It Was Obvious To The Three Of Us, That He Knew Absolutely Nothing About Communication
By Paul Ashby Here was a man, recently hired at great expense from, literally the largest agency group in the world, now working for one of the worlds largest clients on a global assignment! We had just completed analysing the results from an interactive programme we had recently produced for this company. The results were, to say the least, staggering. At one of the initial presentations on the research, one of the most senior executives, representing this client said, We spend millions of pounds just to hold our share of market, yet look at what this small investment in this form of interaction has produced! Yet when we presented this same research document to the man at the client, his first comment was, what does it do to my brand values? Which is about as meaningless a statement he could make from his lofty perch! He then went on to say, If it produces this kind of increase in sales we should be using the technique, leave it with me and call me in around a weeks time. After several weeks of calling as agreed we gave up and to this day they are still pouring money down the black hole of television and they have never called us back! To be fair, it should be pointed out that this gentleman was hired from Media Buying, therefore, in his job as Media Buyer he really didnt need any communication skills at all. But dont you find it disturbing that here was a man, totally unversed in the art of communication making ultimate decisions that were inevitably resulting in a huge waste of that clients billings! And remember, we are talking about one of the biggest advertising budgets, from a global company where, to be repetitious, We spend millions of pounds just to hold our share of market. The strength of the interactive communication concept has been documented with effectiveness research of a kind and magnitude that is unique in advertising. Interactive communication consists of three important elements: One: Programmed Instruction. Two: Game Playing. Three: Presented as an advertising event. Interactive Communication in this format, properly executed, changes the way people perceive advertising and will increase consumer awareness, increase message comprehension and increase sale.Because the Interactive Communication Technique creates an open, focused and receptive mind, it will: Eliminate the problem of advertising clutter. Increase advertising effectiveness. Make advertising more cost efficient. Like all else in the media world, advertising has changed dramatically since the huge growth in popularity of the Web. The power of retailers has multiplied, television has become the dominant selling medium for consumer goods, market research has become increasingly sophisticated, global brands have flourished, independent media specialists have become a major force, and yet Advertising agencies are in the doldrums that is because the services they provide, the way they should be paid and their relationships with their clients are all in jeopardy. There is much uncertainty, much debate, much nervousness, and no sign of any resolution to the problem. Certainly one of the things agency people have lost sight of is that advertising, like all marketing functions is done to make money! Likewise they have lost sight of the fact that the sole purpose of advertising is to get more people to buy more of your product, more often, for more money. That is the sole reason for you to spend one penny, cent or whatever. If your advertising is not delivering consumers to the cash register with money in their hands to buy your product, the simple answer is fire your advertising agency! Of course you have to have distribution together with a sales force. However in the end the important thing is if nobody wants to buy your product what do you do? Hiring an ex-advertising agency person is fatal all he/she will do is magnify your existing problems…our advice to you is avoid them at all costs. Paul Ashby pioneered interactive communication to the advertising and marketing communities some twenty-five years ago. The communication issues he addresses have been neglected during the explosive grown of advertising in the 60s, 70s and 80s, these are Cognitive Dissonance, Selective Retention and Selective Exposure. Would you like to discover the incredible results to be attained by using interactive communication? Well these are revealed for FREE at http://effectiveaccountablecommunication.blogspot.com or contact Paul directly on paul.ashby@yahoo.com Article Source: http://EzineArticles.com/?expert=Paul_Ashby http://EzineArticles.com/?It-Was-Obvious-To-The-Three-Of-Us,-That-He-Knew-Absolutely-Nothing-About-Communication&id=488643 order phentermine overnight phentermine without a prescription phentermine 30mg no prescription buy phentermine online consultation
