Who: Josh McCarthy, online professor of marketing and Director of Online Marketing & Financial Operations for the JWU College of Online Education
Agree or Disagree with Article: Agree
His Defense: According to The New York Times, the average consumer in an urban area is exposed to 5,000 advertisements each day. From Facebook, radio, print, and outdoor ads, we are all inundated. As a result, we have all trained our minds to filter out the noise and only a few attempts to break through penetrate our daily lives. Storytelling is a much different approach to advertising that can be much more effective. As with all approaches, there is a right way and a wrong way to go about it.
In this article, author Adweek Scott Donaton, advocates that advertising and branding attempts should not be an interruption to our day. I have been travelling for work and last night I was trying to catch up on my hometown baseball team, the Boston Red Sox, by watching clips of the previous night’s game online. Before I could watch the clip, I was forced to watch a brand advertisement about Gillette Razors. I have to admit that I am completely the right target market for that advertisement; however, at that point it was really standing in the way from me getting what I wanted. It was nighttime and I was ready for bed, shaving was the last thing from my mind, and running that ad did not create any positive affinity between Gillette and me.
Storytelling is an entirely different approach, one that is much more captivating, and one that draws in an eager prospective consumer. Steve Jobs got this right many years ago, hence, why Apple is the powerhouse it is today. In his return to Apple as CEO in 1997, he completely challenged Apple’s current mindset that they were a computer company. In his famous quote he stated, “People who are crazy enough to think they can change the world are the ones that do.” Jobs went on to show a new branding ad for Apple computers that expanded that logic to propose that those who seek to change the world would do so on a Mac. Check out a video of his meeting and the ad here.
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