When advertising advertises
Creativity Why spend billions on spent on creative and emotional advertising, when everything could be made known much more simply, directly, cheaply and with less impact on the brain with a public report, Andreas Panzeri asks himself.
Creativity "Betty must have!" The
Message is clear and already unmistakable in the title
communicated. Those who still want to convince themselves in more detail
can read on: "What did Alex Frei, Edith Hunkeler, and
Francine Jordi in common?" asks the text in the ad. The answer is: "They have Betty." Not Bossi, the cook - but the new
interactive remote control, which allows the viewer to control via
Participate directly in the current TV program at the touch of a button. "A
Huge fun!", the ad doubles again. And triple after:
"Betty offers more than fun and entertainment."
Of course, Betty provides all this fun and entertainment not
already in the advertisement. Finally, for entertainment Betty should be bought
become. This is called the strategy. That's how advertising has to work,
the viewer of this double-page ad is itching to see the
inevitably through the brain. And the creative person can learn even further: One
take a prominent athlete, a sympathetic disabled person and a
popular singer as testimonial - and the whole spectrum is already
of all audience interests are covered. Should it nevertheless someone
dare to continue to doubt Betty, will give this
undiscerning Betty refuser with a solid rubdown
TV expert Helmut Thoma to the heart. The RTL founder
knows about Betty: "There is no better instrument for interactive
Television." So any questions? Finally, then. Or maybe at most
nor this one: Why are billions actually spent on creative and emotional advertising in the world, when everything can be done much more efficiently?
easier, more direct, cheaper and more brain friendly with a completely
unimaginative and silent public reportage? (pan)
Message is clear and already unmistakable in the title
communicated. Those who still want to convince themselves in more detail
can read on: "What did Alex Frei, Edith Hunkeler, and
Francine Jordi in common?" asks the text in the ad. The answer is: "They have Betty." Not Bossi, the cook - but the new
interactive remote control, which allows the viewer to control via
Participate directly in the current TV program at the touch of a button. "A
Huge fun!", the ad doubles again. And triple after:
"Betty offers more than fun and entertainment."
Of course, Betty provides all this fun and entertainment not
already in the advertisement. Finally, for entertainment Betty should be bought
become. This is called the strategy. That's how advertising has to work,
the viewer of this double-page ad is itching to see the
inevitably through the brain. And the creative person can learn even further: One
take a prominent athlete, a sympathetic disabled person and a
popular singer as testimonial - and the whole spectrum is already
of all audience interests are covered. Should it nevertheless someone
dare to continue to doubt Betty, will give this
undiscerning Betty refuser with a solid rubdown
TV expert Helmut Thoma to the heart. The RTL founder
knows about Betty: "There is no better instrument for interactive
Television." So any questions? Finally, then. Or maybe at most
nor this one: Why are billions actually spent on creative and emotional advertising in the world, when everything can be done much more efficiently?
easier, more direct, cheaper and more brain friendly with a completely
unimaginative and silent public reportage? (pan)
