By Ted Mininni
It’s no secret that most conventional advertising isn’t cutting it. When marketers think about how to allocate their budgets, maybe they ought to be spending less on advertising. Why not take those dollars that aren’t going to be spent on advertising, and invest them in packaging instead?
The rationale for this argument is simple. With consumers increasingly tuning out of mainstream media channels and tuning into their iPods, mobile phones and social networks instead, most advertising is going to a dead letter office. At the same time, consumerism continues to flourish. Shopping is a pastime for many Americans and a team sport for Tweens, teens and young adults.
We are experiencing a downturn in the economy and tighter wallets due to substantial rises in living expenses. While softer at present, consumer sales will rebound just as soon as the economy shows signs of picking up again. We ought to get ready for that—now.
