MarvinMouse's Journal: Advertising... what is it?

Modern advertising has hit an impasse...

After more then 50 years of consumers using advertising for information and purchase decisions. Many occurances have made modern advertising a difficult task, especially for small businesses.

One occurance which we are all familiar with is the internet. Now that a large portion of consumers have access to the internet. The population can get reliable/unreliable information on products(less reliance on commericials for product info), can acquire copies of products for free(MP3s, anyone?), and they are bombarded with so much spam, advertising, banner ads, etc. that they have developed an ability to just ignore advertisements, and skip straight to the content of the website.(Most if not all pop-ups are commonly closed before an advertisement even shows up. Some people even have special programs that prevent pop-ups and banner ads from showing).

It is notable though that this glut of advertising has left a really 'sour' taste in the mouths of the consumer. There is a growing movement towards anti-consumerism (and thus anti-advertising) in the world with magazines like Ad-Busters, and many anti-consumerism groups.

Now, this unfortunately doesn't have any effect on the number one thing advertisers want to happen. Most advertisers don't care if you like or dislike their ads. They want most that when you need the product they are advertising, you will think of their product first. Generally, from a psychological viewpoint, this will lead to the consumer purchasing their product. Advertisers don't want to force you to buy their product, they just want you to know that when you need it, they have exactly what you need.

So, the simple question is, then why is the general populous purchasing so much crap. If advertising is only supposed to get you to buy their product when you 'need' it. People don't need any of this stuff (Coke, Gap clothes, etc.) Yet, they still buy it... where's the problem.

Well, in fact, the second most important thing that advertisers want to do is to make you either want this stuff (if you have disposable income), or make you feel a need to own this stuff. Why do people buy clothes that make them look like billboards? Well, because it's expensive, because the people that they want to imitate wear it (and thus advertise those products), because they feel that everyone is doing it, therefore they _NEED_ to own it. This method works particularily well with teenagers and young adults, as they are just trying to find a niche into which they can fit.

So, now we have a simple advertising model that will work to sell our product. Make our product obviously different from the rest (with a brand logo on the front, or something similar), then have people who are "role models" for youth to wear our product. As well, make sure that your logo or brand name is shown as many times as possible to the target market.

As long as the cards are played right, you will have a bunch of teenagers with disposable income spending all they can on your stuff. This is the business/advertising model for companies like FUBU, GAP, etc. Even cell phones, music, posters, jewelery, cars (Jame Bond?), stationery (Five Star Gear), etc. can all sell with this model.

Well... this model is the problem. It has worked too well. A common method of promoting this model is to include the rebellious edge. Most teens want to rebel right, well then lets make our product rebellious...

oops... Wrong card to play.

The rebelliousness that has been encouraged is leading to a revolt against the very brands that absorbed the rebellious nature. People are sick and tired of seeing advertisements. TiVos skip them from TV, people don't view them on their computer, and most people don't read mags anymore, just web sites. {{I read a lot of magazines, but generally the less advertising, the more likely I am to read it.}} It's reached the point that the more advertising some people see, the less likely they are to purchase the product.

So, how do you get around this...

Easy, very simple solution. Get rid of advertisements. People don't want them, and are sick of them. Instead, product placements. Have the most popular sitcom star drink your pop. Have the coolest movie star use your cell phone and drive your cars. Don't make a fuss about it, and don't let them make a fuss about it. Just let them use it, and subtly everyone will know.

Doesn't work well in a school environment? Okay, give the popular kids free clothing with your brand on it.

Doesn't work well in a work environment? Okay, offer free software for the managers to use. (not the rest though.)

How about the ordinary person driving down the street, not watching TV, just listening to the radio, and driving? Simple, offer "sales" over the radio for your burgers. (Sales nowadays has lost all meaning, but they still get people to buy. Even though it makes no sense to save that one dollar on a $50 product that you wouldn't have bought in the first place.)

Keep your stores looking like they are busy, and people will come just to check them out.

Keep your fast food restaurants smelling tasty, and offering cheap quick food (not necessarily good food, though). People will eat there.

Don't kill your product with adverts. Sell your product with social engineering. Advertisements are dead, or dying. Socially engineered sales techniques is what is going to sell your product.