Of ad-gurus' interest

M. R. Dua

All mass media derive their sustenance mostly from advertising. U n d o u b t e d l y , advertising is heart and soul of any stout, vibrant, sound media organization. The last few decades have witnessed a sordid state of media losing ad flow globally, causing deathknell to thousands of media outlets – distinguished daily newspapers, magazines and journals of highest quality and greatest value.
Since this book's focus is why is advertising dying, ask why is this happening? Blinded by profits and lured by market gains, advertisers would often bombard the media-user with heaps of unending ad-flows on all media spaces. To market their stuff, boring, listless, mundane ads are poured in torrents on media users endlessly, day in and day out.
So, to end this interminable monotony, the 'Adblockers' came to their rescue. By employing adblockers, media audiences enjoy the shows uninterruptedly; of course, depriving the advertisers' money's worth. One report says that adblocking is killing many an advertiser as well as the media outlets incurring losses bythe million. According to Andrew Essex's sources, as one in ten Americans used adblocker tools in 2015, it caused an estimated loss of $21.8 billion. Globally, nearly 93% adblockers, yoked in 2016 did start the slow end of advertising, argues the author.
Meanwhile, David Ogilvy, doyen, philosopher, kingconnoisseur and a recognized advertising wizard, is on record having branded advertising as the 'most effective medium of information' not entertainment. 'I want you to buy the product,' he once proclaimed, explaining the 'ad man's role in the universe.' But any more in 21st century.
As the author notes: 'Today any medium of information is obliged to be entertaining, lest it be discarded in the din.' For, he opines, unless the essential information is not aptly wrapped up in prodigiously absorbing, alluring entertainment, it doesn't find many takers, it

Since this book's focus is why is advertising dying, ask why is this happening? Blinded by profits and lured by market gains, advertisers would often bombard the media-user with heaps of unending ad-flows on all media spaces. To market their stuff, boring, listless, mundane ads are poured in torrents on media users endlessly, day in and day out.

The transit elevated bus on a road test in Qinhuangdao won't make any dent. But then, there's a catch. Any essential information laced with too many ad messages is a big no, no. So, the clever viewers with innovated minds have designed techniques to block the ads… the adblockers.
Consequently, majority of electronic media audiences, including television, radio, internet and numerous other gadgets employ 'adblockers,' occasioning the end of, or prompting demise of the relentless advertising flow. So that the young generation, and even elderly people are 'embracing ad-blocking' tools. They get annoyed with too many uninteresting ads too frequently encroaching their most cherished, valued privacy.
Thus, underlines the author, the 'BEAUTIFUL & AND ADFREE'manifesto of media outlets is catching up, as he points out: 'it was time for advertisers to realize that people of all ages really, really don't like being annoyed. And ad, almost always, were annoying. There's nothing beautiful, let alone useful, not to mention authentic, about being interrupted, distracted or annoyed by something you didn't choose to see.'That's how the adblocker was innovated. This is true particularly in case of 'television commercials that lack creativity, are annoying, excessive and disruptive.'
Currently, the World Wide Web, too, is dominated by a booming ad-trend, forcing users to endure these somehow. But, soon, as the people who won't want adinterruptions, and they won't feel it's 'beautiful and ad-free,' and, therefore, wouldwant blocked. With ad-blocking around, marketers and advertisers also will have to'rethink ads' to save the ad world from total extermination.
Only then, the trillion-dollar marketing and advertising industries worldwide would be impelled to reinvent and redraft their ad strategies. The author says that a way out seems to be -- from 'ad-age' to e-Marketer. The 'Native' advertising approach is another. That is: to compartmentalize ads according to the gender / class of viewers / geographic regions whom the ads concern most.

On the future of advertising, the author's considered view is: reinvent the industry. He advocates: "Without a higher purpose, without infusing a set of moral principles into advertising's best practices … ad blocking revolution will just continue to expand;" he lists 10 moral principles to set out new ad 'horizons.'

But, obviously, all is not all well in the future for this centuries-old 'unloved industry' that advertising has been, opines the author."A new norm would be necessary. The old box wasn't working anymore, and everyone would have to outside it.'' Something prudent to brood over! The book's second part dwells on advertising's early origins in US, digging into what led eager marketers' breakneck lapping it up, ultimately leading to consumers' disgust and despise towards its current trends.
In its third part, the author elaborates the so-called 'great' advertising's future as it's panning out on the WWW, where Facebook's ads minted $1 billion in 2017's first quarter.
Several ads being noticed on the net don't meet the desired standards, and are, therefore, bound to meet the sad end as the traditional ones did. For surviving in the future, ad guru David Ogilvy had suggested 'direct to consumer,'/ fact-based approach, instead of ' f l a t u l e n c e ' — c r e a t i n g excessive noise, blowing up product's attributes only. On the future of advertising, the author's considered view is: reinvent the industry. He advocates: "Without a higher purpose, without infusing a set of moral principles into advertising's best practices … ad blocking revolution will just continue to expand;" he lists 10 moral principles to set out new ad 'horizons.'
Though the book is written with American ad scenario background, it should interest India's ad gurus, and marketers, whose ads crowd television and FM radio shows.
The book's racy style, the author's intimate knowledge of local ad culture and, above all, ad-psychology are conspicuous, indeed.



		EDITOR'S MAIL MATTERS OF PUBLIC POLICY NIA ACTS LANDMARK VERDICT HISTORIC JUDGEMENT MODINAMA REALPOLITIK ECONOMIC SCENE FRANKLY SPEAKING JAYALALITHAA LEGACY JAYALALITHAA LEGACY CHANDIGARH DIARY AMERICAN DIARY MEDICAL ADVANCEMENT HITS & MISSES CRICKET DIARY BOOK BAZAAR BOOK BAZAAR SIGNS OF THE TIMES MISSING ROAD SENSE YOGA IN DAILY LIFE FILM-MAKING ART OF LIVING Issue:Sep' 2017 Subscribe Now	A BOOK BAZAAR Of ad-gurus' interest M. R. Dua All mass media derive their sustenance mostly from advertising. U n d o u b t e d l y , advertising is heart and soul of any stout, vibrant, sound media organization. The last few decades have witnessed a sordid state of media losing ad flow globally, causing deathknell to thousands of media outlets – distinguished daily newspapers, magazines and journals of highest quality and greatest value. Since this book's focus is why is advertising dying, ask why is this happening? Blinded by profits and lured by market gains, advertisers would often bombard the media-user with heaps of unending ad-flows on all media spaces. To market their stuff, boring, listless, mundane ads are poured in torrents on media users endlessly, day in and day out. So, to end this interminable monotony, the 'Adblockers' came to their rescue. By employing adblockers, media audiences enjoy the shows uninterruptedly; of course, depriving the advertisers' money's worth. One report says that adblocking is killing many an advertiser as well as the media outlets incurring losses bythe million. According to Andrew Essex's sources, as one in ten Americans used adblocker tools in 2015, it caused an estimated loss of $21.8 billion. Globally, nearly 93% adblockers, yoked in 2016 did start the slow end of advertising, argues the author. Meanwhile, David Ogilvy, doyen, philosopher, kingconnoisseur and a recognized advertising wizard, is on record having branded advertising as the 'most effective medium of information' not entertainment. 'I want you to buy the product,' he once proclaimed, explaining the 'ad man's role in the universe.' But any more in 21st century. As the author notes: 'Today any medium of information is obliged to be entertaining, lest it be discarded in the din.' For, he opines, unless the essential information is not aptly wrapped up in prodigiously absorbing, alluring entertainment, it doesn't find many takers, it Since this book's focus is why is advertising dying, ask why is this happening? Blinded by profits and lured by market gains, advertisers would often bombard the media-user with heaps of unending ad-flows on all media spaces. To market their stuff, boring, listless, mundane ads are poured in torrents on media users endlessly, day in and day out. The transit elevated bus on a road test in Qinhuangdao won't make any dent. But then, there's a catch. Any essential information laced with too many ad messages is a big no, no. So, the clever viewers with innovated minds have designed techniques to block the ads… the adblockers. Consequently, majority of electronic media audiences, including television, radio, internet and numerous other gadgets employ 'adblockers,' occasioning the end of, or prompting demise of the relentless advertising flow. So that the young generation, and even elderly people are 'embracing ad-blocking' tools. They get annoyed with too many uninteresting ads too frequently encroaching their most cherished, valued privacy. Thus, underlines the author, the 'BEAUTIFUL & AND ADFREE'manifesto of media outlets is catching up, as he points out: 'it was time for advertisers to realize that people of all ages really, really don't like being annoyed. And ad, almost always, were annoying. There's nothing beautiful, let alone useful, not to mention authentic, about being interrupted, distracted or annoyed by something you didn't choose to see.'That's how the adblocker was innovated. This is true particularly in case of 'television commercials that lack creativity, are annoying, excessive and disruptive.' Currently, the World Wide Web, too, is dominated by a booming ad-trend, forcing users to endure these somehow. But, soon, as the people who won't want adinterruptions, and they won't feel it's 'beautiful and ad-free,' and, therefore, wouldwant blocked. With ad-blocking around, marketers and advertisers also will have to'rethink ads' to save the ad world from total extermination. Only then, the trillion-dollar marketing and advertising industries worldwide would be impelled to reinvent and redraft their ad strategies. The author says that a way out seems to be -- from 'ad-age' to e-Marketer. The 'Native' advertising approach is another. That is: to compartmentalize ads according to the gender / class of viewers / geographic regions whom the ads concern most. On the future of advertising, the author's considered view is: reinvent the industry. He advocates: "Without a higher purpose, without infusing a set of moral principles into advertising's best practices … ad blocking revolution will just continue to expand;" he lists 10 moral principles to set out new ad 'horizons.' But, obviously, all is not all well in the future for this centuries-old 'unloved industry' that advertising has been, opines the author."A new norm would be necessary. The old box wasn't working anymore, and everyone would have to outside it.'' Something prudent to brood over! The book's second part dwells on advertising's early origins in US, digging into what led eager marketers' breakneck lapping it up, ultimately leading to consumers' disgust and despise towards its current trends. In its third part, the author elaborates the so-called 'great' advertising's future as it's panning out on the WWW, where Facebook's ads minted $1 billion in 2017's first quarter. Several ads being noticed on the net don't meet the desired standards, and are, therefore, bound to meet the sad end as the traditional ones did. For surviving in the future, ad guru David Ogilvy had suggested 'direct to consumer,'/ fact-based approach, instead of ' f l a t u l e n c e ' — c r e a t i n g excessive noise, blowing up product's attributes only. On the future of advertising, the author's considered view is: reinvent the industry. He advocates: "Without a higher purpose, without infusing a set of moral principles into advertising's best practices … ad blocking revolution will just continue to expand;" he lists 10 moral principles to set out new ad 'horizons.' Though the book is written with American ad scenario background, it should interest India's ad gurus, and marketers, whose ads crowd television and FM radio shows. The book's racy style, the author's intimate knowledge of local ad culture and, above all, ad-psychology are conspicuous, indeed.