With the daily rapid growth of digital media, the advent of technologies like PVR decoders, ipod jacks and playstation 3’s/xbox’s that aid in avoiding all the “intrusive” advertising messages that pester you like a highly persistent Indian salesman. Is traditional media still having the impact that AMPS and all the other statistical bullshiters claim that these mediums are having? Because surely with the advancement of all these technological innovations that more and more people are getting access to, the number of people who are exposed to advertisers’ messages that are transmitted through traditional channels must be decreasing?
If we had to assume that the numbers of germane consumers reached are decreasing, why the hell do we still get media planner’s bullshitting their clients into believing that their media selections, which for obvious reasons, more often than not don’t include digital media, are reaching their target audiences? Why are media planners still selling their crap using textbook words like “frequency” which translated into consumer speak, basically mean, seeing the same annoying advert every time you channel hop, or even seeing that ad that you love so many times that it literally starts annoying you like a song that you once loved but now loathe because it’s been overplayed.
Then on the other hand you have traditional media owners raising their prices supposedly because of inflation to reach an ever declining audience. Is this whole advertising game a bloody scam that the likes of Google and their precisely measurable methods of marketing communication are exposing? Maybe the question to ask here is, will media planners, traditional media owners and that pesky crap they call amps still be relevant in a couple of years time when Generation X will be running this country?
I strongly believe that should we not see any progressive innovations from these people whom I’m convinced are colluding and coming up with nonsensical statistics and creating buzzwords for their own survival, there will be a large number of "advertising people" working at a Pick n Pay near you, scanning bread and milk while reminiscing about the days of the notorious 16.5% and telling their supervisors about the importance of “reach, frequency and “lifestyle” appeals in advertising. While real marketers present real reports with real figures and not statistics to their smiling clients, of the outcomes of a recent campaign that entailed ppc and adwords.