Trade publications are designed to be part of an industry’s political self-defense system. So it isn’t surprising that Advertising Age has an editorial in its new issue attacking my “Brandwashing” critique. Interestingly, it avoids addressing the many facts I cite in the book, including how advertisers are using brain research, virtual reality, and a marketing is everywhere/all time “360 degree” approach [the 360 term is what the ad industry calls its new strategy]. It’s interesting that the magazine’s editorial writers–probably on behalf of the industry–don’t want the public to ask the serious questions which are raised in the book. Here’s how they rationalize data collection propelled interactive, virtual reality-driven, personalized ads targeting us via PC, mobile, and TV:
“Making marketing more effective is what marketers are paid to do. And as long as they operate within legal and ethical bounds, they should be allowed to. While privacy is a legitimate concern, there’s something to be said for targeted ad messages. What would the average person rather be subjected to, an annoying random pop-up or an ad message tailored specifically for her? (Numerous studies have answered that seemingly obvious question.)
Finally, what consumers and activists seem to forget is that the only reason media content is free or affordable for so many is that major corporations foot the majority of the infrastructure and production bills. Then again, we could turn everything over to the government, which would no doubt create wholesome content at minimal cost to the taxpayer, all the while respecting consumer privacy.”
Have no fear—as we promote the book we will raise all these issues: privacy, manipulation, stealth marketing, immersive applications, brain research, vulnerable consumers. That’s why we are going to the Hill as well!
Source: “Brandwashing? Not Even Close.” Advertising Age. January 15, 2007
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