Business Services Industry
Send in the clowns.
Australasian Business Intelligence, June, 2002
ABIX via COMTEX) -- The global advertising industry in mid-2002 is confused about what it should be. Advertising pioneer, David Ogilvy, used to eschew clever puns and self-indulgent humour in advertisements, because they deflected the market's attention from the product or service the advertisements were supposed to be promoting. However, today's advertising is often not about product at all. Nike's commercials are about Nike and its "Just Do It" immediacy. In the US, Budweiser advertisements are not about beer but about Budweiser. Ford Britain is shifting its focus towards data mining, so that it can communicate with individuals about custom-made products.
Publication Date: July 2002
NIKE INCORPORATED: BUDWEISER: ANHEUSER-BUSCH COMPANY INCORPORATED:...
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