How Has Advertising Changed?
Ries believes that advertising can no longer be objectively measured because it has become an art form and, as such, has lost its original communication function and power. That’s not to say that advertising, per se, is dead. In fact, from Ries’ point of view, advertising has real value when it serves a proper functional purpose. But, as stated earlier, that purpose is brand support and brand maintenance rather than brand formation, an opposing viewpoint to currently accepted marketing communications practice. Why is advertising no longer valid as a brand instigator? “Too many ads and too much clutter to begin with” notes Ries. As a result, it’s effectiveness and efficiency as a tool of persuasion, awareness creation and opinion formation is diminishing. It had credibility, but it’s losing it rapidly. Does anyone really believe the recent Ford boasting about its much-maligned Explorer, or what Firestone has to say about its exploding tires? Says Ries, “Advertising has no credibility wi
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- How Has Advertising Changed?
