December 23, 2006

“when advertising meets the ‘because’ effect”

3 Comments

From JP Ran­gas­wami:

And that got me thin­king. As we move to an age where the only true adver­ti­se­ments are recom­men­da­tions, what is the role of the tra­di­tio­nal adver­ti­se­ment going forward?

3 Responses to ““when advertising meets the ‘because’ effect””

  1. sarah says:
    December 23, 2006 at 12:57 pm

    Art. An inc­rea­sing pro­por­tion of adver­ti­se­ments in TV/film slots are wit­tier, more beau­ti­ful or more inte­res­ting than the pro­gram­mes in which they’re inser­ted. Doesn’t mean I buy the stuff, but I remem­ber the com­pany fondly.

  2. Ryan Anderson says:
    December 23, 2006 at 3:40 pm

    Here’s my com­mu­ni­ca­tions theory geek ans­wer to this.
    In 1942, Katz and Lazars­feld deve­lo­ped the notion that infor­ma­tion goes through a two step flow before it is widely belie­ved. Simply, most peo­ple don’t believe what they hear in the news, but they do accept the opi­nions of the “opi­nion lea­ders” within their sphere of influence on various topics. The pro­blem with this is still that the opi­nion lea­ders still get their infor­ma­tion from the media, so they’re essen­tially just fil­te­ring the infor­ma­tion, not crea­ting anything par­ti­cu­larly new.
    Enter blogs 60 years later, and things get more com­pli­ca­ted, of course, but the point remains that before someone can recom­mend something, they have to try it. I of all peo­ple think tra­di­tio­nal adver­ti­sing is com­ple­tely scre­wed, but I think it will still have a role in gene­ra­ting trial, espe­cially on low-risk invest­ments like toys, drinks, etc.
    Also, not every new pro­duct class is going to receive enough recom­men­da­tions to drive a pro­duct launch. For the most part, their only choice will be tra­di­tio­nal advertising.

  3. alan herrell - the head lemur says:
    December 23, 2006 at 7:53 pm

    Tra­di­tio­nal Adver­ti­sing will die a grim and pathe­tic death as the last prac­tiio­ners are roun­ded up and sent to McDo­nalds Re-Education Camps.
    As the other com­men­ters men­tio­ned, recom­men­da­tions will be the wave of the future. This has it’s perils as we can reuse mar­ke­ting types in Wal­Mart hou­ses, where everything is from Wal­Mart. Equipt with web cams just like Dorm Room Porn, we can watch the nuc­lear family use shit till it breaks.
    24 Hour pro­duct chan­nels!
    Rea­lity TV for the peo­ple!
    The whooshing sound you here is the migra­tion to more cen­tral govern­ment con­tro­lled coun­tries so these folks can con­ti­nue to ply their non­sense.
    Richard Edel­man as Minis­ter of Truth, Steve Rubel as the Assis­tant, and Kathy Sie­rra as the gate keeper.