lunes, 4 de mayo de 2009

El gobierno de EEUU toma cartas en el GRAN asunto de la salud americana:

Los americanos están gordos, tienen un grave problema de obesidad: la dieta del país no les favorece y no son muy deportistas.
En España nos está empezando a pasar lo mismo: tenemos los niños más jodidamente obesos de Europa. Manda huevos! básicamente porque los tenemos mimados y nos comen Donuts y hamburguesas, que es lo que les gusta. Y los padres a decir que si, aha.

Los americanos, con 2 huevos, han hecho una pagina web para tratar de ponerle remedio. Además, el que demuestre que baja de peso, se le van a reducir impuestos. O algo así oí hace poco.

no sé pa que sirve este post pero oye, aqui queda...

Why most advertising doesn't work

Dave Trott

Why most advertising doesn't work

Robert Townsend was the CEO of Avis in the USA in the 1960s. His problem was Hertz dominated the car rental market. There were lots of smaller brands: Dollar, Budget, Econ-o-Car, Alamo, Avis.

Robert Townsend knew he’d need something special to change this situation. He thought advertising would be the flag-bearer for change. Inside and outside his company.

So he wanted to know which was the best ad agency in New York. Apparently he asked a dozen agencies, which were the two best agencies in town. Everyone said themselves and Doyle Dane Bernbach. Which was how Townsend found out which was actually the best agency in town.

Ciaran McCabe, who used to be a suit at CDP, sent me the extract from Townsend’s book where he talks about the campaign DDB did for Avis. He mentions the massive effect it had on sales. What he doesn’t mention is the effect it had on the entire population of the USA.

When I was there, everyone had to have some form of ‘We Try Harder’ badge, or T shirt, or bumper sticker. The line, the philosophy, and consequently Avis became part of the language. So much so, that Marines in Viet Nam began wearing the bright ‘Dayglo’ badges on their helmets.

These were too easily spotted, so the military had to ask Avis to print camouflage versions. For any clients that want to know how to get work like that out of their agency, read the simple 6 point document that details the relationship between the agency and client.

Then see if you can answer the question, why doesn’t most advertising work?

(Robert Townsend)

Ultimately we stumbled on the right question: "How do we get five million dollars of advertising for one million dollars?" (Our competition has five dollars for each dollar we have, and yet we have to pay the same price for cars, insurance, rent, gas, oil, and people.)

Finally, Bill Bernbach said: "If you want five times the impact, give us ninety days to learn enough about your business to apply our skills, and then run every ad we write where we tell you to run it.

Our people work to see how effective their ideas are.

But most clients put our ads through a succession of assistant V.P.'s and V.P.'s of advertising, marketing, and legal until we hardly recognize the remnants.
If you promise to run them just as we write them, you'll have every art director and copywriter in my shop moonlighting on your account."

Ninety days later, Bill Bernbach came out to show Avis his tremendous ads. He said he was sorry but the only honest things they could say were that the company was second largest and that the people were trying harder. Bernbach said his own research department had advised against the ads, that he didn't like them very much himself -- but it was all they had, so he was recommending them.

We didn't like them much at Avis either, but we had agreed to run whatever Bill recommended.
The rest is history. Our internal sales growth rate increased from 10 percent to 35 percent in the next couple of years.

Moral: Don't hire a master to paint you a masterpiece and then assign a roomful of schoolboy-artists to look over his shoulder and suggest improvements.

To keep people at Avis and at Doyle Dane Bernbach from violating Bernbach's vision of the ideal account, I wrote "The Avis rent a Car Advertising Philosophy," had it framed and hung in everyone's office (at both client and agency). It reads:

Avis Rent a Car
Advertising Philosophy

1. Avis will never know as much about advertising as DDB and DDB will never know as much about the rent a car business as Avis.

2. The purpose of the advertising is to persuade the frequent business renter
(whether on a business trip, a vacation trip, or renting an extra car at home) to try Avis.

3. A serious attempt will be made to create advertising with five times the
effectiveness (see #2 above) of the competition's advertising.

4. To this end, Avis will approve or disapprove, not try to improve, ads which are submitted.
Any changes suggested by Avis must be grounded on a material operating defect (a wrong uniform for example).

5. To this end, DDB will only submit for approval those ads which they as an agency recommend. They will not "see what Avis thinks of this one."

6. Media selection should be the primary responsibility of DDB. However, DDB is expected to take the initiative to get guidance from Avis in weighting of markets or special situations, particularly in those areas where cold numbers do not indicate the real picture. Media judgments are open to discussion. The conviction should prevail. Compromise should be avoided.