Advertising

Advertising is so pervasive that like fish in water consumers swim through a sea of ads mostly oblivious to its existence. As such, advertising is much maligned and parodied as a waste of money. The quote famously attributed to Lord Beaverbrook - "I know that half my advertising budget is a waste of money. I just don't know which half." - is but one example.

Bad - that is to say, derivative, sloppy and bland - advertising surely isn't worth the ink it takes to print it let alone the fees the media charge to thrust it under the eyes, nose and ears of consumers.

Unfortunately, derivative, sloppy and bland messages comprise the vast majority of advertising so it's no wonder that consumers are so desensitized. If you live next to a pig farm (and can't move) you'll soon lose your ability to smell it.

However, for advertisers who are willing to be imaginative, funny, honest and original, this is good news because their ads will stand out like a diamond in a pile of…pig farm refuse.

Other keys to good ads are a clear understanding of the customer's needs and wants and a direct connection to the advertiser's product or service. Now, I didn't say "literal." Literalness is the bane of advertising, among other things. The response to, say, hunger isn't merely "food." It's "satisfaction." You can sell a lot more food if you can convey to the consumer that it not only looks, tastes and smells good, but that eating it will provide both a pleasant experience and a fond memory.

Steve's experience adds a professional, consultative, element to his natural listening skills. As a client, I appreciate his contribution to the strategic marketing conversation, which provides context to the branding and advertising ideas we discuss. Steve's appreciation for the local nuances of Sonoma County is important to us because that is our marketplace. I have been thrilled with the quality of Steve's work and am proud to have Summit's name on the banner. Terry Davis, President Summit State Bank Summit State Bank