The State of Marketing Today - And, love them...
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And, love them or hate them, advertisements are a key method of getting the message out to the buying public.
Confronting an ad-averse audience is difficult, and poses a series of questions. Not the least of which is how to break through the aversion somehow.
We in the advertising industry have responded in a variety of ways, ranging from moving more heavily to online advertising, to using more intrusive (I might suggest underhanded) tactics?
As marketers, we all face the same concern: how do we make an impression? Where do you go, what do you do, when the audience, everywhere, starts tuning us out?
Unfortunately, many ad agencies and "creative" types are turning to shock, a marketing strategy that includes running a shocking advertisement or communication stunt at a moment of maximum exposure, attempting to cajole (often through threats) a presumably impartial media, and then arguing that it's in all the service of branding.
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