We’ve all seen this. We’ve seen it so often that it doesn’t deserve to be called a phenomenon. So let’s not.
I’m talking about the act of rumour outweighing fact.
AdAge carries a great story about the oft-discussed future of advertising and whether there is any truth to the rumours of the demise of TV and print. Rather than just listen to the many articles that have declared an end to print, the ARF (along with the Wharton School) decided to… wait for it… conduct research on the matter. Take a read of the article and tell me what you think. Essentially it is a riposte to those who believe social marketing is a cure-all for this perceived demise in traditional advertising – or even in advertising as a concept.
Even more interesting is the “What makes ad campaigns work” footer. It contains nothing that would be surprising were it not for the fact that you see the exact opposite on a daily basis.
So there you have it. Exciting, emotional advertising works. Print is not dead. TV is switched on and the days of the internet are numbered. Mark my words, we’ll be back to semaphore within two years.
