Madison and wine

Madison & Vine, bok av Scott DonatonIn the convergence of Madison Avenue and Hollywood, there is a very real danger that content will be developed first and foremost with an advertiser’s needs in mind, and will only then seek an audience.
Forgetting that the consumer comes first is a surefire model for disaster, one that leads to weak products that are unable to attract an audience, or earn its trust if they do attract it. The public loses out. The media company loses out. The advertiser loses out.

Ett utdrag ur den nya boken Madison & Vine av Ad Age:s redaktör Scott Donaton, som handlar om hur underhållningen blivit en del av reklamen och vice versa. Han tar upp vilka följder närmandet mellan reklambranschen, symboliserad av Madison Avenue och film- och nöjesbranschen, symboliserad av Hollywood, får.

Product placement may seem like an effective marketing tool, but it’s a poor substitute for an idea.

Donaton är kritisk i många stycken. Både mot hur Hollywood styr reklambranschen och flatheten hos Madison Avenue och det dåliga självförtroendet i reklambranschen. (Ad Age)

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