RE: Unwanted Audio Ads (why not just turn speakers off?)

From: John Gaskill <jg_at_info-central-usa.com>
Date: Fri 13 Jul 2001 11:13:01 -0500

CARMEN PAULINO <clpsf_at_mindspring.com> WROTE:

>Why should the Internet be locked in to standards of
>operation we don't even give a second thought to in
>the physical world? We have enough problems developing
>sites and applications with proper customer servicing
>and tons of wasted hours resolving third-party browser
>bugs, etc., without also having to design to each
>person's personal likes and dislikes.

No one is asking for legislation to require that
sound controls be left in the hands of the ad recipient.
If you want to create ads that antagonize your
audience and prospects that is up to you.

What is being suggested is that advertisers and ad
creative and development types exercise restraint (or
"good judgement" if you prefer the term) when preparing
ads or campaigns which have the power to disrupt,
shock or surprise a user.

If the hypothetical user we are discussing had been
someone's lovable "grandpa" and had he experienced
a heart attack and died from the shock of an audio
ad, instead of merely being "fired" would this thread
have followed the same course? I think not.

One of the hallmarks of good advertising is that it
embraces more possible prospects than fewer. In the
case of the audio ad for I-A, the ad developer could
have provided two or three different sound tracks,
each at different volume levels and labeled them
"quiet voiceover"; "sfx & voiceover"; and "loud sfx
& voiceover", and placed buttons in the ad itself.
Yes, it costs more, takes more delivery resources,
etc., but who knows if the result would be positive.

Remember, psychological research has demonstrated
over time that the shock value you apply to get an
ordinary reaction today will have to be increased to
get the same reaction in the future.

Don't dig yourself into a hole from which there is
no escape. Always consider the customer first.
Granted, there are different tastes. Serve them,
don't abuse them. That is how fortunes are made.

Regards all,
 
John Gaskill
jg_at_Info-Central-USA.com
http://Info-Central-USA.com



Received on Fri Jul 13 2001 - 11:13:01 CDT