The Four Ts of Advertising, and why it doesn’t work


Wasp2If marketing has the “Four Ps”, advertising in its current form has the “Four Ts”- Turgid, tragic, tired, and terminal. Advertising is trying to be an end in itself, and it’s blowing it, badly.

Saturation advertising only makes real sense if you’re trying to get a campaign across. Even then, you don’t need to eat up air time. 90% of the audience won’t be interested after the second ad. Those interested don’t really need to be told the same thing endlessly.

Yet, in the “turgid” category, that’s what happens. Enormous sums are spent to tell people something they already know, and more to the point, know what they think about it. Even direct marketing doesn’t sink to these depths. Continue reading