Magazine article Marketing

Breaking the Harsh Cycle of Media Deceit

Magazine article Marketing

Breaking the Harsh Cycle of Media Deceit

Article excerpt

How much should clients know about media?

This was a question I overheard at a gathering of media folk. "Enough!", was the blunt answer.

Sadly, this knee-jerk response is the cause of much that is wrong in our business today. Unfortunately, the answer of "enough to sign off the budget and just enough not to get in the way" is the expanded motto of the aged media freemasonry that seeks to protect its job function.

Many different deceptions are used to ensure our clients are dependent on their media operators.

The simplest is the "black box approach". You know -- "Trust me, it's very complicated, you don't need to know what goes on in the 'black box' -- just sign off the budget."

The second is even more painful -- deception by a surfeit of the truth. Those media men who open the box and proceed to take clients through every nuance of planning, every ounce of the rim weighting and succeed in losing them along the way.

And finally, the biggest deceiver of all -- the use of jargon. Guaranteed to strangle the last breath of client interest in the media process.

With this background, is it any wonder that clients have turned to third party interpreters -- the media consultants? Love them or hate them, the media industry has only itself to blame for this creation. If clients understood and trusted what we were saying, perhaps they wouldn't have evolved.

My worry is that the use of a third party interpreter will not address the real issue of client comprehension and could make the situation worse. …

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