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« Beer Sales Go Flat in 2005 (Again) | Main | Helping Customers Process Their Lives »

February 21, 2006

Comments

Rohit Bhargava

Great post, David. My view (as someone who has worked in advertising and now works at a PR agency) is that the most powerful messages are those passed from consumer to consumer. The best advertising today is entertainment and little more. Contrast this with word of mouth marketing campaigns, or PR campaigns where third parties endorse or publicize products and services and you have a much more powerful model. I would rather have my customers (or the press) telling others what my product does than people talking about how funny and clever "that ad with the magic fridge" was any day.

Dick Ambrosius

David,
Having read both the Fall of Advertisng and everything you have written, it would seem the rise in the adult median age is a major cause of the decline in advertising effectiveness, which Ries doesn't really address.

In my 30 years of work with older consumers, I know 50 plus customers are much more trusting of a peer's recommendation than a celebrity's endorsement; increasing hate the continued use of stereotypes and want facts; not hyperbole, which pretty much eliminates advertising's ear candy as a source of information.

Until companies and the agencies that serve them wake up to the reality of a market that is now more senior than junior, the decline will continue...and at an accelerated rate with each passing year.

David

Dick,

As usual -- you've hit the nail on the head -- bang!

DBW

David

Rohit

Having moved over into the PR arena from advertising I'm sure you have a lot to say about what's gone wrong in advertising. I'd welcome a piece from you as a guest author if you're interested.

Thanks for your comment.

DBW

Rokko

Hi ! Your site is very interesting. Thank you.

Steve Traversi

As always, insightful stuff. The whole concept of word of mouth marketing is becoming more relevant on an almost daily basis. Perhaps we have reached the saturation point with conventional advertising/marketing efforts where eye candy is king and image is everything. It just becomes sensory overload and the only advice you can trust is the one from your fellow consumer.

Big Noige

Nice little piece however you can't be claiming that stealth marketing or pr can replace conventional mass marketing. consumers will merely adapt their avoidance mechanisms to encompass statements made by strangers, celebrities etc. Also it is simply an impossibility for a consumer to have a relationship with every product so as relationship marketing, direct marketing and all their affiliates expand in their use these techniques will lose their effectiveness aswell!

Jeff Paul Internet Business

I just want to add one thing in this conversation in my point of view that it just becomes sensory overload and the only advice you can trust is the one from your fellow consumer.

The comments to this entry are closed.

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