Do we trust advertising?

According to the 2008 study done by TNS Research Surveys on the general attitudes towards advertising in South Africa, 65% of respondents said they believe in the power of advertising, while 73% said it provides entertainment and 76% said they like to see or hear new ads.

The survey, presented by TNS director of innovation and development Neil Higgs, also found that 60% of people hate ads and 74% said there are lots of boring ads around.

“Not about trust”

Renee Silverstone, CEO of The Jupiter Drawing Room (Johannesburg), said, “It is not about trust. People already trust brands that deliver on their promises, so if your brand does not deliver on its promise your ad will become irrelevant and less credible.”

The TNS survey was determined by the contributions of factors such as entertainment value, information value, role in everyday culture, trust and credibility, and irritation and dislikes.

Gail Curtis, group CEO of Saatchi & Saatchi and head of its Africa Network, said, “I agree that there is a lot of crap out there, but I also believe that the great ones are really working.”

Some say the advertising agency has lost the plot and succumbed to the temptation of ‘profit first, quality later' mentality as competition gets nasty and digital revolution triumphs, pushing the industry into a sea of empty imagination, false claims, exaggeration and lies of silence.

“Have stopped telling the story”

Curtis said, “By definition, the advertising industry consists of an emotional connection with consumers. We, as an industry, have stopped telling the story.”

MD of Ogilvy Julian Ribeiro added, “Let's have a real conversation and find new ways to engage consumers. Look at the cosmetic products, there is a lot of complaints directed against them.”

Commented Reg Lascaris, TBWA regional president for Africa and the Middle East, “If you make a claim that your product does not deliver, your brand won't succeed. Advertising is about content. Let's deliver good content. Otherwise, consumers will shut us down and look elsewhere.”

The rise of new media means ad agencies must redefine their strategies and find innovative ways of doing business. But Silverstone insisted that a big idea dictates the media vehicle and that a great advertising is about a good idea.

“Find new ways”

Harry Herber, group MD of the Media Shop, said, “Let's deconstruct the entire paradise and find new ways of doing things.”

Furthermore, Curtis said people should be cautious how they use new media. “TV is still the most powerful medium of advertising and market should take media and communication very seriously, ensuring that they include them to fill the gap. Ad agencies should be the custodians of brands.

“Brands are your assets which many consumers relate to, so don't rush to cut marketing budgets when times are tough. Think about [the] millions of consumers out there and put them at the centre of organisations and think how best you can engage them.”

The Journal of Marketing is an official publication of the Marketing Association of SA. For more information, go to www.jom.co.za and www.tns-global.com.