In my previous post I stated that USF students get advertising. I base my assumption on the praise that they received from Papa John's owner John Schnatter. Schnatter was a judge in a contest that the school's Zimmerman Advertising Program held this previous semester. The object was to create an ad campaign for Papa John's Pizza. I also make the assumption that since the students themselves make up a large portion of Papa John's market, they have a good feel for what advertising connects with them - as the consumer. Now, if you will kindly pardon all this assuming, let's move on.
I love advertising. Not all of it, just the part that actually connects with the prospect/consumer. I am one of those hombres who look at all of the ads in a newspaper or magazine. And I love to evaluate TV commercials. Now tighten up the circle 'round the campfire brothers and sisters, because here is the part that's going to hurt ninety-nine percent of the advertisers out there: You have my attention. Okay, no pain there. Please place this twig in your mouth and bite down - hard: Your ads reinforce the calluses layered on top of my interest...the ones you place there week after week.
One of my questions is, "Who is responsible for the ads?" I am not from the ad industry so I don't know all of the ins and outs of the biz. It seems to me however, there are certain folks in this equation. The advertiser and his/her customer. Just from simply viewing ads I can feel conflict. The customer might think his company is superior to competition..."come to me, I am number one." The ad people's creative types are trying to elbow in their talents. The weak account rep gets smothered between the two. The advertiser-owner chases some industry prize and has taken his eyes off of what is important.
Does anyone wonder what the prospect/consumer might be thinking in the first place? And if they do, can they address this concern without cluttering up the ad space that they have to work with?
Actually, the USF students might not have even inlcuded advertising in magazines or newspapers in their ideas - thereby drilling down to what might actually work for them as a consumer. To "get it," the advertiser must get closer to the prospect/consumer and to that end, the USF students do get it.
You know what would really be cool? If Papa John's worked with the ad campaign proposed by the winning team of students, measured the results and provided feedback back to the class.
Comments