Is the Way We Understand Advertising Changing?
Gavin MacDonald, The Leith Agency, debates whether the young, ad aware, sophisticated consumer we keep hearing about is really out there
Once, if an ad didnt tell you something new about a product, you didnt buy it. Then, as advertisers woke up to the fact that their closely guarded functional benefits were being copied by competitors five minutes later, a new style of advertising emerged, one which prized brand values above functional benefits. Consumers developed relationships with brands based on this emotional delivery. They bought them if it felt right.