« The dumber the marketing question, the more valuable the answer | Main | When the media are the snoopees and not the snoops, they go apoplectic »

Oct 3
No one was ever bored into buying anything

 "Who cares where the creativity in advertising has gone? The primary purpose of an ad is to convince someone that your product can fill a need, not entertain a bunch of journalists or ad award panelists."    BrandingPost reader  Piper Kinison makes an undeniable observation of The dumber the marketing question, the more valuable the answer.

No argument here.  The issue, put forth in a recent Washington Post column, What happened to Creative Advertising?", concerned the wholesale changes wrenching the agency business over the past decade-plus.  The problem has to do with actually  convincing "someone that your product can fill a need".  Entertainment for its own sake won't do it, of course.  Entertainment as an end, no.  As a means?  Hey, you could do worse. And some companies do, time after time.  It's no coincidence that the most successful brands -- Nike, Apple, Jack-in-the-Box, Anheuser-Busch, VW -- have long been associated with the most entertaining advertising. 

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2 Comments/Trackbacks




Great post, Steve. Very thought provoking.

Today, most people realise that advertising has to be entertaining, engaging and of the highest creative standards if it has any chance of resonating with its audience. Otherwise, who would watch boring ads?

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« The dumber the marketing question, the more valuable the answer | Main | When the media are the snoopees and not the snoops, they go apoplectic »

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