I got a comment a while back about the efficiency of TV over youtube and somehow that touched a chord. Mainly because we all know how GRPs and TRPs get computed, with no regard to the qualitative aspect. That means that really no one can say if the audience was paying attention, if they were in the room, etc etc, it's all based on averages and probabilities and all that.
And while i do not argue the efficiency of TV, I doubt it's effectiveness for the simple reason that it mindlessly feeds stuff into our brains and we most often do not react to that stuff. I think that TV does not cut it anymore because it does not offer two things:
- help and
Help in the sense that few campaigns actually provide the information that people seek leaving them with preconceived ideas and unanswered question
Choice in the sense that it does not ask people if they want to see and ad but simply push the ad like a hypodermic needle. And we all know where that theory went :-)
So, basically I would rather talk to less people who are aware of what I am saying than to a lot who are blind and deaf to my message. In the end it evens out :-)
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.