Jun 26, 2022
In Welcome to the Forum
Senior advertising research manager; assistant professor of marketing, Columbia University; and former Director of Research, Advertising Research Foundation: “My long-term concern is more about what I call 'mental blocking of ads'. This comes Jewelry Retouching from the continual reliance of marketers and their agencies on a mental model of advertising called “pause and repeat.” This is the model that emerged with the rise of paid advertising in mass media, especially radio and television in the 20th century. “The cluttered and interrupting nature Jewelry Retouching of this model, both online and offline, along with the poor quality of most advertisements, drives consumers into 'mental ad block'. I fear that this could lead to a loss of respect and trust in brands on all possible platforms. “I'm encouraged that more and more brands are adopting a mental model of 'engagement', which respects the customer, is open to two-way dialogue and Jewelry Retouching understands the creative interplay of content and context. This has led to three new ways of thinking about advertising in the 21st century: Advertising as a service. Brand communication that helps customers solve problems, improve their daily lives, help others improve their lives and learn Jewelry Retouching new things is increasingly used because it has objectives beyond the exposure and transaction. Tell stories. Topics and experiences that matter to customers are embedded (or connected) into brand stories in meaningful ways. On-demand advertising. Some Jewelry Retouching brands recognize that exceptional ads are valued for their usefulness or entertainment value. In this new approach, consumers actively seek out or share with others the advertisements they like. They interact with valued ads whenever they want. " Disclosure: Cheyfitz is a member of Jewelry Retouching the global advisory board for Wharton's Future of Advertising program. This article originally appeared in the April issue of Chief Content Officer. Sign up to receive your free subscription to our bimonthly print magazine.