Der Motz vom Butz: At the end of the 1st Motz semester - the recapitulation
What have you learned from this? Nothing. Every day and everywhere, I still encounter advertising that is completely incomprehensible, amateurish and misses the consumer by miles.
Apparently this column is being read, but it doesn't seem to have done any good yet. I have therefore decided to continue grumbling from August. Let's recap. The January 14 Motz was about Orange trying to send me different messages. So, it only takes one message, and it has to stick in your mind. In the Motz of February 4, I explained on the basis of the AXA campaign, where people have to skip a red line, that compared to the past, computer technology would have given much more possibilities and time for better advertising ideas. Unfortunately, I usually only find the opposite.
On February 18, I suggested to get inspired on YouTube under "funny car commercials". What do I notice: BMW still advertises with 200% BMW. I still haven't grasped this bill, though. So miles past the consumer. Is joy of driving now to become joy of saving? No M better of 4. March did not like the Geri Aebi as usually. The Nanos are made quite funny. But I still find the trick of harnessing children to the sales car unethical.
Mr. Steven Jobs still hasn't read my March 18 rant, because Flash Player still doesn't work on the iPad. And exceptional websites are still rarities. Unfortunately, the column of April 1 was no joke. I'm still constantly being bombarded with disgusting advertisements in my mailbox.
On the lowest rung of the advertising scale is advertising for politicians. Soon the time will come when this whole head-salad will start all over again. Please read once again my editorial from April 15.
The fact that no one at the April 29 contest figured out which ad belonged to which car brand proves my one-size-fits-all theory.
New advertising manager, new agency and, of course, a new advertising idea. Most of the time it gets worse. In addition to a good concept and creative implementation, continuity is needed. To be read in the Motz of May 13.
In the May 27 column, "Ideas and soulless actionitis," you could have been convinced that brand image and psychological preference for a product come before price gouging.
Dear customers, stop saving in the wrong place by muddling the creation yourself when you already spend a lot of money on the advertising space. Let the professionals generate the message. Read about it in the June 10 issue of Werbewoche. In the last issue of June 24, you can learn that a double page does not guarantee success. There would have to be more pepper in it than this Sunrise talk.
So, my lessons continue, starting August 12. You now have four weeks to recap everything. My resolution this week: 30 days not to produce a Motz. Have a nice vacation.
Theophil Butz, once a star advertiser (quote Ringier), now an inspirer and, as of now, a mothballer. "Not an easy role, but a necessary one, which I perform here every fortnight." Please send any relevant information to [email protected].
