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| Jun 7, 2009 by Mark Maier
From ARIA-Radio, they released the 4th part in the Advertising 101 series and in Broadcast and Interactive we deal with creative, placement, and copy continually, here's what they had to say...
"Our first responsibility to our client is to get advertisements noticed - Impact. That may seem a modest and fundamental objective, but we fail to achieve this in an overwhelming majority of cases. Apply a simple test... how many advertisements really pull you up in your tracks? How many do you remember from last night?s television session, or this morning from the radio? How many do you remember from this morning?s paper?
According to statistics, you?ve forgotten 85% of the television commercials you saw last night. A study cited in ?Newsweek? magazine put advertising recall at a minuscule 7%! Similarly, the ?Wall Street Journal? reported that of 25,000 people polled to nominate ?most outstanding commercials?, over a third were at a loss to cite a single one. Despite the fact that the typical radio listener and television viewer sees, and hears, about 4,000 commercials a month, let alone press, print, billboards, flyers etc...
Without a big idea, brilliantly executed, we have no impact. Without impact your client will be ignored. A big idea, by definition, overwhelms the past, the safe, and the tried and true. Big ideas are creative breakthroughs and sadly they are all too rare. Of course, the big idea makes even the bravest, boldest businessman and average media sales reps., a smidgen nervous; they have to commit to it, to take the risk. There is no comfortable point of reference. A big advertising success, or back to sounding and looking like everyone else - most take the easier softer way, cross their fingers shut their eyes and hope for the best.
Bland, safe, mediocre advertising is all around us. Bored cynical consumers are all around us. Breaking the rules isn?t enough - success involves taking risks. Thus, the greatest risk we can take is to take no risk at all."
True story. I couldn't agree more that we need to take our responsability seriously and provide the unique and unusual for our clients.
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