Chaos Scenerio
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- 39steps
Has anyone read this?
Chaos Scenerio by Bob Garfield
"Now, however, an entire generation has grown up getting free con-
tent online without much advertising interruption, and they consider it
their birthright to do so. Moreover, they now have the technology — such
as TiVo, spam blockers, etc. — for avoiding advertising, which is exactly
what they do. For that reason, and because of the collapse of the mass-
media yin bodes poorly for mass- marketing’s yang, advertising does not
have a very bright future. This most likely spells a protracted nightmare
for the ad- agency business, which at the moment expresses equal parts
panic and Sorrellian denial. But if you happen to be in the business of
flogging goods — or policies or laws — fear not. All is not lost. Salvation
is within your grasp. Just listen. " -
- ukit0
Yes??
- 39steps0
thoughts on it?
- ukit0
I mean, how does it end. You stopped at the most dramatic part
- kpl0
sounds like independence day. but with account executives.
- 39steps0
ah, it's in the rest of the first chapter -
Can you hear it? In the distance? It’s a crowd forming — a crowd of
what you used to call the “audience.” They’re still an audience, but they
aren’t necessarily listening to you. They’re listening to each other talk
about you. And they’re using your products, your brand names, your ico-
nography, your slogans, your trademarks, your designs, your goodwill,
all of it as if it belonged to them — which, in a way, it all does, because,
The Art and Science of Listenomics 17
after all, haven’t you spent decades, and trillions, to convince them of
just that? Congratulations. It worked. The Great Consumer Society
believes deeply that it has a proprietary stake in you. Remember New
Coke fiasco? Epic “fail.”really interesting stuff. I'm doing a thesis on the future of consumer behavior - based on "the revolution" of the internet. but am trying to collect as much opinions/information on what other people are predicting - no point reading business books from the 80s that are sitting in the library .
- ukit0
Where's that image of the gun that points the wrong way?
- gabe0
i haven't read the book, but the concept seems like fear mongering to me...or at the very least an incredibly broad overstatement of a theory built on anecdotal evidence (at best). there is just as much in your face advertising today as there was before the internet (and "free***" content), though the circumstances in which you experience the advertisements are certainly very different.
i don't believe advertising is dying or going away—it's simply changing and evolving with the times (just like any other industry must to do see continued success). in fact, i think we're in a unique position to help steer the nature of advertising as it shifts during the 21st century. after all, it's our job to be ahead of the curve, isn't it?
*** // rarely is anything truly "free"
- I think that advertising is not dead. but i personally do not think it is effective - display ads at least - people need to come up with more creative solutions to integrating the products into our lives (LOST/AUDI/DIESEL) are leading examples of transmedia advertising which to me is more of a solution to the problem of uneffective display ads.39steps
- jetSkii0
Very interesting stuff. What program is this for?
I think if advertising doesn't become more thoughtfulness on its consumers then their doomed to fail.
- 39steps0
bachelor of design...fashion communications.
i want to know if there is a way I can make money - and how to tap into the future consumers - seems like working for publications doesnt make sense considering this guy claims they've all come close to bankruptcy. Even conde naste is doing a revamp of their business model.