Final Thoughts

     Now that I've shared my ideas on how advertising works (for a formal chart, click here), I'd like to offer my suggestions to those of you reading this web site on how each of us can work to make advertising a more dynamic and respected profession. As a student, I have often heard not-so-flattering observations being made about the study of advertising in contrast to the study of general business. In the professional world, advertising practitioners are often mass-labeled as "quirky", "eccentric" or somehow less driven by a work ethic than others. Society as a whole has vilified advertising as brainwashing tactics and propaganda that contributes to the unraveling of the American fabric.

     Just as in any profession, a few practitioners do operate outside the realm of good taste and general ethics, but the majority of those who work in the industry choose this path for their love of communication and have no evil, hidden agendas behind their choice of career. Unfortunately, as we encounter every day in the course of our work, we know it is not easy to change people's minds. At the same time, it is also difficult to imagine a group of professionals with greater creative ability and means with which to present themselves in ways that would elicit respect, if not reverence, for the profession. The public sees everything advertisers do, sometimes to our delight and sometimes to our chagrin. But it is this very visibility that provides the opportunity (or challenge, depending on how you look at it) to always put our best foot forward. How can we do this, you might ask? I have a few simple guidelines in mind that might elevate both the industry (as seen by the consumer) and the work to a higher level.

     First, treat the consumer like you would want to be treated. In the course of my work as a shopping center marketing director, I often heard merchants and colleagues say, "Our public just doesn't get it. They don't understand what we're all about, so you should make sure sure to drill our message into their heads,". What a mistake! The consumer is not dumb and by functioning with such an attitude, you will likely approach them in a "dumb" way. Remember that there is a fine line between elaboration of benefits and just plain lying. If consumers catch you in a lie, they'll never forgive you because you will have taken away the single most important basis of the relationship, trust. There is nothing more sure to turn a consumer off than insulting them or their intelligence. Create a dialogue with your consumers, don't talk down to or deceive them.

     Second, do not forget that it is the consumer you are selling to, not the client. That job is already done. Although this happens more often than many agencies would like to admit, it is unproductive to develop a brand message from the brand manufacturer's point of view. No consumer relevance can be found in an ad written solely from the perspective of the client. To interest and persuade the target, ads must speak to the them in a way that blurs the line between themselves and the product. Serving merely as the mouthpiece for the client does a disservice to the client, the agency and the consumer.

     Third, if we are truly in the business of communication, each of us should be voracious consumers of the culture in which we live. We should read newspapers, watch television, listen to music, visit new places...anything we can to immerse ourselves in life. It is only through this direct knowledge of the world that we can understand and speak effectively within it. Vicarious learning will not suffice.

     Fourth, we should use our talents as communicators to the benefit of those are just as worthy, but cannot afford our services. Many non-profit organizations are so caught up in the daily struggle between service/educational outreach and agency fundraising that little time or money is left for strategic communication, the key to success in both arenas. Advertisers are very successful at lining the pockets of clients producing everything from shoestrings to computer chips. Wouldn't it be nice to know that we also used our talents to help raise awareness, and in turn funding, for causes like hunger and domestic abuse, with the hope of having an impact on something more than "the bottom line"? This is not to say that communication professionals are not servicing these needs or that we should all quit our agency jobs for non-profit employment, but we should always realize the potential of our unique skills for the betterment of others.

     Finally, always take the high road. Since there are few, if any, rules in advertising, we are in the advantageous position of making choices when we reach forks in the road. When a strategy calls for narrow segmentation, it is easy to stereotype the consumer. The challenge lies in understanding the intricacies of small populations and discovering whether or not those stereotypes ring true. When faced with a creative decision between moderation or excess, especially in reference to humor, fear and other emotional appeals, moderation should always prevail. Thought it may not carry the "shock" value that excessive ads may present, you avoid the likelihood that your brand message will be altogether lost in the execution.