Advertising is communication
by Parvez Sheik Fareed
The Financial Times published an excellent article titled ‘How the Mad Men lost the plot’.
Most consumers aren’t aware of, or interested in, the difference between Nescafé and Kenco and don’t want to spend longer than they need to thinking about which they prefer. They just want to get coffee and get home. Marketers are usually surprised to hear this and find it hard to accept — they like to imagine that people who buy their brand are deeply attached to it. But the data show that even people who regularly favour one brand over others will pick a competitor if it happens to be more easily available or cheaper that day.
This is just one of the facts brought to light.
If you still indulge in the fantasy that “today’s consumers are changing”, cloudy days are ahead of you.
“Communicators have to be concerned with the unchanging man,” Bill Bernbach said more than 50 years ago. And this will still hold true 50 years from now.
Advertising is communication with the purpose to sell.
Not technology, not trends, not psychobabble.