How we think
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John Rose's Blog

Marketing Overload?

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When I began in this business, the Communications Mix primarily referred to a combination of conventional media vehicles -- TV, radio, outdoor and print. Then sponsorship, point-of-sale and promotion became part of the formula. And eventually, public relations won a seat at the table. As each marketing discipline reaches a certain level of maturity, they are “blessed” by the significant brands that deploy them and they become an integral part of the marketing playbook.
Today, there is a dizzying array of choices. In addition to traditional media, sponsorship, point-of-sale, promotion and public relations efforts, there is experiential marketing, rewards & incentives, digital communications, website content, search marketing, Facebook (and Vkontakte in Russia), Twitter, YouTube, FourSquare, LinkedIn, and more. And the list keeps growing. Not to mention the blurring of marketing with sales, customer service and internal communications.
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Is Advertising Dead?

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Of course not.
Advertising is the process of acquiring an opportunity in a public medium to persuade someone to watch/listen/read what you have to say about your company, brand or product.
The choice of medium may evolve and change; the form and substance of the messages may change. But the process for marketers remains the same.
We still begin by arriving at an intimate understanding of the product and the customer, followed by the hunt for a creative solution that will compel affinity or purchase.
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