Thursday, August 2, 2012

Advertising and the pretentious customer

There is no dearth of pretentious people in this world. You don't need to search for one. But then there are friends, enemies and folks who aren't pretentious. They are simply genuine. They wouldn't wait for a second to say "The don't like your dress", if they don't like it.  In the same way market places can be divided into the pretentious and the genuine customers. 

Now let me come to the point of advertising. For a decade there has been a debate on the question of effectiveness of advertising. The trends lean toward sales promotion. In my opinion there has been only problem - Marketers haven't tried to understand the situation. As John Romano has famously said, “The smaller the understanding of the situation, the more pretentious the form of expression.

Pretentious expression won't appeal to the genuine customer. Advertising won't yield results let alone "measurable results".