![]() |
Why your advertising is a waste of money |
How many times has your agency told you: “It’s all about ‘what, where and how much’”?
Furthermore, ads contain the seemingly familiar: a visual of a house or street scene (portrayed like everyone else’s), with headlines plucked from the same headline book that’s been doing-the-rounds since the days of Prowting!
In short, they follow a convention.
The problem with creative conventions, is that all the ads converge into looking the same. Net result, a confused consumer who can’t establish the difference between housebuilder X & Y. (Go on, cover the logos and tell us we’re wrong!).
And as one of the original New York Mad Men, Bill Bernbach said: “familiarity breeds apathy”.
So, this ‘Rule of the 3 Cons’ (convention= convergence = confusion) is to be respected, because it’s counter-productive and a huge waste of money, with millions upon millions spent, unbelievably, compounding a lack of differentiation.
Next month we’ll share ideas on how to avoid ‘the 3 cons’. In the meantime, take a long, hard look at your ads and those of your competitors.
Making sense of marketing
in the digital age
Third Floor, Towers Point
Towers Plaza
Wheelhouse Road
Rugeley, Staffordshire
WS15 1UN
Glen Mitton Limited. All Rights Reserved
ISO |  Privacy Notice & Cookies