quite creative in coming up with reasons to avoid copy testing.
Can't standardize the advertising campaign approach and evaluation methods too
Advertising message cannot be focused to meet individual customer's needs and wants
Non-affordability of cost factor for small and medium companies to use advertising
Inability to provide deep insights about a product or service
Narrowcasting is similar to broadcasting in the way it is viewed. Unlike a TV broadcast that is distributed everywhere and anywhere, a narrowcast system is viewed just by the people that happen to be walking past the screen. And like broadcasting, there is no way of telling if these audiences are part of your target market or not.
Other Required Disclaimers[/b][/b]
In addition, disclaimers may be required in a variety of other situations, such as when a firm:
makes misleading statements
implies that past successes indicate the likelihood of future success
uses a trade name, particularly a potentially misleading one
uses examples of results or verdicts in advertising
includes an endorsement, particularly a paid endorsement
includes a testimonial
compares the firm's services or fees with others
advertises fixed fees
advertises purely for the purpose of referring business out
uses actors or models
uses dramatizations
advertises a satellite or part-time office
advertises in a foreign language
carries less than a certain level of liability insurance
Advertising shall not cause moral or physical detriment to minors, and shall therefore comply with the following criteria for their protection:
it shall not directly exhort minors to buy a product or a service by exploiting their inexperience or credulity;
it shall not directly encourage minors to persuade their parents or others to purchase the goods or services being advertised;
shall not exploit the special trust minors place in parents, teachers or other persons;
it shall not unreasonably show minors in dangerous situations
In addition:
Children’s programmes may only be interrupted if the scheduled duration is longer than 30 minutes
fProduct placement is not allowed in children’s programmes.
The Member States and the Commission should encourage audiovisual media service providers to develop codes of conduct regarding the advertising of certain foods in children’s programmes.
It is said that the advertising industry has the poorest quality assurance system, and is also the most inconsistent product in the world. Out of all the commercials only half the commercials work in reality. Advertising testing could provide a reliable feedback loop and lead to much better advertising, but many obstacles stand in the way. The first great barrier to better advertising is self-delusion. Most of us believe, in our heart-of-hearts, that we know what good advertising is and that there is no need for any kind of independent, objective evaluation. Agencies and clients alike often think that they know how to create and judge good advertising. Besides, once agencies and clients start to fall in love with the new creative, they quickly lose interest in any objective evaluation. No need for advertising testing. Case closed.
Strangely, after 40 years of testing advertising we cannot tell by merely viewing a commercial whether it is any good. Sure, we have opinions, but they are almost always wrong. In our experience, advertising agencies and their clients are just as inept at judging advertising as we are. It seems that none of us is smart enough to see advertising through the eyes of the target audience.
The outcome of advertising that is sales is not the determinant of successful advertising. Companies have the budget, the patience, the accurate databases, and the technical knowledge necessary to succeed at marketing mix modeling. Marketing mix modeling does not help us evaluate the contribution of a single commercial but rather the cumulative effects of many different commercials over a long-period of time. Also, marketing mix modeling does not tell us why the advertising worked, or failed to work. Was it message, media weight or media mix that made the advertising effective.
A third barrier to better advertising is a pervasive tendency of many advertising agencies to delay, undermine and thwart efforts to objectively test their creative “babies.’’
The results can upset clients. The agency can lose control. Agencies can be quite creative in coming up with reasons to avoid copy testing.
Can't standardize the advertising campaign approach and evaluation methods too
Advertising message cannot be focused to meet individual customer's needs and wants
Non-affordability of cost factor for small and medium companies to use advertising
Inability to provide deep insights about a product or service
Narrowcasting is similar to broadcasting in the way it is viewed. Unlike a TV broadcast that is distributed everywhere and anywhere, a narrowcast system is viewed just by the people that happen to be walking past the screen. And like broadcasting, there is no way of telling if these audiences are part of your target market or not.
Other Required Disclaimers[/b][/b]
In addition, disclaimers may be required in a variety of other situations, such as when a firm:
makes misleading statements
implies that past successes indicate the likelihood of future success
uses a trade name, particularly a potentially misleading one
uses examples of results or verdicts in advertising
includes an endorsement, particularly a paid endorsement
includes a testimonial
compares the firm's services or fees with others
advertises fixed fees
advertises purely for the purpose of referring business out
uses actors or models
uses dramatizations
advertises a satellite or part-time office
advertises in a foreign language
carries less than a certain level of liability insurance
Advertising shall not cause moral or physical detriment to minors, and shall therefore comply with the following criteria for their protection:
it shall not directly exhort minors to buy a product or a service by exploiting their inexperience or credulity;
it shall not directly encourage minors to persuade their parents or others to purchase the goods or services being advertised;
shall not exploit the special trust minors place in parents, teachers or other persons;
it shall not unreasonably show minors in dangerous situations
In addition:
Children’s programmes may only be interrupted if the scheduled duration is longer than 30 minutes
fProduct placement is not allowed in children’s programmes.
The Member States and the Commission should encourage audiovisual media service providers to develop codes of conduct regarding the advertising of certain foods in children’s programmes.