Time for a radical change in advertising

It doesn't take more than a few hours on the Internet to uncover some very disturbing trends with regard to advertising.

It is pretty much common knowledge now that the numbers of television viewers who watch traditional commercial breaks are dwindling by the day.

Don't believe ads anymore

But, even more disturbing is an trend indicating that more and more consumers are simply not believing what they read, see and hear in advertisements.

For example, in a survey on branded advertising released in the UK recently, the majority of consumers indicated that they thought it high time that the way in which advertising was pitched at them should be radically changed. Not only did they not have time for traditional commercial breaks on TV but this also applied to radio and print. The environment was becoming so cluttered that, no matter how brilliant the ads were at getting their attention, the message itself was just not getting through. Nor was it credible.

Certainly solutions such as product placement and branded television were fast gaining acceptance and as long as these remained subtle, consumers seemed happy to accept these over traditional advertising delivery.

Editorial more credible than ads

But, the scariest part of these latest trends is that consumers are becoming a lot more cynical of advertising messages these days to the point nowhere they not only don't believe what they are being told but in the case of TV, radio and newspapers, more and more are saying that they believe the editorial before the advertising content.

That's what perception is all about - because in truth, it doesn't take a rocket scientist to realise that with all the checks and balances placed on advertising these days, the content of advertising is a lot more reliable than editorial. Simple statistics showing how often a newspaper has to apologise for or correct facts in stories (often), as against advertisers having to correct facts in ads (hardly ever), is proof positive of the reality. But, the world does not operate on reality - it feeds on perception.

So, what is the answer, particularly here in South Africa?

Comparative advertising

Well, I believe a good start would be for more competition to be allowed in advertising. Traditionally in South Africa, marketers have jealously avoided things like comparative advertising simply because it suits them not to get involved in making comparisons.

They argue vociferously against comparative advertising but meantime all they are doing is protecting their turf and sustaining what is in actual fact, a really dodgy trade practice. How they continue to get away with it in the eyes of the Competition Commission is beyond me.

It is vital that the consumer be given facts upon which to make choices. And as long as this country is not allowed to practice comparative advertising, the consumer will not be able to do this.

All those arguments about why comparative advertising will damage small brands and so on are becoming less convincing as traditional advertising delivery falters and stalls. It is now time for an open and far more honest approach to advertising.

Only one small part

But, comparative advertising is only one small part of what could inject new life into a marketing discipline that is fast losing credibility.

The industry should not waste any more time, but put its creative heads together and look at ways of implementing what will have to be a radical makeover. Marketing is becoming far too expensive these days to play games. People who run big businesses are beginning to insist that, like everything else, advertising must produce a return on investment and be measurable every step of the way.

Advertising needs to rid itself of its trivial pursuit image and start becoming the serious, pragmatic business discipline it is supposed to be.