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15 signs that the Russian advertising is getting worse
Let's be honest: with the exception of some local successes and signs of growth in individual agencies, the advertising in Russia is getting worse and huzhe.Poslednie victory of the Russian advertising on advertising festivals still is attributed to individual success, because if you look at the rest , the landscape soon becomes much darker.
Website and our experts, thought, gained 15 signs that the Russian advertising moves towards the bottom.
Of course, we can be accused of subjective judgment (this is in general, so it is - we're people too), but you take, say, 50 rolls are now in federal rotation and assess their system 7+. Then it will be an objective picture of the advertising decadence.
7+ system in Russia is excessive, it can be easily reduced to 4 + (1 - it is abominable 2 - damages the brand, 3 - non-competitive 4 - cliché)
According to the monthly expert council ADDvalue only the best videos of the Russian ether, "five" in the famous system introduced at Leo Burnett, Michael Conrad, and then recognized throughout the advertising world. The average score for March - 4, ie "clichés».
We have fewer awards KannahEsli earlier awards were even winning in the category of Film, the recent years have brought us nothing but a few hits in the short-list, and there are no reasons for us to show a breakthrough.
No faith in the power kreativaZato have the belief that "People shavaet." Western advertisers have concluded that how much cheaper will make a little effort and make an interesting campaign than do regular clichés and hollow them a potential buyer, spending mad money on the number of contacts.
Obsession clients and mediaplenerov on GRP leads to the fact that the average viewer is overloaded from the monotony of advertising, if briefly formulate the "consumer zadalbyvat death».
Russian advertising festivals discredited sebyaDavayte tell the truth - not advertising our festivals have good organization, comprehensive coverage of the entire industry and objectivity in determining the winners (the infamous Hamburg score and small parties). They therefore can not be an additional incentive to create good advertising.
Judge for yourself - in the ADCR commercial "Jeans" RA Sunrise misses even in the short list (in the jury sounded the phrase "provincial shit", as a source told the site on the market), and won the Golden Drum.
Imperfect system ideyFokus test group and the coordination with the client alone will kill us. In the focus group is almost impossible to get real data. Too small a sample of participants to at least some representation, too much human subconscious desire to present themselves better than he actually is. And we believe.
And about the system 7+ agencies only remember much after the fact.
Therefore, the little bold and unconventional, which appears at the domestic level agencies, is eliminated immediately, even at the level of ideas and the primary client presentations.
No printing industry reklamyNad it, no one wants to think, to work, look for interesting moves. In fact, this segment we do not. And this is - good festival features that translate into for the agency's reputation and a certain kind of image that, firstly, involves the least snobbish minded customers, and secondly, at least a little, but it changes the current, which gradually begin to believe in the power of creative solutions .
Misspent youth with pontamiKadrovaya problem - one of the most acute in the Russian advertising industry. "On the street" taking units, young talents are sought now, perhaps, only Wordshop BBDO. And those who work: a) often mediocre; b) in the absence of competition and the high salary just does not consider it necessary to strain; c) think of themselves too much and well.
Experienced "old men" leave razocharovavshisMnogie of those who do good advertising in the 90s, at the dawn of the Russian advertising now go out of business. They are tired. Tired of fighting stereotypes, watch mediocrity running the show, to convince customers that they are right. Thus, industry has bled more, losing sane people.
Advertisers - snobyOni know everything better than anyone else, and everyone else who disagrees with them, just the recent mad people.
In addition, they are smarter and more others. They are intellectually more advanced than their audience, they are more commonly thought, they would have done ogogo, but the client got stubborn and stupid, and "regions do not understand».
Customers - snobyOni know everything better than anyone else, and everyone else who disagrees with them, just the recent mad people. And I do not agree with their advertisers. Therefore, they have to do something like this: "Do as we say or we are thinking to announce a tender extraordinary».
In addition, they are smarter and more others. And even more so they are much more advanced than their customers.
Customers - trusyPoka bigots and we have not decided to reckon with the fact that children born after the "Perestroika" increased less "ethical tensions" generation. Therefore, advertising that is free and fun, no one in Russia.
And the customer is afraid of everything. What is it not realize that about him not think that the consumer will associate themselves with any fines, seen in his video. Therefore, advertising emasculated and licked to a shine. No life, no fan in this advertisement is not and can not be. It's easy to imagine the scene, as the Russian client says the agency is too bold, "You what? Want to consumers associating our brand with black hairy ape ?? »
"The consumer - a moron" is also found - "will not understand this in the regions." A kind of addition to the previous "signs of decline." No matter how much repeat creatives, strategists and customers with the famous phrase "Do not be an idiot to consider the consumer, it is your wife," it still does not yet change. No respect for those with whom the agency and the client is trying to build a dialogue.
Advertising mired in stereotipahEsli product family use, it certainly toshnotno happy family (certainly full of - mom, dad, son and daughter), constantly smiling at the camera. If a product of the youth of use, it will certainly "be cool».
Moreover, in pursuit of the stereotypical messages alerting our advertising reached, for example, up to here such here's charming slogan: "Feel a sense of purity" (the last movie Shamtu).
No istoriyAuditorii be interesting to look at what he is shown in the ad unit.
The crisis, where do without negoEkonomiya touched all - clients cut budgets for the agency, if not steel yourself be creative, inhouse. Agencies have reduced staff, began to offer "Super action! Book mediyku, get creative as a gift ", and in addition, become more compliant in relation to clients. Every whim - just not to lose.
Not long ago, a study was conducted Leo Burnett Moscow («Legends and Myths of the Russian advertising") compliance of consumer perceptions of the current perceptions of advertising stereotypes, which, in turn, have been allocated based on a survey of marketing directors of Russian companies and explore open source.
The survey revealed the existence of these exciting myths of the Russian advertising:
1. "The only way is to demonstrate the use of persuasion Product»
2. "metaphor, fantasy does not work against the Russians»
3. "Information, information and more time information: the Russian audience needs as much information about the product»
4. "All that is not directly related to everyday life, not work»
5. "approach" problem - solution "works well with regard to Russian consumers»
6. "The Russians in the region have not yet matured to that advertising that works in Moscow or St. Petersburg»
7. "The Russians want to see only the positive situation and happy people, not black humor»
8. "The Russians trusted celebrities - people on whom they project their dreams»
9. "You always have to show the people in a more favorable light than they really are»
10. "The Russians - the harsh and serious people, so use humor effectively, particularly with respect to high-value products».
In general, this is the same as mentioned above, just in other words. And this, alas, confirms the validity of the withdrawal "Advertising in Russia is getting worse».
via adme.ru
Website and our experts, thought, gained 15 signs that the Russian advertising moves towards the bottom.
Of course, we can be accused of subjective judgment (this is in general, so it is - we're people too), but you take, say, 50 rolls are now in federal rotation and assess their system 7+. Then it will be an objective picture of the advertising decadence.
7+ system in Russia is excessive, it can be easily reduced to 4 + (1 - it is abominable 2 - damages the brand, 3 - non-competitive 4 - cliché)
According to the monthly expert council ADDvalue only the best videos of the Russian ether, "five" in the famous system introduced at Leo Burnett, Michael Conrad, and then recognized throughout the advertising world. The average score for March - 4, ie "clichés».
We have fewer awards KannahEsli earlier awards were even winning in the category of Film, the recent years have brought us nothing but a few hits in the short-list, and there are no reasons for us to show a breakthrough.
No faith in the power kreativaZato have the belief that "People shavaet." Western advertisers have concluded that how much cheaper will make a little effort and make an interesting campaign than do regular clichés and hollow them a potential buyer, spending mad money on the number of contacts.
Obsession clients and mediaplenerov on GRP leads to the fact that the average viewer is overloaded from the monotony of advertising, if briefly formulate the "consumer zadalbyvat death».
Russian advertising festivals discredited sebyaDavayte tell the truth - not advertising our festivals have good organization, comprehensive coverage of the entire industry and objectivity in determining the winners (the infamous Hamburg score and small parties). They therefore can not be an additional incentive to create good advertising.
Judge for yourself - in the ADCR commercial "Jeans" RA Sunrise misses even in the short list (in the jury sounded the phrase "provincial shit", as a source told the site on the market), and won the Golden Drum.
Imperfect system ideyFokus test group and the coordination with the client alone will kill us. In the focus group is almost impossible to get real data. Too small a sample of participants to at least some representation, too much human subconscious desire to present themselves better than he actually is. And we believe.
And about the system 7+ agencies only remember much after the fact.
Therefore, the little bold and unconventional, which appears at the domestic level agencies, is eliminated immediately, even at the level of ideas and the primary client presentations.
No printing industry reklamyNad it, no one wants to think, to work, look for interesting moves. In fact, this segment we do not. And this is - good festival features that translate into for the agency's reputation and a certain kind of image that, firstly, involves the least snobbish minded customers, and secondly, at least a little, but it changes the current, which gradually begin to believe in the power of creative solutions .
Misspent youth with pontamiKadrovaya problem - one of the most acute in the Russian advertising industry. "On the street" taking units, young talents are sought now, perhaps, only Wordshop BBDO. And those who work: a) often mediocre; b) in the absence of competition and the high salary just does not consider it necessary to strain; c) think of themselves too much and well.
Experienced "old men" leave razocharovavshisMnogie of those who do good advertising in the 90s, at the dawn of the Russian advertising now go out of business. They are tired. Tired of fighting stereotypes, watch mediocrity running the show, to convince customers that they are right. Thus, industry has bled more, losing sane people.
Advertisers - snobyOni know everything better than anyone else, and everyone else who disagrees with them, just the recent mad people.
In addition, they are smarter and more others. They are intellectually more advanced than their audience, they are more commonly thought, they would have done ogogo, but the client got stubborn and stupid, and "regions do not understand».
Customers - snobyOni know everything better than anyone else, and everyone else who disagrees with them, just the recent mad people. And I do not agree with their advertisers. Therefore, they have to do something like this: "Do as we say or we are thinking to announce a tender extraordinary».
In addition, they are smarter and more others. And even more so they are much more advanced than their customers.
Customers - trusyPoka bigots and we have not decided to reckon with the fact that children born after the "Perestroika" increased less "ethical tensions" generation. Therefore, advertising that is free and fun, no one in Russia.
And the customer is afraid of everything. What is it not realize that about him not think that the consumer will associate themselves with any fines, seen in his video. Therefore, advertising emasculated and licked to a shine. No life, no fan in this advertisement is not and can not be. It's easy to imagine the scene, as the Russian client says the agency is too bold, "You what? Want to consumers associating our brand with black hairy ape ?? »
"The consumer - a moron" is also found - "will not understand this in the regions." A kind of addition to the previous "signs of decline." No matter how much repeat creatives, strategists and customers with the famous phrase "Do not be an idiot to consider the consumer, it is your wife," it still does not yet change. No respect for those with whom the agency and the client is trying to build a dialogue.
Advertising mired in stereotipahEsli product family use, it certainly toshnotno happy family (certainly full of - mom, dad, son and daughter), constantly smiling at the camera. If a product of the youth of use, it will certainly "be cool».
Moreover, in pursuit of the stereotypical messages alerting our advertising reached, for example, up to here such here's charming slogan: "Feel a sense of purity" (the last movie Shamtu).
No istoriyAuditorii be interesting to look at what he is shown in the ad unit.
The crisis, where do without negoEkonomiya touched all - clients cut budgets for the agency, if not steel yourself be creative, inhouse. Agencies have reduced staff, began to offer "Super action! Book mediyku, get creative as a gift ", and in addition, become more compliant in relation to clients. Every whim - just not to lose.
Not long ago, a study was conducted Leo Burnett Moscow («Legends and Myths of the Russian advertising") compliance of consumer perceptions of the current perceptions of advertising stereotypes, which, in turn, have been allocated based on a survey of marketing directors of Russian companies and explore open source.
The survey revealed the existence of these exciting myths of the Russian advertising:
1. "The only way is to demonstrate the use of persuasion Product»
2. "metaphor, fantasy does not work against the Russians»
3. "Information, information and more time information: the Russian audience needs as much information about the product»
4. "All that is not directly related to everyday life, not work»
5. "approach" problem - solution "works well with regard to Russian consumers»
6. "The Russians in the region have not yet matured to that advertising that works in Moscow or St. Petersburg»
7. "The Russians want to see only the positive situation and happy people, not black humor»
8. "The Russians trusted celebrities - people on whom they project their dreams»
9. "You always have to show the people in a more favorable light than they really are»
10. "The Russians - the harsh and serious people, so use humor effectively, particularly with respect to high-value products».
In general, this is the same as mentioned above, just in other words. And this, alas, confirms the validity of the withdrawal "Advertising in Russia is getting worse».
via adme.ru
