tag:blogger.com,1999:blog-5249997465016074955.post1717616269793418751..comments2023-12-23T21:59:20.634-08:00Comments on The Ad Contrarian: The Invincible Blindness Of AdvertisersBOB HOFFMANhttp://www.blogger.com/profile/05158827977385952634noreply@blogger.comBlogger20125tag:blogger.com,1999:blog-5249997465016074955.post-53228983994768597182013-01-24T06:42:05.052-08:002013-01-24T06:42:05.052-08:00Thanks for the belly laugh Bob! LOVED this post an...Thanks for the belly laugh Bob! LOVED this post and responded by buying 101 Contrarian Ideas About Advertising.<br /><br />Your cutting insight into this topic and the industry at large is refreshing and, frankly, a huge relief. A relief? Yes, it's comforting to know that opposite the lemmings are those who have developed antibodies to the hype and BS that are so typical of the industry. <br /><br />As for your subject matter. You called it - the Emperor is indeed naked. Traceynoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-50652646621310724952013-01-10T08:36:47.927-08:002013-01-10T08:36:47.927-08:00Which is available here: http://www.nielsen.com/us...Which is available here: http://www.nielsen.com/us/en/insights/reports-downloads/2012/introducing-boomers--marketing-s-most-valuable-generation.htmlTenurehttps://www.blogger.com/profile/05508697774184528482noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-54944534488264663182013-01-10T04:42:19.049-08:002013-01-10T04:42:19.049-08:00Sheldon,
Most of the the data come from a study b...Sheldon,<br /><br />Most of the the data come from a study by Nielsen called "Introducing Boomers: Marketing's Most Valuable Generation."<br /><br />BHBOB HOFFMANhttps://www.blogger.com/profile/05158827977385952634noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-43380246110505078082013-01-09T19:50:00.751-08:002013-01-09T19:50:00.751-08:00"They control over 75% of the nation's we..."They control over 75% of the nation's wealth. They account for 50% of all consumer spending. They buy 62% of all new cars. They dominate 94% of all CPG categories. They are the target for 5% of all advertising!"<br /><br />Perhaps this is so because they buy things for their children and grand children? Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-21043076769880557302013-01-09T10:44:12.016-08:002013-01-09T10:44:12.016-08:00Great first TAC post of 2013! I'm looking forw...Great first TAC post of 2013! I'm looking forward to a year full of engagement with you! No, but really looking forward to your curmudgeonly TAC posts around the brand babblers. <br /><br />My company loves marketing to youngsters. I'm in fact a youngster myself (26 yrs). And the honest truth is that I don't give a shit about a brand. Yes I think some brands are better than others for a myriad of reasons - but it all boils down to product. I don't want to engage, have a conversation with your brand or share with all my facebook "friends." I want to buy the best things at the best price. <br /><br />The ad campaigns look and "feel" nice, but the youth never seem to want to give us their money. Could you provide the source for your data? I'd like to show these so-called "marketeers" that they got it all wrong. Data helps prove those bogus brand babblers wrong.Sheldonnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-84235463286839659162013-01-08T19:50:48.298-08:002013-01-08T19:50:48.298-08:00and as usual, forgiebeve my typos. it's a diso...and as usual, forgiebeve my typos. it's a disorder of sorts. it doesn't affect my IQ. it's below 43 anyway.Tore Claessonhttps://www.blogger.com/profile/04978163002830730401noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-16189806806542265782013-01-08T05:24:00.478-08:002013-01-08T05:24:00.478-08:00@Rory – Of course the goal is to shift product. Sa...@Rory – Of course the goal is to shift product. Sameness and invisibility don't really do that in my experience, but if it works for you, kudos.Chris Seigernoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-56231927774291381862013-01-08T03:53:12.070-08:002013-01-08T03:53:12.070-08:00Interesting argument that I largely agree with (ot...Interesting argument that I largely agree with (other than the crap about consumerism basically starting with the baby boomers), but where are the sources for all these stats and refuting statements? I only see the one link to the 'end of history' fallacy study.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-48770447639937368292013-01-07T20:34:22.199-08:002013-01-07T20:34:22.199-08:00I do agrre with Rory's first point. I would...I do agrre with Rory's first point. I would't want to see the outer me in an ad. The inner me however is young and exuberant.Tore Claessonhttps://www.blogger.com/profile/04978163002830730401noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-65589623380140652152013-01-07T20:27:18.741-08:002013-01-07T20:27:18.741-08:00I can only talk kfor myself. I am over 50. There a...I can only talk kfor myself. I am over 50. There are preciously few things that got me early. Music. But not all music. A few brands. Like Coca Cola. But I woudl neve engae with Coka Cola. I just like it. And tend to prefer it over Pepsi. Levis? No, acutally, today I buy my jeans at Zumies, a skate and board store (Lucky that my size is still the same as when I was 20 so I can shop for myself where I also pay for my kids clothes). And UniQlo. Neither existed when I was younger Cars? Nope. Some of the makes I'd consider now didn't even exist when I was 18. Or were hopelessly wrong. Japaneseand Korean. Amnd so it goes with just about every category. Rest assure that cathing today's younger generatios for life will be even harder. Your article is spot on. I can bet my youth on it. About time our industry wakes up to the realities. But that's probably asking too much the way we award and reward ourselves and the way the press plays along.Tore Claessonhttps://www.blogger.com/profile/04978163002830730401noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-17370060366938092402013-01-07T11:26:07.199-08:002013-01-07T11:26:07.199-08:00You could call this The Power of the "Silver ...You could call this The Power of the "Silver Dollar".<br /><br />Tell you haven't heard "SIlver Dollar" before. I'd be proud if I could claim to have coined a name for the next big marketing trend on the horizon. ;)Brian Murrayhttp://www.brianmurray.canoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-59092559953228071532013-01-07T09:37:44.159-08:002013-01-07T09:37:44.159-08:00Sounds about right to me.
I've been screami...Sounds about right to me. <br /><br />I've been screaming about this since 2003:<br /><br /><a href="http://www.advertisingtobabyboomers.com/" rel="nofollow">Advertising to Baby Boomers</a><br /><br />On to other subjects - stilly stuff for your posts:<br /><br /><a href="http://www.socialmediaexaminer.com/social-media-predictions-2013/" rel="nofollow">Social Media Predictions</a><br /><br /><a href="http://www.nytimes.com/2013/01/06/opinion/sunday/can-social-media-sell-soap.html" rel="nofollow">Selling Soap</a>Chuck Nyrenhttps://www.blogger.com/profile/13539862537795531614noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-7639511938780253242013-01-07T08:24:42.816-08:002013-01-07T08:24:42.816-08:00Er, also, contrary to what Chris Seiger says above...Er, also, contrary to what Chris Seiger says above: good advertising, like good cinematography, doesn't stand out. It does exactly what it's supposed to do: shift product.<br /><br />Also, what's the problem? That marketing is unrealistic, that it doesn't reflect how the world is, that it distorts desires and presents some things as more important than they really are?<br /><br />Yes... yes that is the name of the game...Tenurehttps://www.blogger.com/profile/05508697774184528482noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-10507631539705732702013-01-07T08:19:46.541-08:002013-01-07T08:19:46.541-08:00Two things I'd point out:
(1) What KL said ab...Two things I'd point out:<br /><br />(1) What KL said above - just because you want to sell to the old crusties, doesn't mean they want people to assume they are old crusties. Perhaps they prefer advertising which still speaks to them as being the younger person they still feel like they are?<br /><br />(2) I get the impression you're talking about the medium of advertising though, not the content. In that case, while it's true the boomer demographic is growing, and they are indeed a rich demographic... but why is it nonsense to focus on the kinds of models which appeal to a younger demographic? It shouldn't be our exclusive focus but, while they aren't growing the fastest, the people who are 20 now will be 50 one day, and while their preferences might change, their being accustomed to the digital space won't. Surely we want to best understand how to exploit this space now, and grow with them?Tenurehttps://www.blogger.com/profile/05508697774184528482noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-37166607278332678222013-01-07T07:21:20.237-08:002013-01-07T07:21:20.237-08:00The so-called (and I hate the term) lifestyle bran...The so-called (and I hate the term) lifestyle brands are driving a lot of this. I think the idea is that even if you aren't young, you want the product promise to be something about feeling or appearing young. <br /><br />Unfortunately, appearing stupid is never something they think about when writing those targets into briefs. Luxury car makers, when they feature people, look for good-looking middle-aged people at best. At worst, they get young people who realistically couldn't afford a goddamn Audi or BMW on the whole.<br /><br />I think this is all part of marketing's endless war on reality and common sense. If people are more in touch with reality and have common sense, they're less likely to spend time listening to the useless drivel that is 99% of marketing. They don't need a 70" TV, a new phone to replace the one they got 6 months ago, or a car that runs on electricity and flowers. We want them to need it, but they don't.<br /><br />The good ads always stand out. That I don't see many right now is a real pity. And fucking scary.Chris Seigernoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-84920946699761782992013-01-07T06:22:42.115-08:002013-01-07T06:22:42.115-08:00Happy New year TAC, looking forward to more great ...Happy New year TAC, looking forward to more great insights. <br />But keep in mind when you're on this particular rant is that who you target and who you reach are not the same thing.KLnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-90394847210481173252013-01-07T06:07:25.539-08:002013-01-07T06:07:25.539-08:00Good piece. I would suggest that the myth of the v...Good piece. I would suggest that the myth of the value of the 18-49 (or even more annoying, 18-25) segment was actually created in the first place by the existence of the Boom generation. Seeing that demo dominate spending, marketing types cast around for a Big Idea to explain what was going on -- you know, something more sellable than "there are lots of them and they spend freely because unlike their parents they grew up in prosperity" -- and lo and behold, LTV was born.The Czar Dictateshttps://www.blogger.com/profile/06158043357104789508noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-18903453518290843492013-01-07T05:34:08.384-08:002013-01-07T05:34:08.384-08:00LTV done right isn't an excuse to target only ...LTV done right isn't an excuse to target only the young, and it's way over simplified to say it assumes people's preferences don't change.<br /><br />Good LTV measurement takes into account that folks change preferences, purchasing habits and brand loyalty.Jason (aka the Colonel)https://www.blogger.com/profile/12127754048203425794noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-78956436571890584882013-01-07T04:17:46.818-08:002013-01-07T04:17:46.818-08:00This is good stuff, thanks Bob. This is good stuff, thanks Bob. Sell! Sell!https://www.blogger.com/profile/10702354938890218799noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-42604578610554459552013-01-07T03:12:31.398-08:002013-01-07T03:12:31.398-08:00God I love reading a good TAC postGod I love reading a good TAC postAnonymousnoreply@blogger.com