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May 12, 2004
More on why broad reach is suffering
What's Your Brand Mantra?: Advertising Overload See the previous entries on this (ABCs of big media buyers, more on lost youth) decline in the power of mass media. But we can all agree that their power is declining and that advertising is becoming less effective. Why though? This entry on Brand Mantra is really intriguing. One simple view - or at least a contributing factor - is that ads are just too boring. They all look alike and they don't grab you with anything memorable... "I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death." - Leo Burnett "People screen out a lot of commercials because they open with something dull ... When you advertise fire-extinguishers, open with the fire." - David OgilvyPosted by johnza at May 12, 2004 09:48 PM
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