"Although physicians frequently know their patients will die of a given disease, they never tell them so. To warn of an evil is justified only if, along with the warning, there is a way of escape."
Maybe that's it! Perhaps they don't know the way of escape, so they continue to prescribe the placebo ($264.5 billion in the U.S. last year). The doctor keeps the client (and the billings). The client feels better. What's so wrong with that?
The American Association of Advertising Agencies has an ongoing initiative called Value of Advertising and Advertising Agencies. Here's an excerpt from their web site (emphasis mine):
The AAAA's Value of Advertising initiative is an ongoing, multifaceted effort designed to educate American marketers about the major, unique and essential role media advertising plays in creating, maintaining or restoring the economic value of the brand franchise.
The project sets out to convince marketers that diminishing the quantity and/or quality of advertising diminishes the value of the brand, and that the creative employment of media advertising is the only long-term means of achieving and retaining market dominance.
The Value of Advertising initiative currently includes a series of publications and videotapes.
What? No media advertising? Hey doctor. Heal thyself.
And for those of you who think I'm simply bashing with no prescription, listen to my first podcast where I rant my prescription for creating a strong radio brand: click here.
Posted July 6, 2005
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Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
When Tom Asacker writes, I read. Opportunity Screams is the right message for the right time.
Tom Peters
I have written several times that advertising has become a system and a system that follows it´s own rules.I mean, what the advertising agencies consider to be succesful, a beautiful ad or TV audiences has little to do with success for the company that is paying the campaign.
Agencies use their own criteria to attrack customers (awards, audience,...)but in many cases I don´t see that can help the customer. The investment in advertising is huge in many companies and I don´t think it is always justified.
Posted by: felix gerena | July 06, 2005 at 06:51 AM