Friday, June 13, 2008

Am I the ONLY communications professional sick of advertising?

I love communications. I've been involved in marcomm, technical writing, advertising, PR, and technology for my whole professional life. But I'm a bit downtrodden by the idea that a huge percentage of people in the knowledge economy spend their time contemplating where to put more ads. Consider this quote from a online advertising listserv that receieved:

[quote] "To date, it's been one of those Holy Grails of the advertising business, and agencies have invested goodly sums in both proprietary and syndicated research to get at the answer of this seemingly idealistic "seamless media plan." Here's how the scenario goes: "Joe's radio alarm clock wakes him at 5:30 a.m. tuned to a local news/weather report. (Bam! Broadcast an ad message relevant to starting his day.) Joe turns on the local TV news channel while he quaffs his morning cup of java. (Reach him with a TV ad impression.) He unfolds the a.m. newspaper, or more likely, clicks on its site. (Serve him a banner or print ad.) He checks his morning inbox. (Send him an email marketing offer.) Then he's on his way out the door (ping him with a mobile marketing message.) Then driving to the train station. (Reach him with a.m. radio drive time.) On his daily commute. (Expose him to transit ads.) And so on and so forth throughout his day -- until he rests his head on his pillow for the only seven-hour respite from the commercial marketing world. [end quote]

I'm sick of ads. I love creative ads online, in print, and around town. But I think our existence will be a rather bland and dull one if we cannot perform a function online, drive somewhere, or use our cellphone without seeing an ad. Despite the appearances of the last few years, consumers in the U.S. DO have a limited amount to spend. This disposable income has already reached close to the limit. So a crush of more ads will create two scenarios: people become so disenchanted with ads that they no longer pay attention to them or the ads work, but it pulls disposable income away from another source, that source must create more ads to maintain market share and a big, never-ending ad war of ensues.

Am I the only communicator that doesn't want to see our society filled up with ads?