Title: What Happened to Advertising? What Would Gossage Do?
Author: Massimo Moruzzi
Review: The introduction of What Happened to Advertising basically lays out the book and what Moruzzi will be discussing throughout, while not a massive non-fiction reader this book interested me because I run my own business and advertising is a massive part of any business. Chapter 1 discusses branding and click-through ads and how these things despite their fancy wording can actually hinder a business whereas marketing your goods or services at the right audience and making your website look great can actually work better. I found this to be very useful as I have often pondered on selling ad space on my website but decided against it every time purely because when I go on websites I hate tons of ads popping up constantly and it really turns me off that particular site and I wouldn’t want the same thing to happen to my own website.
Moruzzi moves onto interactive advertising which is something we see a lot of today, but the catch is it doesn’t work. The majority of people who see interactive ads ignore them, as the either aren’t target them or interest them. It is shocking to find out that the average click through rate is less than 0.1%. While interactive advertising seemed like a good idea, it has been proven as disruptive and unnecessary on the web today. Moruzzi uses a lot of his own experiences in these chapters to highlight his points which I found made the information and numbers easier to process. One thing Moruzzi talks about is an odd ad campaign Luke Gossage placed in the New Yorker in 1961 which was very well received, this was because the New Yorker was extremely selective and strict about the ads they placed in their magazines, therefore the readers knew these ads very interesting and tasteful. Another reason for this was the New Yorker was far more of a community than Facebook or Twitter could ever hope to be for one simple reason Twitter and Facebook are more tools than communities.
Moruzzi also discusses social media marketing and why companies use social media. Companies use social media for several reasons but the most common being to direct questions and complaints that would have been left on the websites, creating a pristine appearance, they get their customers to spread the word for them so they don’t have to spend time and money doing it themselves and finally to create a hype about their product or service. This is also a dumb idea because it is counter-productive, these companies work very hard to attract people to their websites and then send them away to social media where their message and purpose is lost in the jumble of online advertising. As we approach the half way point in the book, I have learnt many things about what to do and what not to do when it comes to advertising and also picked up a few tips on the bet style and type of advertising to use.
I do agree with Moruzzi when he makes the distinction between smaller and larger companies using social media. For smaller companies like a coffee shop (although not Starbucks or Costa) it is easier and more cost effective to use Facebook or Twitter than setting up a website, but for larger companies they should be using social media as a tool to enhance their primary websites/newsletters etc. rather than as a primary advertising space. Moruzzi also talks about the real world value of Facebook fans to companies, to Coca-Cola for example a single Facebook like is worth $100 and this is all the company sees is the amount of money social media can earn them, but this can backfire as in the case of Pepsi. The one year Pepsi opted out of the SuperBowl in favour of an ad campaign, it cost them money and sales of the product dropped by 5% proving that “old-fashioned” forms of advertising can be of more use to companies than social media, period.
By chapter 9 Moruzzi looks at what would Gossage do? Gossage who mentioned previously had a very successful ad campaign in 1961, and what he would do in this so-called “interactive” age. Moruzzi believes that Gossage would apply the old-fashioned advertising method of crafting specific ads for specific targeted audiences to the digital age taking away all the gimmicks and tricks used by companies on social media. The final chapter of this book rounds up what Moruzzi has discussed in detail throughout the book, especially in regards to social media. While this book is only 75 pages long, it does provide some useful information for individuals/companies that sue social media as an advertising platform. Although, at times it does feel like Moruzzi is ranting at the reader rather than providing them with targeted facts and opinions on the subject matter. I was recommend this book to people who use social media for advertising for their blogs and/or company websites. While I liked this book, it held only a small amount of information I could personally use in relation to my company, but I do feel it would greatly benefit others to read it.
This book was sent to me for review consideration by the author.
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