July 28, 2005

The Procter (and Lever) way

Are P&G and Unilver ad-making formulas outdated?

The endless "copy and paste" editing of the offline footage, the piece-meal approach with the "problem-solution" demonstration ... are they still working?

As someone already stated: "the use of rational arguments makes us draw up conclusions; emotions makes us react, therefore ... decide a course of action.".

But every case depends on its context per se. And the debate between marketers, advertising people and neurologists is far from being closed.

"Isn't it totally amazing, as the kids might say, that Procter & Gamble, the world's largest advertiser, isn't sure whether emotional appeals or product demonstrations work best at driving sales?

And doesn't it also defy belief that there's confusion at P&G about who exactly is supposed to approve ads? Agencies apparently didn?t even know about its 5-year-old 'single-point-accountability' policy of naming and sticking with one decision-maker for each ad."

[Source: Adage | Via: MC Planner]

1 comment:

Anonymous said...

check out P and G's sparkle girls campaign to see how they are experimenting with marketing via a fictional blog www.sparklebodyspray.com