There's an interesting article about dramatic shifts in how marketers are thinking in Stuart Elliott's column in the October 10, 2005 edition of the New York Times.
Elliott covered the the 95th annual conference of the Association of National Advertisers, and he reported that marketers now realize that major changes in consumer attitudes, habits and behavior will require completely making over how products are advertised.
Interestingly enough, Elliot found that some companies are now moving away from traditional advertising into a greater emphasis on public relations and buzz marketing.
Here's what Elliott wrote:
As the Wachovia Corporation considers its ad spending for 2006, James J. Garrity, chief marketing officer, said in an interview, discussions include "spending more on public relations, significantly more on online and more in 'viral' or 'buzz' marketing" - as well as "less on traditional broadcast TV."
The interest in buzz marketing was piqued by a recent test in several small markets of a promotion carrying the theme "What is it?," Mr. Garrity said. The promotion included bank employees wearing "What is it?" T-shirts washing windows of cars as they drove up to drive-in tellers.
When consumers asked what "it" was, employees replied, "Customer service," he added, giving them a chance to discuss Wachovia products and services.
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