Posted on 01 October 2007 by Mihai Moscovici
Advertising Is Dead
Aceasta afrimatie dramatica apartine lui Joseph Ghossoub, Chairman and World President al IAA.
Ghossoub a accentuat necesitatea industriei de advertising de a iesi din zona de confort.
“Viitorul este implicarea totala a consumatorului in constructia brandului, prin activitati de comunicare integrata, viitorul il reprezinta crearea relatiilor profunde si oneste intre brand si consumatori.”
Este necesara schimbarea abordarii consumatorilor, prin sinceritate si deschidere, prin comunicarea catre ei acolo unde pot fi gasiti, folosind medii traditionale, dar si neconventionale, cum ar fi media ambientala, media digitala, experiente noi de cumparaturi. Toate acestea contrapuse cararilor deja batatorite, ajunse clisee, ale spoturilor publicitare, materiale de reclama la punctul de vanzare sau outdoor clasic.
Printre altele, succesul campaniei Dove pentru Frumusete Adevarata este considerat a se datora orientarii comunicarii nu catre vanzarea produsului cat inspre relatarea unei povesti adevarate, in care fiecare femeie se poate regasi, devenita o problema sociala.
„Brandurile nu mai apartin producatorilor, brandurile apartin consumatorilorâ€.
Sursa: IAA Romania
Photo: 0914071130a.jpg / Lord_of_the_Flies
October 2nd, 2007 at 4:43 am
Look @ your website in opera and firefox… the white background for the main column takes a couple of minutes to load. bad.
October 2nd, 2007 at 5:25 pm
Yep, it’s a problem about this theme. I’m looking for a solution.
Could you suggest a way to make it work well?
Sorry for inconvenience.
October 2nd, 2007 at 10:15 pm
mare englezoi v-ati facut amandoi
October 2nd, 2007 at 10:20 pm
vorbim si noi de-ale noastre
October 15th, 2007 at 1:02 pm
Am uitat sa mentionez ca Joseph Ghossoub a mai spus:
bla bla blablabla internet 2.0 bla bla comunicare bla blabla bla bla rebranding bla blabla success blablabl bla bla consultancy bla bla bla
La care participantii s-au facut ca au inteles si s-au simtit foarte importanti.
October 15th, 2007 at 1:05 pm
activitati s**a de comunicare integrata b**a
October 15th, 2007 at 1:06 pm
sterge te rog acest comentariu si cel cu cuvinte urate de la 1:04 ca o sa-mi afecteze campania electorala din 2043
November 6th, 2007 at 2:12 am
I am very flattered that you chose one of my photos for use on your website. Thanks for the credit. Cheers!
I have a couple more that would fit the theme for the “death of advertising.” I’ll tag them all with “dead advertising” if you’re interested.
November 6th, 2007 at 3:01 am
Thank you for great photos. Appreciate the tags.