Scripting News - Latest Comments in When the time is right... (Scripting News)

Re: When the time is right... (Scripting News)

sabadash — Sat, 19 May 2012 16:34:13 -0000

"Just information."
A great place to start. Brilliant, really. A powerful, powerful breakthrough. The first writer to apply the laws of thermodynamics to this brilliant idea might be the Stephen Hawkings of advertising.
There's a pretty good potential joke there in a comparison of black holes to marketing budgets.

Nice call, Dave.

Re: When the time is right... (Scripting News)

eddie — Mon, 12 Nov 2007 17:52:35 -0000

Interesting concept, but fails to acknowledge that advertising is not placed/purchased based on rational analysis of results. Most advertising is placed as a shot-in-the-dark crapshoot. Sometimes advertising is placed to make the advertiser/agency 'feel good' (example: Our ad is in the New York Times today). Many campaigns practice a "try it and see what happens" approach, and 'what happens' is rarely relevant when measuring success.

Re: When the time is right... (Scripting News)

Pioneer1 — Sat, 10 Nov 2007 16:59:39 -0000

I expect that impact of Edward Bernays--father of spin, inventor of PR, master propagandist for US global hegemony, and advocate for irrational appeals to desires and self-expression will be with us for a long, long time.

I wouldn't call Bernays "father of spin, inventor of PR, master propagandist. . . " These methods have been around since the dawn of history. See my comments here as well:
http://www.alphysics.com/ht...
Dave Winer's aphorism seems correct, and I agree, but the real purpose of advertisement is to program human beings. In that sense, it will not disappear.

Re: When the time is right... (Scripting News)

Vivek Hutheesing — Sat, 10 Nov 2007 12:56:41 -0000

I agree with this. Just consider how many advertising models in the past have quietly disappeared as the evolving marketplace has driven their ROI's to zero. Dave's prediction is as inevitable as it is elegantly succint.

Re: When the time is right... (Scripting News)

eli — Sat, 10 Nov 2007 11:20:31 -0000

Apple and Coke will always have massive advertising campaigns because they sell products everyone could potentially want, but even these products benefit from some target marketing (who's the evil genius who convinced schools to add soda machines). This idea is not just a good one, but inevitable, as every industry benefits from information technologies and can save a bundle and make more with highly targeted info adverts.

Re: When the time is right... (Scripting News)

Bully Advertising — Fri, 09 Nov 2007 14:39:28 -0000

"Let's see how long it takes for, say, Coke and Apple to give up massive branding campaigns."

This comment confuses advertising with branding - a serious mistake. Even with the most targeted adverting imaginable, there will still be a case and need [both for consumer and "brand"] for brand to exist.

Re: When the time is right... (Scripting News)

julien — Fri, 09 Nov 2007 14:26:39 -0000

very, very smart.

Re: When the time is right... (Scripting News)

yaacov — Thu, 08 Nov 2007 18:13:24 -0000

I'm working out our advertising model for a local niche site. There definitely won't be any google ads with funny things showing up and all our advertisers should have something they are selling our users desperately want.

Isn't it like "keeping up with the Jones's?"

Re: When the time is right... (Scripting News)

dave — Thu, 08 Nov 2007 17:36:58 -0000

They don't have to embrace the vision, at least not in one big gulp.

If they ever talk about better "targeting of messages" they're doing it whether they know it or not. My cable provider is always selling that in their own advertising, that they can reach very specific "consumers" -- it's only a matter of time before they're so specific that they actually say my name in the commercial. I hope to live to see that day. (Of course direct mail got there a long time ago.)

Re: When the time is right... (Scripting News)

Seth — Thu, 08 Nov 2007 16:54:54 -0000

As someone who works for multiple cable networks (where we're both selling advertising on our own air and trying to get folks to watch via advertising our shows) it's going to be hard to get our marketing folks to put down the megaphone and embrace this vision.

Re: When the time is right... (Scripting News)

Ian Jones — Thu, 08 Nov 2007 14:43:14 -0000

All advertising is information. Its up to you to determine if its usefull or not.

Re: When the time is right... (Scripting News)

James — Thu, 08 Nov 2007 14:01:38 -0000

As a journalist, I keep coming back to the same question -

what about the information that people aren't really looking for? The type of information that does not spread virally, but is still important.

This goes back to that now-ancient question about the expert editor vs. the wisdom of crowds.

I agree with what you're saying, but there are some dangerous issues you're confronting here. And it's good that you are, because they are inevitable.

Re: When the time is right... (Scripting News)

Michael Markman (Mickeleh) — Thu, 08 Nov 2007 11:52:17 -0000

How perfectly rational. But are the targets of advertising perfectly rational? And more to the point, are the customers of advertising--the paying customers, the advertisers themselves--the "make my logo bigger" crowd-- ready to see the wisdom of this? I expect that impact of Edward Bernays--father of spin, inventor of PR, master propagandist for US global hegemony, and advocate for irrational appeals to desires and self-expression will be with us for a long, long time. Let's see how long it takes for, say, Coke and Apple to give up massive branding campaigns.