Re: [projectvrm] Peak ads, from the advertiser POV

[Alan Mitchell < >]

Hi Don,

I agree with you that signalling is important, but I don't think it's the
whole answer. From behavioural economics we now know that familiarity is
important - people are more likely to buy a brand that is familiar versus
one that is unfamiliar. So 'brand fame' is another reason to advertise.
Then, in magazines like Vogue the ads are 'part of the service' - part of
why the buyer buys the product: looking for inspiration.

The trouble with the word advertising is that like the word 'colour' it's
a blanket term covering a myriad of different processes and functions that
work in different ways.

We need to understand this in order to understand where and how VRM can
make a positive impact. For example, intent casting will have marginal
effect on display advertising precisely because of signalling, fame, and
other factors. On the other hand, it could have a dramatic impact on
various forms of direct marketing driven by theories of 'relevance' Š

A 


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On 10/03/2015 04:48, "Don Marti" 
<
 >
 wrote:

>Doc cited this when it came out in 2013...
>  THE THEORY OF PEAK ADVERTISING
>  AND THE FUTURE OF THE WEB
>  http://peakads.org/images/Peak_Ads.pdf
>
>Now here are many of the same points, from a
>marketer's point of view:
>  The Law of Shitty Clickthroughs
>  http://andrewchen.co/the-law-of-shitty-clickthroughs/
>
>  "First it works and then it doesn't."
>
>Why do some ad media get depleted while others don't?
>
>Why are banner ads "slash and burn" while magazine ads
>are "permaculture"?
>
>IMHO it comes down to signaling. If the medium
>provides for an exchange of information (attention
>from buyer traded for signal from seller) it stays
>useful.  As soon as either side figures out the other
>is trying to get something for nothing, the medium
>declines from its "peak".
>
>-- 
>Don Marti         
>http://zgp.org/~dmarti/
>