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What Happened To Advertising? What Would Gossage Do?, by Massimo Moruzzi
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Why don’t people in advertising like their jobs anymore? What is all this nonsense about the suddenly so-important “conversations” between a brand of butter and consumers? Do “branding campaigns” make any sense? If not, why are they so popular? What happened to the Creative Revolution? What has “Display” advertising, aka Banner Ads, on the Web become, if not the reign of large-scale, low-quality direct response? What about our obsession with Social Media? Do consumers really want to have “conversations” with brands? What is the real value of a Facebook fan? What are Social Networks if not private enclosures of the Web and advertising platforms? Lastly: who was Howard Luck Gossage, and why should we study his work and his words? What did Gossage understand and put in practice in the '60s that could be valuable to us today? Were he around today, What Would Gossage Do?
- Sales Rank: #829926 in Books
- Published on: 2015-07-31
- Original language: English
- Dimensions: 9.00" h x .22" w x 6.00" l, .32 pounds
- Binding: Paperback
- 94 pages
About the Author
Starting in 2000, I have worked or consulted for a number of start-ups from more countries than I can probably remember: Germany (Ciao); France (Meetic); Italy (Ennunci); Sweden (Twingly); Italy/Ireland (Zzub); Denmark (Atosho); Spain (Ducksboard); Italy/UK (VoiceMap); and Canada (Transit App). Unenthused about banner ads from day-1, I started a blog at dotcoma.it well before it was fashionable to do so, and later wrote a Book on the Web, Advertising and Social Media: What Happened To Advertising? What Would Gossage Do?
Most helpful customer reviews
3 of 3 people found the following review helpful.
It Must Have Been Cathartic
By Jeffrey Swystun
While there are quite a few misdirects in this book, I did enjoy the frenetic pace and desperate tone. That along with its short length has it come across as an impassioned speech for change. These short excerpts give you a sense of what I mean:
- "Hype and B.S. are nothing new in the world of advertising, but things are getting out of hand."
- we need "to end the delusional thinking and start doing creative work that actually sells products"
- "That's when I learned that stuff that doesn't work...that's code-named 'branding'."
- "When and why did the absurd idea that you can create a brand just with ads - worse, with vague ad empty 'branding campaigns' - come to pass"
- "Mediocre agencies found it simpler to babble about values, positioning, branding, etc. than to do the hard creative work necessary to say something interesting enough about a product to help move it off the shelves."
On one level Moruzzi is correct. Advertising has become entertainment not sales. Branding has become about mission-led organizations not sales. It allows the purveyors of those services not to be held accountable for...sales. Incredibly, that is why they exist but they shy away from the task. Moruzzi rants some more, "no empty and vague feel-good happy-shiny-people-holding-hand 'branding campaign' has ever created a brand."
Having worked in start ups, Moruzzi admits that the catalyst for this book is the ubiquitous but highly ineffective digital advertising. He likens this type of advertising to solutions in search of a problem. It is of the most intrusive and least relevant sort and the majority of the book is a rant against it alone. That is fine and well-deserved but what makes the book a little less credible is praise for traditional advertising from the famous Creative Revolution.
He highlights the same campaigns that any marketing and advertising book does from the Mad Men era. The problem in doing so is he is missing the point that there were only a handful of good ads that each iconic agency from that time continue to hold up as effective. Arguably, this time in advertising became a game of more not better. Teressa Iezzi, staff editor at Fast Company magazine and previously editor of Creativity, wrote in her book, The Idea Writers: Copywriting in a New Media and Marketing Era, “For every “Think Small” in the 1960’s there was a bottomless bowl of the same insufferable dross that’s served up on any given commercial break and that covers the ground from forgettable waste of everyone’s time and money to actively annoying disincentive to ever buy the product being advertised.”
Moruzzi holds up Howard Luck Gossage (1917–1969) or "The Socrates of San Francisco" as a beacon for today's marketers. Gossage focused on storytelling and knew he was in the business of selling. So that makes sense but he fails to link the perceived successes of Gossage to what digital marketers what must do today. I am more a fan of the now defunct N.W. Ayer agency. Their work is the true beacon from advertising's debated history.
He hits a few good points when he takes on social media. This starts with the observation that "most companies do not like their customers." He makes the point that companies are mistakenly sending customers to social media platforms away from their own site that they control. Moruzzi says, "Most companies are scared to death about getting out of their steel and glass castles and having to open up to the outside world. Look at their uninspired advertising. Look at their lame websites. But all of a sudden they want to be hip on social media? Who do they think they are kidding?"
On content he suggests that brands shouldn't post anything unless they are willing to pay to distribute. This he believes would improve the quality and cut down on the overall amount of communications. Lastly, the author makes a point that I have subscribed to. Marketers are always attracted to the next shiny new toy thinking it to be a magic panacea. So the industry has trained itself to chase fads while training consumers to disengage.
While I believe the book is not accurately titled, it comes clear what he is out accomplish. Moruzzi wants marketing to be a considered craft again. A craft whose purpose is to sell. I hope he writes another but that the topic be on the 9 startups he has worked on in the last 16 years. That experience has prompted him to be frustrated and jaded. A deeper exploration into that might prove more valuable.
3 of 3 people found the following review helpful.
Popping the Social Media Balloon!
By George Parker
As one of the original “Mad Men,” I have seen many changes in the advertising world over the last forty odd years. None has been as dramatic as the rise of digital and its offshoot, social media. In common with all the other “latest and greatest,” sweeping claims are being made as to the importance of making “social” an integral part of your marketing program. Assertions about its effectiveness are supported by soft metrics such as clicks, affinity, awareness, friending and so on. Now Massimo Moruzzi, who has lived through the trenches of the dot com implosion and now the ever accelerating growth of social media, is extremely well qualified to stick a giant pin in the ever expanding social media hot-air balloon. And by heck, he certainly does that. He delivers cogent, rational and incredibly researched evidence that social media is, in fact… Little more than another iteration of the smoke and mirrors the ad biz has subjected the unwashed masses to since the days of obscene graffiti advertising brothels on the walls of ancient Rome
3 of 3 people found the following review helpful.
The flies have conquered the flypaper
By TORRIERO GASPAR
“The flies have conquered the flypaper” but they don't know yet. Advertising is the mother of all business models on the web, but it does not move sales. Yet this truth is self-evident to everybody except advertisers. This book tries to seed the much needed seeds of doubt, with somber humour and lots of interesting quotes.
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