tag:blogger.com,1999:blog-4169807398234019196.post3285893408396352317..comments2023-09-16T12:49:54.607+01:00Comments on The Sell! Sell! Blog: Has advertising got an attitude problem?Sell! Sell!http://www.blogger.com/profile/10702354938890218799noreply@blogger.comBlogger7125tag:blogger.com,1999:blog-4169807398234019196.post-48891209198931021492014-07-28T15:17:33.188+01:002014-07-28T15:17:33.188+01:00'It is possible to put the product at the hear...'It is possible to put the product at the heart of an advertising idea and generate important emotional associations at the same time'.<br /><br />what advertising should beAnonymousnoreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-46492619270999853102014-07-23T13:36:59.087+01:002014-07-23T13:36:59.087+01:00I agree with you that this reads like a manifesto ...I agree with you that this reads like a manifesto without an answer.<br /><br />But I'm going to disagree with you about planners - the old bugbear. I'm not one by title but I fulfil a similar role at times. And when I speak to customers they usually want to know why XYZ product is good and how they can buy it. So that's what goes in the brief. All the work is measured against sales.<br /><br />And when an idea is about to disappear up its own arse, or when a client wants to rewrite the copy to lengthen their corporate knob, I nudge things back on track. Other than that, I leave the creatives to do their own thing.<br /><br />I don't think that role is broken but I do think some of the methodologies, and some of the people employing them, are.<br /><br />I could say the same for any role, though - MDs, AMs and creatives. And we all have some culpability in the current advertising model - we don't have to be here, we could leave.<br /><br />But we don't. Why? Because prioritising feelings and knowledge-gathering over sales and actions removes accountability and risk for agencies. It's currently profitable. <br /><br />We're employed to work within a model that we might not agree with on principal, but that's the life of a professional. I don't disagree that much work these days is poor and ineffective, but ultimately we aren't artists - no matter how shit that may be.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-35898627334927748902014-07-23T12:39:49.706+01:002014-07-23T12:39:49.706+01:00Well I'm currently being forced to work on one...Well I'm currently being forced to work on one of these "generic pieces of film" and I sure as hell won't get a raise for it.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-29709555832180795612014-07-23T11:15:10.778+01:002014-07-23T11:15:10.778+01:00There is no solution to this while loads of people...There is no solution to this while loads of people are making money from it. When the money stops rolling in watch them abandon this "conventional wisdom" for a different one. Hopefully it'll be the old "Sell stuff to people" one. Ha! Who am I kidding? It'll be some old fucking bollocks from some cunt with a PHD in being a cunt.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-34690007025839594592014-07-23T09:43:20.217+01:002014-07-23T09:43:20.217+01:00Clients aren't just the dumb victims of advert...Clients aren't just the dumb victims of advertising shysters. They are complicit. This is the stuff they want, nay demand.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-67050688092826104552014-07-22T15:54:44.495+01:002014-07-22T15:54:44.495+01:00Yes yes, we heard all this before. And while I ful...Yes yes, we heard all this before. And while I fully agree with it, you aren't giving us a solution to the problem. What has to happen for advertising to make the product left right and center AND get an emotional reaction from the audience? Do we need to get rid of planners? Do we need to constantly educate existing clients about the bullshit that surrounds them? What bomb needs to be dropped on whose head for the industry to wake up from this fucking nightmare of falling out of the sky from one bed into the other to the writings of Shakespeare?<br />Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-5203229582853959532014-07-22T15:00:45.839+01:002014-07-22T15:00:45.839+01:00I agree up to a point. But note that when you say....I agree up to a point. But note that when you say...<br /><br />"If you’re not using advertising to give more people a reason to buy your product more often, then you’re not using advertising properly"<br /><br />...it's worth taking heed of some more words by Byron Sharp:<br /><br />"Most of the purchases that occurred because of advertising weren't because the advertising persuaded, converted, or caused any major shift in preference. It's time for the old theory of highly malleable, fickle consumers to be put largely to one side. To move away from the notion that advertising has to win people's hearts and minds, towards a deeper understanding of how advertising can freshen and nudge memories."<br /><br />i.e. It can be as much about familiarity and mental availability as it is about persuasion - particularly where brands with no USP over their rivals are concerned.Martin Headonhttp://www.wearemolly.co.uknoreply@blogger.com