Years ago, the owner of a New York department store said that half of the advertising dollars he spent annually were wasted. He said his problem was that he didn’t know which half. The following video tells you more about the basics of advertising:
Today there is good reason to believe the wasted portion is what a company spends on the creation and production of advertising. We Americans, exposed to millions of dollars worth of advertising daily, hardly remember even the most recent ad we’ve seen.
National audience research annually lists a “Top Ten” of stand-out ads – consigning all the others to unmemorable oblivion. In other words, good ads are one in a million.
Is it that bad? Why does advertising clutter the landscape and abuse our eyes and ears like a pack of screaming monkeys?
We think it is because there is, in place, all across the country, from local media and agencies to New York and Los Angeles conglomerates, a generation of advertising professionals that neglected to learn the basic structure of salesmanship and storytelling in advertising.