Le Nouvel âge de la publicité

MENLO PARK, CALIFORNIE – La publicité ne concerne pas seulement les responsables marketing, mais chacun de nous. Car, c'est elle qui finance une grande partie de ce que nous voyons ou lisons (y compris ce journal). Elle nous parle des nouveautés et incite les entreprises à améliorer leurs produits ou leurs services. Il est vrai qu'il y a une bonne et une mauvaise publicité (de même qu'il y a de bons et de mauvais produits).

Heureusement, la publicité va évoluer (elle le doit) de manière à accroître le bon et réduire le mauvais – car les annonceurs vont de plus en plus avoir besoin de l'aide des consommateurs pour faire passer leurs messages et ces derniers rechignent à acheter de mauvais produits (j'exagère peut-être un peu dans le sens de l'utopie, mais il y a du vrai).

Certes, il m'est parfois difficile d'expliquer ce que j'entends par la "nécessaire évolution de la publicité". Il faut arrêter d'adresser des messages à des consommateurs passifs et commencer à sponsoriser des actions, placer des produits et entamer le dialogue avec des consommateurs actifs. La dimension relation publique va l'emporter sur le savoir-faire traditionnel des annonceurs. Les annonceurs me regardent souvent avec incompréhension lorsque j'essaye de leur expliquer cela.

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