Just in -- Advertisers think about getting a clue

[by Todd]

NEW YORK - Nearly four in five marketers surveyed believe that television advertising is less effective than it was just two years ago, according to a study released Wednesday.

Seems the Association of National Advertisers is concerned that people aren't sitting around waiting for their 30-second spots any more. Unfortunately the shackles aren't falling from their eyes far enough. The survey highlights their concerns about DVRs and video on demand.

Where's some acknowledgment that consumers, er customers (sorry Ben), wrap themselves in communications all day, cellphones, computers, iPod? TV just doesn't matter like it once did.

Here's a dirty little secret. Creative Directors earn their promotions for big television campaigns. Marketing managers know they won't get fired for buying television. There's co-dependence in its worst form.

Comments

[Brandie]

You're right. All of us in marketing have a secret desire to be Hollywood directors - that's why we love to do TV even when there is a better way.

[Jake]

You nailed it. I've often said the same of brand managers - it's all about the "sexy" projects. Bringing in new users is vastly more sexy (and expensive) than maintaining existing users.