Focuses on “bad” advertising commercials and asserts that such advertising is not because of a lack of creativity, entertainment value or money for production. Bad advertising is often because advertising creators fail to focus on potential end customers, and what they need to see and hear.

The power of advertising is presumed and people behind most public service advertising campaigns see advertising itself as the solution. An advertising campaign that aims to serve a social goal faces many pragmatic obstacles. Advertising professionals contribute to this problem. Just because...

Focuses on the importance of marketing from the customers’ point of view when the target markets are in different demographic groups from those of the advertising agencies’ staff or marketing managers. States that mass communications work must take place within a context of understanding the...

Purpose – In all mass media advertising, the increasing advertising to editorial ratio is causing audience inattention and consumer complaints. The usual solutions are more creative advertising or better hiding of the messages within the editorial content. This discussion aims to describe the...

Purpose – The purpose of this article is to examine US cinema audiences' reactions to advertising. Cinema advertising and other failures of customer relations management by movie exhibitors explains how consumers are discouraged from going to a cinema to see newly released movies. To avoid...

Purpose – This paper aims to note the imitation of apparently successful advertising as a replacement for thought by too many advertisers, misapplying the tactics of what seem to be past successes by other companies to current situations, sometimes not even attempting to find insight relevant...

Purpose – This paper aims to assert how common yet unfounded claims to persuasion power are not in the best interest of marketing professionals. News reports of any pervasive marketing activity include a direct assertion, or at least an implicit presumption, that business managers do it...