Re: Why online advertising sucks

From: Geri Konstantin <geri_at_virtualadv.com>
Date: Thu 19 Apr 2001 09:22:39 -0600

JENNIFER PAUL <jpaul_at_youngdrivers.com> WROTE:

> In the USA, kids aged 8-12 spent an estimated 55.7
> billion in 1999. It's estimated that their influence
> on parental spending was around $485 billion in that
> same year everything from clothes to snacks, groceries,
> vacations, computers, cars the list goes on and on.
> Don't forget that 7 year olds do grow up. When they're
> 30, they'll still drink Coke because they grew up with
> the advertising. I couldn't start to buy something
> different now... it just wouldn't be the real thing.

> Take a look at the latest Mazda ads zoom, zoom, zoom
> I don't hear anyone laughing.

I cringe when I hear these kids have so much influence
over their parents. Maybe this explains the school
shootings. No respect for elders. No discipline. Oh
well... I would hope these 7-year olds drink Coke
because they like the taste, not because of the
advertising... If it were that easy to sell people
products just by showing them commercials year after
year, us Ad people would all be out of a job.

And I'm glad you reminded my about Mazda's zoom, zoom,
zoom, because I forgot what product those commercials
were for.

Remember "Zoom" has meaning to more people older than 7.
It says the car goes fast, which is tailored to Mazda's
customer long-standing demographics - "sporty" types. But
Mazda isn't likely to be laughing all the way to the bank
with these ads . Their sales need boosting now, not 10
years from now when these 7-year olds whom you apparently
feel the commercial is directed are driving..... These
commercials are not likely to do it. Besides, I doubt
many parents would say ok if their kid said - "Daddy-
buy that car it goes zoom"

(and in case you wondered, I helped introduce the Wankel
engine to the US in the mid 70s and did Mazda Dealer
advertising successfully for over 10 years in the 80s-90s)

Geri Stunz Konstantin, Principal
Stunz | Konstantin
Advertising | Website Development | Search Engines
Boca Raton, FL
Geri_at_StunzKonstantin.com



Received on Thu Apr 19 2001 - 10:22:39 CDT