Finweek English Edition - - ADVERTISING & MARKETING -

ad­ver­tis­ing is the “Cin­derella medium” of ad­ver­tis­ing, unattrac­tive to the in­dus­try’s best tal­ent be­cause of the lack of peer recog­ni­tion and cre­ative awards, ac­cord­ing to a doc­toral thes is submitted by Thérèse du Plooy to the Univer­sity of Pre­to­ria.

“The re­luc­tance of crea--

tive spe­cial­ists in ad agen­cies to de­sign mes­sages specif­i­cally for out-of-home (OOH) ad­ver­tis­ing needs to be ad­dressed,” writes Du Plooy. The pri­mary ob­jec­tive of out-of-home ad­ver­tis­ing is of­ten to sup­port the theme of the lead­ing me­dia in an in­te­grated mar­ket­ing cam­paign to de­sign mes­sages specif­i­cally for OOH ad­ver­tis­ing. This is de­spite the cre­ative po­ten­tial of the medium be­cause of its ex­tra­or­di­nary size, three-di­men­sional de­signs and in­creas­ing va­ri­ety.”

Although cre­ative awards are highly prized by ad­ver­tis­ing agen­cies, the real success of any cam­paign should be mea­sured against achiev­ing the ob­jec­tives of the ad­ver­tis­ers.

“It seems that the un­bundling of the me­dia func­tion can re­sult in los­ing a uni­fied vi­sion of a cli- ents’ ad­ver­tis­ing strat­egy, by hav­ing too many sep­a­rate teams from the ad agency, the me­dia agency, the OOH spe­cial­ists and even the ex­ter­nal pro­fes­sional mar­ket re­search com­pa­nies, all work­ing on dif­fer­ent sec­tions of an ac­count.

“Thi s re­sults in asilo ap­proach, with lit­tle syn­ergy be­tween the mes­sage and me­dia com­po­nents of a plan. When sep­a­rate agen­cies work on the me­dia and mes­sage plans, this puts a bur­den on peo­ple to com­mu­ni­cate prop­erly. Com­mu­ni­ca­tion be­tween agen­cies is not al­ways as good as when they are in one or­gan­i­sa­tion. Ver­ti­cal in­te­gra­tion and com­mu­ni­ca­tion be­tween th­ese role play­ers are cru­cial fac­tors in mak­ing me­dia un­bundling work.”

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