The fall of advertising

Good Essays
Topics: Advertising
The Fall of Advertisting & The Rise of PR: Chapter Summaries

Part 1: The Fall of Advertising.
Advertising has always suffered from a lack of credibility. An advertisement is the opinion of a company whose motives and judgment are not the same as those of a consumer. Advertising tries to make up for its limitations by massive media expenditures. The emphasis has been on impact rather than on communications.

Over the past few decades, three developments have seriously undermined the effectiveness of advertising in general. One is the increasing costs for any individual advertisement. The second is the increasing volume of advertising. And the third is the expansion of advertising media to include almost every available opportunity to influence a consumer. (From ball games to bathrooms to blimps).

This triple combination has seriously eroded the effectiveness of all advertising programs, including those of the largest spenders. For four years in a row, from 1997 to the year 2000, General Motors was the largest advertiser in America, spending $13.2 billion on advertising. In those four years, General Motors' share of the U.S. automobile market dropped from 32.1 percent to 28.1 percent.

Other big advertisers, including McDonald's, AT&T, Nike and Coca-Cola have had similar records. Big budget don't necessarily produce big sales or profit increases. In response to its critics, the advertising industry has tried to divorce itself from a focus on effectiveness to a focus on "creativity" and "awards."

The role of advertising, according to many of its defenders, is not to sell anything, but to capture the prospect's attention. No advertising has gotten as much attention as the Budweiser campaign, "Whassup?" The Whassup? campaign has won more awards than any other advertising program in advertising history, including the Grand Prix for TV and Cinema at Cannes.

Advertising Age reported the euphoria that erupted when the Cannes award was announced: "The

You May Also Find These Documents Helpful

  • Better Essays

    “The Fall of Advertising & The Rise of PR”: Book Report The Fall of Advertising & the Rise of PR by Al and Laura Ries demonstrates the dramatic shift from traditional advertising-oriented marketing to public-relations-oriented marketing. The age of advertising, they claim, is in the past. Advertising was once considered an effective way to encourage consumers to purchase new products, however, that is no longer the case. Advertising has not only become rampant, but it lacks credibility and…

    • 2407 Words
    • 10 Pages
    Better Essays
  • Powerful Essays

    ADVERTISING

    • 4493 Words
    • 18 Pages

    AdBoard Members: ASAP VISION-Advertising Suppliers Association of the Philippines (ASAP) is the national association, uniting all sectors of advertising suppliers, guided by the highest standards of ethical, professional and responsible trade practice as partners in the advertising industry. MISSION 1. Professionalize and upgrade the business trades and services of advertising suppliers and firms; 2. Uphold the highest standards of trade practices and ethics in the conduct of business,…

    • 4493 Words
    • 18 Pages
    Powerful Essays
  • Good Essays

    Advertising

    • 1895 Words
    • 8 Pages

    Definition Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for bysponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television…

    • 1895 Words
    • 8 Pages
    Good Essays
  • Good Essays

    Advertising

    • 3254 Words
    • 14 Pages

    audiences and technological advances. I believe these are the biggest problems facing advertising today and for the decade ahead. First, I will go into generational characteristics and what problems they constitute. For the older World War II generation, ages 75 and up, they respond to traditional advertising of television, paper magazines, newspapers, and so forth. Very little are reached through social media and advertising with new technology. They do not spend as much money as the other generations…

    • 3254 Words
    • 14 Pages
    Good Essays
  • Powerful Essays

    Advertising

    • 2960 Words
    • 12 Pages

    September 2009, Issue 508 How a meerkat became a social media hero, creating a cult brand Amelia Torode Admap September 2009, Issue 508 How a meerkat became a social media hero, creating a cult brand Amelia Torode There's a new cult advertising hero in town, breaking hearts and smashing business targets. His name is Aleksandr Orlov and he is an entrepreneur from Moscow. In his mid-40s, about two-and-a-half feet tall, he is highly opinionated and very furry. That's because he is a meerkat…

    • 2960 Words
    • 12 Pages
    Powerful Essays
  • Powerful Essays

    Advertising

    • 1618 Words
    • 7 Pages

    Advertising has changed the market and consumer culture of America. In the 19th Century, those changes in the market paralleled changes in the modes of transportation and communication and urban growth. Today, advertising on the World Wide Web has become a recent phenomenon because most consumers surf the Internet daily. Advertising is a deeply pervasive part of all lives lived in consumerist economies. The average individual in Western society is bombarded with several hundred adverts per day…

    • 1618 Words
    • 7 Pages
    Powerful Essays
  • Satisfactory Essays

    Advertising

    • 848 Words
    • 4 Pages

    environment of trust and high level of engagement provides an incredibly desirable location for savvy advertisers. Each year, 16,680,639 Fairfax magazines are sold in supermarkets around NZ.* We reach over 1.9 million people aged 10+.** Are you advertising with us? Don’t let your brand be the one your target audience isn’t talking about. *Source: Synovate Aztec TKA Scan Data **Source: Nielsen CMI Jan-Dec 2012 10 Reasons To Advertise In Magazines 1. Magazines and magazine ads capture focused…

    • 848 Words
    • 4 Pages
    Satisfactory Essays
  • Powerful Essays

    Advertising

    • 10605 Words
    • 43 Pages

    The Role of Consumer Involvement in Determining Cognitive Response to Broadcast Advertising Laura M. Buchholz Robert E. Smith This paper investigates the role of involvemeni in deurmmitxg consumer response to radio and TV commercials. Afur reviewing reletani Uterature. a summary model thai focuses on the amount and type of cognitive elaboration and subsequent ejects on consumer recognition of the brand and message points is presented. Hypotheses are developed that predict interaction ejfects…

    • 10605 Words
    • 43 Pages
    Powerful Essays
  • Powerful Essays

    Advertising

    • 9382 Words
    • 38 Pages

    ADVERTISING: There's A Difference Between Advertising and Publicity! Using Advertising and Publicity are very effective methods to promote and create positive awareness for you and your business. But... there is a clear difference between Advertising and Publicity. Advertising is something you get by paying for it. Publicity however, is something you hope you'll get. Why? Because publicity can be generally gained at no cost to you. And... it generally has many times the credibility…

    • 9382 Words
    • 38 Pages
    Powerful Essays
  • Good Essays

    Advertising

    • 616 Words
    • 2 Pages

    Explain how logos, ethos and pathos are used in advertising. Advertising is a form of communication for marketing used to encourage, persuade or manipulate the audience to continue or take new actions. Many companies, be it a popular brand like apple or a local brand like F&N, use advertising to market their products. In order for these advertisements to be effective they need to be rhetoric and so, use the three forms of rhetoric: Pathos, Logos and Ethos to persuade the audience to purchase their…

    • 616 Words
    • 2 Pages
    Good Essays