This preview shows pages 1–3. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: John Bond Guest Lecture Advertising Then and Now Then Been in Adv business for 28 years His main strategy was getting something into the popular culture and spreading through word of mouth The agency became more of a business as time went on and it was not as fun so they sold the agency They started as the new thing in Adv to a traditional Adv agency and he does not like that Now Agency life o 3 martini Lunch if you dont come in Sunday, dont come in Monday o Now everyone is paid by the hour o I t is still fun and the people in it are fun Differences between marketing Then vs. now o Marketing as an intrusion vs. A service Now you can find info and data on people and combine their location and info to give ads value One day you might be able to charge people for marketing because it has become a service as opposed to an intrusion o Marketer in Control vs. Consumer in control o Lowest Common Denominator vs. Highest Common Denominator A marketer can come up with something for a specific target audience because of easy access to info o Passive vs. Active Participation o Push vs. Pull Instead of pushing ads, now the ads pull the consumers into it o Planned vs. Real Time Noticing what is trendy right now and being able to come up with an ad quickly to appeal to the consumer o Messaging vs. Experiences Measurement o John Monomaker I know half my advert ising is wasted, I just dont know which half Now we know which half because we are able to t rack info and tell...
View Full Document
- Spring '07