From Thomas J Barratt’s Pears Soap slogan to the different varieties we see on different mediums today, advertising was, is and will always be an ever changing, evolving concept that can never be defined absolutely. We can only look at the basis of what it does, which is making a consumer aware of a product and creating a usage desire. Then comes a whole lot of strategy, planning, psychology, tone & manner, design and then it’s all put together. Like all kinds of evolution, though, it is fluid in its scope. It is defined by the world and the way it works and it adapts with the world.
Now, the way advertising is viewed, mainly because everyone needs to do it, is a very ambiguous perception. Some of the novice marketers think they don’t need to understand anything to advertise – they can just slap on any text to any image and the concept will sail. It takes away the beauty of the process and the planning and strategy used and makes people think advertising is easy.
Like many fields before it, technology has improved enough to let the common man participate in the field, but that has led to ad agencies becoming lazy, stagnant and reactive. The client explains everything they want and the agency works on it rather demurely, with a certain air of uncertainty, mixed with their own insecurities about their abilities.
That’s not how advertising was, though. Advertising was about being proactive. It was about the advertisers being viewed as specialists, who were valued. One in a million, instead of a dime a dozen. Advertisers had more freedom to go crazy with their ideas and show clients what creativity is about. Creativity that made clients go, “Wow! I didn’t even think of that!” instead of, “Okay. I got what I asked for. This is good.” The wow factor isn’t present anymore.
That’s exactly what Reverse Advertising focuses on. Taking ideas to the clients that they had no idea they wanted. Like Steve Jobs once said, “It’s not the consumers’ job to figure out what they want”. It’s your job to lead them and show them what can be, if you truly want to stand on top of your field.
Check out www.reverseadvertising.in to know more about this paradigm shift in the approach to advertising.