Referat Advertising Riding The Wave Of Change

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Advertising – riding the wave of change Advertising has always been the art of surfing the very latest social trends. Now, more than ever before, it needs to ride the wave of radical change. Everything is in a state of flux –with one crucial exception: the “brand personality,” the sole remaining point of reference in a fragmented and individualized society. The future never evolves by accident. It is the product of the ongoing legacy left to us by our leaders, fathers, and ancestors. Brands are no exception to this rule – their destiny remains forever rooted in their past and their future develops in reference to what is gone and in anticipation of what is to come. Beyond conquest, the quest We are living through one of the most remarkable, fast-moving, productive and promising periods in human history. We are already experiencing the four sociological shifts that will characterize the early part of this century: consumer society is becoming an information society; mass society is becoming a society of individuals; a formal society a casual society; and a society based on class division is becoming a society based on social and inter-personal relationships. Wooed excessively from all directions, people are becoming defensive. Advertising will increasingly bore them, unless it succeeds in surprising them, in kindling their imagination. Now may be the time for dreams, but the scars left by the latest economic downturn prove that, for contemporary advertising to work, it must be realistic and product-oriented. Advertising: Era of creative ideas Following the passionate 1980s and the rational 1990s, the first decade of the new millennium is ushering in a prodigious association of the imaginative and the utilitarian. The quest for new ideas is becoming more selective, and it will only be effective if results are responsive and convey the emotional charge that the greatest advertising campaigns have always inspired. Consumers will remain as dualistic as ever: a mixture of child and adult. Pandering to consumers’ appetite for frivolity, advertisers have always attempted to arouse their quiescent enthusiasm, before immediately going on to assure them that their purchase represents the very best value for money. This uncompromising attitude will only increase consumers’ demand for information and transparency. Telling them lies means immediately losing their custom. More individualistic than ever, consumers will live in groups, cliques, castes and sects. It is precisely here, in their sanctuaries and retreats that they will have to be reached. Finally more in tune with their feminine sides, consumers will only consider brands that deliver a different type of message. The pompous and chauvinistic triumphalism that marked the 20th century’s greatest advertising successes will no longer work. It represents the swan song of a declining masculine culture. Manufacturers, distributors and consumers will seek ways to create a more friendly relationship. Trust will replace hubris. Collective aggressiveness will give way to unifying projects. Advertising campaigns extolling the virtues of this blossoming matriarchal culture will serve as foundations for the next century’s successes as surely as America has built its conquests on the illusion of its core values: Coca-Cola is youth; Marlboro, virility; McDonald’s, family spirit; Levi’s, liberty; Nike, surpassing oneself. Relationships might well become the Holy Grail of the 21st century. The quest will take us on an arduous path to relationships with ourselves, others, nature and the rest of the world. Beyond the factual, the virtual Advertising will be transformed. It will abandon mass messages to specialize in personalized communication. Make room for surgical precision: messages will become Exocet missiles, programmed for individual targets. New technologies will allow us to create a mass phenomenon of customized products. In their new, more active role, consumers will be able to simply click on an advertisement and discover everything there is to know about the product on their television screens. Another click will enable them to simulate a choice and to experience a virtual purchase. Films will be interactive, and all the products displayed will be instantaneously available for purchase, deliverable within 48 hours. Purchases will be made electronically, using virtual money. Imperceptibly, advertising will be turned on its head. More and more Web advertising will supplement television commercials, conventional advertisements, and billboards. By 2020, investments in Internet advertising will match those in television. For consumers, a new world is dawning –a world to be grasped without reservations or preconceived ideas. The brain is like a parachute: it works best when it is open. Creative advertising works in the same way: it can only hit the target if it is open to all forms of communication. In broadening its own horizons, it will extend those of consumers. Media fragmentation, our increasingly individualistic society, and the appeal of cutting-edge technologies have created a “zapping” generation. Advertising, no longer one-dimensional in nature, will henceforth be pluralistic. A poster, an advertisement or a film that does not display an Internet address will eventually verge on the professionally disreputable. Regardless of what products consumers buy, they will always be trying to learn more about them. The 1980s motto, “I buy with my eyes shut,” will become “I only buy what I know.” Given this, it is impossible to confine ideas to mere audiovisual frontiers. This image-bursting world is making us dizzy. We do not watch television anymore, we peck away at it, jumping from one channel to another, avoiding commercials, brooking no interruption, accepting no delay, and losing all sense of contemplation. If they are to win over increasingly knowledgeable consumers, brands will need intelligence, maturity and substance. Limiting them to 30-second commercials will no longer suffice. They will need to use all the keys of the communication keyboard. Beyond computerization, personal communication Until now, advertising has been a monologue of brands, in which consumers were given no opportunity to express their opinions. What we created was propaganda, not messages. Our methods flirted with those of fascism more than they espoused democracy. But now, thanks to the latest technologies, a new civilization is emerging –one in which all people will be linked together and able not only to talk to each other, but also to answer each other. A new language is developing: half-written, half-digital, it is a kind of electronic Esperanto, a spontaneous transcription of the immediately subjective. This marks the birth of a new mode of consumption based upon knowledge, intellectual nomadism, and the blending of cultures. Gutenberg’s millennium favored the left side of the brain, dominated by reason and logic. The Internet millennium will mark the advent of the right side of the brain, emphasizing intuition, paradox, and freedom. We should be thrilled, for this represents the hemisphere of imagination. We must ensure that computer science does not eclipse creativity. Today, communication still entails flesh-and-blood, face-to-face interaction between living beings. Tomorrow, it will involve cold, abstract links between two computer screens, two mobile phones, two satellite dishes. Advertisers have a duty to make their messages lively, sensual and seductive. Undoubtedly, communication in the 21st century will be electronic, but that does not mean it cannot be the exact opposite of the impersonal medium hat the Web is today. It is up to us to create a language that reaches out to others through the computer. Beyond quantity, quality The world is no longer simply turning, but hurtling forward at breakneck speed: new economy, new technologies, new advertising. The transformation is brutal and turbulent. More TV channels went on air in the year 2000 than in the entire period since the invention of television. By 2010, more than 1,700 telecommunications satellites will be orbiting the earth. More than 300 million Web sites are already vying for visitors’ attention. Television stations no longer know how to keep us tuned in. In short, we have reached saturation point. Because we can no longer take everything in, selection becomes all-important. In marketing, the art of conquest will have to be supplemented by the art of retention. Persuading consumers will no longer be enough; advertisers will have to build customer loyalty to guarantee future market share. Beyond global, “glocal” Brands are endangered: three out of four will eventually succumb to radical change. Advertisers will have to develop a new way to approach consumers. We used to be their grammar tutors; we invented their vocabulary, dictated their monologues, and staged their messages. Now we must become mathematicians, determining the geometry of new territories. Our new mission is to coordinate the development of communicative symbols so that each can prosper within the context of the brand. In the face of the increasing fragmentation of messages, we need to find a coherence that unites these scattered shards. Where once we built monolithic dreams, we are now bringing together disconnected realities. Our ideas must also be designed to cross national borders. Here, too, we will need to change our approach. The more globalized the world becomes, the more countries will struggle to assert their national identities. To succeed internationally, brands will have to become both global and local, or “glocal”: united in one value, one concept, and one slogan, but also presenting a creative diversity that responds to the roots, moods, and sense of humor of each country. We will be switching from multinational campaigns to identity-oriented campaigns. The challenge will be to preserve the brand soul while adapting it for a specific target population. Gone will be the “hamburger ads” featuring the same bread, the same beef, and the same ketchup all over the world. In their place will be pizza ads with the same dough, but with toppings to suit different tastes: mozzarella and tomatoes in Italy, chili con carne in Mexico, soya in China. Beyond consumption, socialization We claim to have invented the communication society, but all we have done is create a gigantic solitude machine. The more we communicate, the less we say to each other. Unwittingly, 20th-century advertising has created an egocentric society. We can only hope that 21st-century advertising, through personal and more intimate messages, will create a communication-oriented society. Advertising creates trends; it can also change mores and customs. Why should we limit our social campaigns to anti-tobacco or antiAIDS drives? The world has lost its reference points, its ideologies, its utopias. Could advertising at least restore the hope of creating a better world? Beyond money, ideas Tycoons of yore found ingenious ways to realize their ambitions; today’s magnates publicize their killings on the stock market. Money and marketing call the tune. Creation takes second place – the most freeze-dried, muffled and stereotyped variety possible. New ideas, like wild orchids, cannot take root on the soundproof carpeting of the boardroom – only in the uncontrolled jungle of the artist’s studio. Restructuring, globalization, and capitalization have led to a reversal of roles. The moneychangers have cast the poets out of the temple. Consumption used to be a feast; now it is just a business. In substituting accountants for storytellers, the stock market has gained a few points, but creativity has paid a heavy price. Fads and their worship of the ephemeral have become our guide. Television and its cult of voyeurism now pass for culture, and the press is its messenger. Once we had vision; now we are reduced to voyeurism. Players in the press and advertising worlds have contributed towards this, since they place greater emphasis on financial statements than on editorial statements. This was certainly a major mistake, because the more high-tech the world becomes, the more it needs creativity. Did it really ever make sense to make the masters of profit sole masters of the world? Won’t they attempt to enslave consumers? Imagination is an act of independence: how can we hope to see its seed germinate anywhere, if not within a climate of freedom? It is now high time for us to reinvent invention and to see the moneychangers share their new power with poets. How can we enter this millennium of hopes and dreams if we abandon creativity on its threshold? Machines will never be able to think, let alone create. When it really comes down to it, the last century only managed to lay the “cables” for the next. The power of money will continue to determine the course of these pipelines, but ultimately it is up to the men and women of the arts to ensure that creative ideas flow through these electronic veins. The modern world was created in stages. Three million years of hunting and gathering were followed by three hundred thousand years of agriculture, which were in turn succeeded by three hundred years of trade and industry. Then, just thirty years ago, creativity and communication picked up the reins. Following the era of natural commodities, and the era of manufactured goods, we have now entered the era of creative ideas. 쥁@