Digg it UP - A Guide In How To Achieve Advertising Brilliance In These Days Of Total Confusion!

Because of accountability, and the emerging technology, your work will be liable to far more intense scrutiny on performance, than ever before.

The problem is, in the past you have been, and are probably now, working far too hard and too long trying to keep abreast of your work load, which, in turn keeps you from spending enough time on your most important asset, your customers!

If the truth been know, when your advertising appeared on TV, or wherever, you frankly thought that that you had to move on to the preparation of the next phase of the programme, and gave scant attention to what was happening out there, in consumer land!

So here is a checklist as to what we think you should be doing, on a regular basis, to help you achieve advertising breakthrough:

One: Believe in and develop total customer involvement and responsiveness.

Two: Pursuing and implementing two-way communication utilising existing

Media.

Three: Create a high degree of flexibility by empowering your customers.

Four: Face up to the fact that what went before is over!

Five: Acknowledge the fact that interactive advertising is the only appropriate form of advertising.

Six: The only thing you must believe in is constant improvement through the implementation of “conversations” with your customers.

Seven: There is no such thing as “above the line” and “below the line” those old fashioned stereotypes are gone…forever!

Gone are the days when grey-suited admen would commute to Waterloo Station from the Surrey suburbs, catch a cab to Charlotte Street,

Spend the day concocting clever, feel-good ads, collect 15 percent commissions for placing them with ITV, Channel 5, Sky etc and glossy magazines, and schmooze clients over expensive wine lunches.

Today, the centre of gravity has moved, and much of the work is done by twenty something’s in jeans and T-shirts.

They earn less and work harder to peddle niche products through a fragmented media market to savvy consumers who tune out messages they find boring or irrelevant.

The cushy commissions have been replaced by stingier, cost-plus-fee schedules imposed by numbers-driven corporate marketing officers who care less about the creativity of advertising than its return on investment.

None of this happened overnight -- the process began more than 20 years ago. But it's fair to say the industry has recently been through a less-than-golden era, whether measured in profitability, creativity, or the satisfaction level of clients or employees.

Recently the global chairman of P & G had this to say,”we must understand what’s important to our customers and connect with them. We must shift our mindset to truly creating partnerships."

Consumers are showing a greater need for making connections with other people and brands, as evidenced by the upsurge in consumer generated media like YouTube, viral marketing and other cabalistic techniques.

"Sometimes we need to be more open in bringing that human perspective to our marketing."

Trust, too, has become a vital element in marketing. Brands with the highest market share also enjoyed the highest level of trust among consumers.

You really do have to do something about the problem of Clutter. We live in an over informed world where people everywhere are turning away from all the meaningless information they are awash with’

Clutter. That dreadful word that came into vogue in the late 1960s and was applied to the proliferation of advertising messages the consumer could be exposed to during the course of his or her working day. More accurately the term was "commercial clutter", however we much prefer "meaningless noise"

Now, if you could sort that little problem then you really would be well on the way to advertising brilliance!

So here is a checklist as to what we think you should be doing, on a regular basis, to help you achieve advertising breakthrough:

One: Believe in and develop total customer involvement and responsiveness.

Two: Pursuing and implementing two-way communication utilising existing

Media.

Three: Create a high degree of flexibility by empowering your customers.

Four: Face up to the fact that what went before is over!

Five: Acknowledge the fact that interactive advertising is the only appropriate form of advertising.

Six: The only thing you must believe in is constant improvement through the implementation of “conversations” with your customers.

Seven: There is no such thing as “above the line” and “below the line” those old fashioned stereotypes are gone…forever!

Gone are the days when grey-suited admen would commute to Waterloo Station from the Surrey suburbs, catch a cab to Charlotte Street,

Spend the day concocting clever, feel-good ads, collect 15 percent commissions for placing them with ITV, Channel 5, Sky etc and glossy magazines, and schmooze clients over expensive wine lunches.

Today, the centre of gravity has moved, and much of the work is done by twenty something’s in jeans and T-shirts.

They earn less and work harder to peddle niche products through a fragmented media market to savvy consumers who tune out messages they find boring or irrelevant.

The cushy commissions have been replaced by stingier, cost-plus-fee schedules imposed by numbers-driven corporate marketing officers who care less about the creativity of advertising than its return on investment.

None of this happened overnight -- the process began more than 20 years ago. But it's fair to say the industry has recently been through a less-than-golden era, whether measured in profitability, creativity, or the satisfaction level of clients or employees.

Recently the global chairman of P & G had this to say,”we must understand what’s important to our customers and connect with them. We must shift our mindset to truly creating partnerships."

Consumers are showing a greater need for making connections with other people and brands, as evidenced by the upsurge in consumer generated media like YouTube, viral marketing and other cabalistic techniques.

"Sometimes we need to be more open in bringing that human perspective to our marketing."

Trust, too, has become a vital element in marketing. Brands with the highest market share also enjoyed the highest level of trust among consumers.

You really do have to do something about the problem of Clutter. We live in an over informed world where people everywhere are turning away from all the meaningless information they are awash with’

Clutter. That dreadful word that came into vogue in the late 1960s and was applied to the proliferation of advertising messages the consumer could be exposed to during the course of his or her working day. More accurately the term was "commercial clutter", however we much prefer "meaningless noise"

Now, if you could sort that little problem then you really would be well on the way to advertising brilliance!

Language in International Business
The way that we use language reflects cultural preferences for some types of communicative behaviour while discouraging others. Culture will affect, for example, the extent to which we speak loudly and animatedly or quietly, whether we use lots of ‘I’ statements, whether we choose very explicit language or whether we are indirect. Intercultural, or cross-cultural, pragmatics is the contrastive or comparative study of such communicative norms aiming to reach a better understanding of the cultural value or values that underpin them and it is a field we can all learn from.When we help prepare managers to relocate we might usefuashioned stereotypes are gone…forever!

Gone are the days when grey-suited admen would commute to Waterloo Station from the Surrey suburbs, catch a cab to Charlotte Street,

Spend the day concocting clever, feel-good ads, collect 15 percent commissions for placing them with ITV, Channel 5, Sky etc and glossy magazines, and schmooze clients over expensive wine lunches.

Today, the centre of gravity has moved, and much of the work is done by twenty something’s in jeans and T-shirts.

They earn less and work harder to peddle niche products through a fragmented media market to savvy consumers who tune out messages they find boring or irrelevant.

The cushy commissions have been replaced by stingier, cost-plus-fee schedules imposed by numbers-driven corporate marketing officers who care less about the creativity of advertising than its return on investment.

None of this happened overnight -- the process began more than 20 years ago. But it's fair to say the industry has recently been through a less-than-golden era, whether measured in profitability, creativity, or the satisfaction level of clients or employees.

Recently the global chairman of P & G had this to say,”we must understand what’s important to our customers and connect with them. We must shift our mindset to truly creating partnerships."

Consumers are showing a greater need for making connections with other people and brands, as evidenced by the upsurge in consumer generated media like YouTube, viral marketing and other cabalistic techniques.

"Sometimes we need to be more open in bringing that human perspective to our marketing."

Trust, too, has become a vital element in marketing. Brands with the highest market share also enjoyed the highest level of trust among consumers.

You really do have to do something about the problem of Clutter. We live in an over informed world where people everywhere are turning away from all the meaningless information they are awash with’

Clutter. That dreadful word that came into vogue in the late 1960s and was applied to the proliferation of advertising messages the consumer could be exposed to during the course of his or her working day. More accurately the term was "commercial clutter", however we much prefer "meaningless noise"

Now, if you could sort that little problem then you really would be well on the way to advertising brilliance!

The Key to Distributing Articles
So you have written a great article on your area of expertise, but how are you going to distribute it?This is where many people fall over in the article publishing business. If you create an article and put it on your site people aren’t just going to turn up and read it.This reminds me of an old story I was told by a friend. When he was a child he decided to make chips and sell them to make some pocket money. He made the chips and set up the stall in his parent’s kitchen. Of course being young and naive he didn’t tell anyone he just expected people to turn up! Of course they didn’t. The same goes for your article write less about the creativity of advertising than its return on investment.

None of this happened overnight -- the process began more than 20 years ago. But it's fair to say the industry has recently been through a less-than-golden era, whether measured in profitability, creativity, or the satisfaction level of clients or employees.

Recently the global chairman of P & G had this to say,”we must understand what’s important to our customers and connect with them. We must shift our mindset to truly creating partnerships."

Consumers are showing a greater need for making connections with other people and brands, as evidenced by the upsurge in consumer generated media like YouTube, viral marketing and other cabalistic techniques.

"Sometimes we need to be more open in bringing that human perspective to our marketing."

Trust, too, has become a vital element in marketing. Brands with the highest market share also enjoyed the highest level of trust among consumers.

You really do have to do something about the problem of Clutter. We live in an over informed world where people everywhere are turning away from all the meaningless information they are awash with’

Clutter. That dreadful word that came into vogue in the late 1960s and was applied to the proliferation of advertising messages the consumer could be exposed to during the course of his or her working day. More accurately the term was "commercial clutter", however we much prefer "meaningless noise"

Now, if you could sort that little problem then you really would be well on the way to advertising brilliance!

Myths of Entrepreneurism
Myth #1: Entrepreneurs Are Risk-Takers.That's the conventional wisdom among non-entrepreneurs. But non-entrepreneurs are standing on the outside looking in. Non-entrepreneurs can't envision themselves as entrepreneurs, don't see the opportunity that entrepreneurs see. Entrepreneurship is about vision. Building a business in your head, formulating a comprehensive plan, then putting the plan into action. And yes, weighing risk. Every step we take in life has risk associated with it, whether we're aware of it or not.Entrepreneurship doesn't have to be risky. Entrepreneurship may be the safest career pathrspective to our marketing."

Trust, too, has become a vital element in marketing. Brands with the highest market share also enjoyed the highest level of trust among consumers.

You really do have to do something about the problem of Clutter. We live in an over informed world where people everywhere are turning away from all the meaningless information they are awash with’

Clutter. That dreadful word that came into vogue in the late 1960s and was applied to the proliferation of advertising messages the consumer could be exposed to during the course of his or her working day. More accurately the term was "commercial clutter", however we much prefer "meaningless noise"

Now, if you could sort that little problem then you really would be well on the way to advertising brilliance!

Another way of achieving brilliance in advertising is to actively encourage interactive television on current terrestrial TV formats.

This form of interactive communication dramatically alters the way the viewers perceive the commercials, instead of being seen as an interruption the commercials now become a meaningful source of information (a form of programming) and thus are watched in a totally different way.

Presenting advertising within this format allows the most dramatic evolution of advertising itself. This renaissance in this period of the ongoing history of advertising will be know as advertising by true, accurate, more predictable, instant and measurable results.

Clients will pay only by results. The interactive nature of the new technology will allow research to measure the results and present these results as a post-evaluation of their participation. Clients will then pay for participation based upon these evaluations.

And that’s when you will have achieved advertising brilliance!

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