Advertising has been one of the traditional resources that brands have had to reach consumers. The advertisements, however primitive and unsophisticated as they were, have been directed at certain points, which were like the key element of what to do. The ad conveyed information of interest to the consumer (such a product is sold or another is used to do that), with the ambition of convincing them to buy it and making it clear how to get there.How he did it and the way in which he transmitted that information is what has changed over the decades and centuries. The advertising that can be found in a newspaper today, for example, has little to do with the advertisements published in newspapers 200 years ago, although the basic idea should be the same.The big question is, for some analysts, if it still is. Has advertising gotten out of hand for its creators and creatives? Have they become so obsessed with the continent that they have lost sight of the basic rules of what content should look like?Advertising for advertisers is that ultra-sophisticated, with complex messages and that seems to simply seek to demonstrate the expertise of the brand and its creatives.
It is that type of advertising that not a few consumers make it clear that they “do not understand” when they see it and with which they cannot connect in any way. Not a few of these ads end up on the lists of award-winning ads at different festivals or on creative lists in which the complexity of their message is appreciated. All this makes the consumer feel even more confused.And that is a problem. As an analyst pointed out a couple of years ago, starting from this situation, it is a problem because advertising is neither music nor cinema. It is not a creative and artistic genre, but a means to sell products. If the consumer you want to win over doesn’t understand the message, the ad – no matter how creative and avant-garde it may be – doesn’t work .
In fact, a recent study Jordan Phone Number List showed a paradox. The ads that the Cannes Lions have won in recent years are not necessarily the best performing ads. Their findings showed that the awards do not necessarily imply that consumers will respond to that message.Have the campaigns lost the north?As one marketer recalls in a recent Mumbrella column , marketers and advertising managers should stop campaigning for their colleagues and focus on what works for consumers. Because, as you recall in this analysis, the problem is not only in the ads and how they are built, but also in some marketing actions that click because nobody understands what they mean.
The marketer was analyzing a Burger King campaign in Australia, in which he asked for a day not to buy Whoppers. The request had its basis of meaning. That was the day that McDonald’s, its competitor, donated $ 2 for each of its hamburgers sold a campaign. But the message, instead of being pretty and emotional, turned out to be a failure. Consumers did not understand it and if they did not ask for the Whopper it was not out of solidarity, it was because the entire campaign, they explained in the analysis, was annoying to them. The campaign could not really convey anything.And that leads to another topic.
Perhaps it is not only that advertisers and marketers have forgotten their consumers in their messages and have started creating campaigns for their colleagues, but also that they have been carried away by another question of fashion and have forgotten that they have to sell. The boom of brands with purposes and principles has changed the rules of the game and has forgotten companies to work with values and principles. Consumers are asking for it, right, and they are looking for it.But even if consumers want it and ask for it, you cannot forget the basis of everything that matters in marketing and advertising, as they remember in The Drum , which is, in the end, selling things. Advertising (and marketing) ultimately seeks to sell.