If You Want To Hit Your Target, Hunt With A Shotgun

Grumpy Brit reminds us that an overzealous focus on efficiency is not the best approach for mass marketers.

The most common complaint against “traditional” advertising is the waste factor. According to the precision-guided-missile school of marketing, any message that reaches anyone who is not an immediate prospect for purchasing the product is wasted. And these people call themselves capitalists.
The reason western economies are so prosperous is because everyone buys stuff they can’t use and don’t need. Everyone knows it, everyone’s complicit in the conceit, it’s the way we live. And if it weren’t, we’d have an economy more like Canada’s when the Hudson’s Bay Trading Company opened for business in 1670.

The man has a point. Although, I might add that environmental conditions in the 17th century were utterly pristine.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.