I
alking about the advertis-
ing business with James
August of Stone, August,
Baker & Co. is somewhat
akin to taking a course in Ad-
vertising 101 from a guru. That's
especially true if you ask Mr. Au-
gust how the advertising agency
business has changed.
"Advertising itself is still the
idea of trying to use mass corn-
munications to sell products or
services or ideas," he said. "By
its nature, it is a constantly
evolving kind of craft.
"The ways we advertised in
1920, 1930, 1940 and 1950 are
laughable today. It is only dif-
ferent because the conventions
of language, graphics, arts and
so on are so different.
"What we do has changed
enormously from radio, televi-
sion, newspaper and outdoor
/—
[signs]. In the past, an advertis-
ing agency provided a linear,
highly focused kind of service of
developing advertising to run in
those traditional, classic adver-
tising media.
'We're an integrated market-
ing communications company
today — MC," said Mr. August.
"What that says is that a corn-
pany communicates with its
/—
markets through a whole host
of media. And if it integrates
those into a single focused mes-
sage executed in different me-
dia, it is going to be more
efficient and more effective."
That idea until six or seven
years ago was mainly lip-service.
If you wanted public relations,
you hired a p.r. firm or a sales
promotion company. There was
no such thing as digital mar-
keting. You did direct mail with
a direct mail specialist, if you did
it at all. You thought catalogs
were a separate medium.
These things were all done
separately, and if there was any
strategic thinking at all, it was
probably focused behind the ad-
vertising,
and the other things
\
were all executionally-driven.
/—
Meanwhile, the traditional
advertising media began to have
less dominance in the market-
place. Network television used
to deliver 70 or 80 percent of the
homes on any evening. Today,
you're lucky if you get 30 or 40
percent of the homes. Concur-
rently, the number of advertis-
ing messages geometrically
increased. A published report
last month said the average per-
son was exposed to 3,000 mes-
sages a day. As Mr. August put
it, "I don't care how good you are,
it's hard to stand out and be re-
membered if you're one of 3,000."
People needed to find ways
other than the traditional me-
dia to communicate with the
N7= customer base. And because
their dollars no longer went as
far, they needed to integrate the
effect.
STONE, AUGUST, BAKER page 102
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