Corporations slowly embrace direct-response
Just read an interesting article about the profession that has suffered the most job losses in the past 10 years in the U.S.
Care to guess the sector?
It's Advertising and Promotion managers. A 65% job loss since 2002.
Now the article suggests the reasons are a decline in print advertising coupled with lower ad budgets for durable goods, especially cars when that U.S. industry almost went under couple years ago.
But I like to think companies are embracing direct-response over rah-rah look at me b.s. ads.
In the '90's I was with a large corporation. I started the direct marketing dept. when we had 250 employees and left 7 years later as we topped out at 2,500 employees.
They pretty much left me alone as the 'numbers' were always there.
But management still did many crazy promotions, wasted brochures, brag and boast ads- all created by cubes full of a clueless band of 'branders.'
And you only have to go to a corporate website, read a publication or turn on the T.V. to see inefficient advertising dollars are still flooding the market.
Just last year I was doing the 3rd project for a major U.S. corporation and they wanted me to help one of their customers get better results with their co-op ad budget.
It was in B2B and naturally, I developed a direct mail program.
When we had a conference call the barely above intern level marketing person at the company looked at my work and said...
..."there is too much copy. Less is more."
So even with the massive reduction in so-called Advertising and Promotion manager positions over the last 10 years, they still have a long way to go to clean out all the dead wood.
Anyway, here's a link to the article.
America
Care to guess the sector?
It's Advertising and Promotion managers. A 65% job loss since 2002.
Now the article suggests the reasons are a decline in print advertising coupled with lower ad budgets for durable goods, especially cars when that U.S. industry almost went under couple years ago.
But I like to think companies are embracing direct-response over rah-rah look at me b.s. ads.
In the '90's I was with a large corporation. I started the direct marketing dept. when we had 250 employees and left 7 years later as we topped out at 2,500 employees.
They pretty much left me alone as the 'numbers' were always there.
But management still did many crazy promotions, wasted brochures, brag and boast ads- all created by cubes full of a clueless band of 'branders.'
And you only have to go to a corporate website, read a publication or turn on the T.V. to see inefficient advertising dollars are still flooding the market.
Just last year I was doing the 3rd project for a major U.S. corporation and they wanted me to help one of their customers get better results with their co-op ad budget.
It was in B2B and naturally, I developed a direct mail program.
When we had a conference call the barely above intern level marketing person at the company looked at my work and said...
..."there is too much copy. Less is more."
So even with the massive reduction in so-called Advertising and Promotion manager positions over the last 10 years, they still have a long way to go to clean out all the dead wood.
Anyway, here's a link to the article.
America
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