Magazine article Marketing

New Route to Ad Effectiveness?

Magazine article Marketing

New Route to Ad Effectiveness?

Article excerpt

The threat from own-label, the role of advertising and the absolute importance of through-the-line coordination are the fashionable concerns of the moment.

Every marketer must have heard hundreds of pitches from slick ad-men with a crucial new insight on these problems that promises an instant fix.

So when John Bunyard, managing director of TBWA-owned marketing consultancy Fast Marketing, dismisses conventional advertising approaches for packaged goods as "outmoded, ineffectual and unaccountable", it would be easy to treat it as run-of-the-mill agency claptrap.

Bunyard is peddling a through-the-line marketing technique using advertising linked closely to sampling, which he calls 'Fast Marketing' (an acronym for Focused Advertising -- Sampling Technique).

He claims it produces immediate results which could revolutionise packaged goods marketing.

But when a seasoned marketer such as Phil Smith, vice-president category director for Kraft Jacobs Suchard, says his case "is well worth a hearing", you might just give him a second chance.

And when Gordon Brown, chairman of research company Millward Brown, says: "If you want fast and reasonably permanent sales effects, this needs to be taken seriously," then you take it seriously.

The theory hangs on a particular view of how advertising works. The conventional model is that ads persuade consumers to buy products.

Brown argues that advertising is not the trigger for buying. "This flies in the face of all the evidence that people buy and then make up their own minds".

Bunyard and Brown believe the most effective advertising simply evokes the psychological experience of using the product. …

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