Without a doubt Markets are imperfect and capitalism can be terribly dispiriting most of the time.
The cost to the consumer is just too high.Try it you'll like it! If you
click on the link below you'll be able to preview a part of my book
"Television Killed Advertising" Here is the link: http://www.lifestoriesandmemories.co.uk/stories.asp?qtype=5&search=go. They've also increased the noise level of
their ads - more jump cuts, more in-your-face techniques - and searched everywhere for new
ways to interrupt your day. "It's estimated that the average consumer sees about one million
marketing messages a year - about 3,000 a day...That may seem like a lot, but
one trip to the supermarket alone can expose you to more than 10,000 marketing messages!
An hour of television might deliver forty or more, while an issue of the newspaper
might have as many as one hundred. In the long run, therefore, Interruption Marketing is
doomed as a mass marketing tool. Consumers are now willing to pay handsomely to save
time, while marketers are eager to pay bundles to get attention. What appears to be
certain is the fact that the alliance between sport and giant corporations is here to
say. Certainly in Banking and Insurance it is de rigueur, as it is among mobile
phone operators and broadband providers. More than anything else in the past ten years, requin tn we
have seen sport continuing a curious and unheralded metamorphosis. For the past nine years, Tiger
Woods has endorsed GM products around the world and been heavily associated with the Buick
brand in the U.S., Canadian and Chinese markets. And even Warren Buffet can't buy more.
In any form corporations appear to treat their customers with utter dishonesty! Customers who are
too trusting, too busy, too idle to challenge companies are, it seems, regarded as fair
game - sheep to be fleeced!Treating loyal, unquestioning customers badly is becoming endemic across large
tracts of the British Service Industry. Most of it is optimized to interrupt what you're
doing. Over the last thirty years advertisers have dramatically increased their ad spending. That scarce
resource is time. Despite the emerging evidence as to the little, if any, benefit on
throwing huge sums of money to highly unreliable sports persons!There are many emerging evidences that
Marketing/Sales Promotion/Advertising/Sponsorship, call selling what you will, has never worked in any of its many
& various forms. To deal with the clutter and the diminished effectiveness of Interruption Marketing,
they're interrupting us even more!"That's right. A hundred years ago, organised sport was a cultural
sideshow, an amateur endeavour.Now, in effect, the influence of sportsmen has been channelled towards one
purpose and one purpose only: selling on behalf of the multinational corporations whose Zapatillas Puma products they
endorse. It would appear that the greater the distance between the staff and customer, the
greater the likelihood of unscrupulousness!Without a doubt the whole area of advertising & marketing is
becoming more questionable, consider this: "Every day you're exposed to more than four hours of
media. The logic of Global Capitalism? Marketing/Advertising et al, was hardly likely to be resisted
in an arena that has become wedded to big money as modern sport. By constantly
interrupting what we are doing at any given moment, the marketer who interrupts us not
only tends to fail at selling his product, but wastes our most coveted commodity, time.
The golfer, according to Business Week magazine in October, was ranked the most powerful person
in the sports industry.Buick has been involved with golf since 1950, when it became one
of the PGA Tour's initial sponsors, and it is still the tour's official car through
2010.GM's overall vehicle sales were off 20.4 percent through October, while Buick brand sales were
down 23.6 percent. And it's getting increasingly harder and harder to find a little peace
and quiet...The ironic thing is that marketers have responded to this problem with the single
worst cure possible. Add to that all the logos, wall-boards, junk mail, catalogues, and unsolicited
phone calls you have to process every day, and it's pretty easy to hit that
number."There is one critical resource, though, that is in chronically short supply. Bill Gates has
just as much as you do. Better known as: Guess who has never sold an
auto-mobile in his life!Please answer me this: "Why, despite mounting evidence to the fact that
Marketing & Sponsorship do not have as much effect on sales as trumpeted, do we
still put our faith in Marketing & Advertising "Experts"? Incidentally, an interesting piece of research
has just emerged which confirms what I have long suspected, whilst, at the same time,
going along with my suspicion about the creative ego and the use of very high
priced Hollywood directors!Then just consider the example of high powered sponsorship. Never-the-less Tiger Woods, despite
an overwhelming fee, reputed to be in the region of $8 millions per year, was
unable to lift sales of Buick once in eight years of association.It is a fact
that the apparent logic of Global Marketing & Capitalism is hard to resist. In it
you will discover why we need interactive communication, properly executed, together with supporting independent research.
And in light of today's information glut, that means there's a vast shortage of attention.This
combined shortage of time and attention is unique in today's information age. "Interruption Marketing, including
Sponsorship, is the enemy of anyone trying to save time. Or visit http://www.interactivetelevisionorinteractivetv.blogspot.com.
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