Being Beta

Exercises in the higher banter with One of 26. Elsewhere called 'poet of adland'. By a whipple-squeezer. Find out why being beta is the new alpha: betarish at googlemail dot com

Wednesday, July 16, 2008

Describe advertising

A thought experiment: can you actually *define* what advertising is? I'm not as interested in dictionary definitions; more ones about process. Something like:

* Clients decide they need a message to reach current and potential customers
* Planners decide what that message should be
* Creatives make the message pretty
* Media people decide where the message goes
* Account handlers get the client to pay for everything
* Customers receive and then act on the message

Sound fair? What is missing?

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