Ideabroker: Immunity Research Company

Sunday, January 30, 2005

Immunity Research Company

Marketeers are spending billions on researching the quantitative and qualitative reach of their advertizing. Meanwhile they spend zillions on actually immersing us in an ever flowing and ever growing sea of commercial signals. My feeling is that more and more people are - consciously or unconsciously - refusing to undergo this bombardment any longer. They've developed an immunity against advertizing. Let's establish a research company that specializes in researching this phenomenon. I'm sure P&G, Unilever and Nestlé can fund our first ten million dollar assignment.

2 Comments:

I totally agree. As a researcher I see how much money is spend on bad research daily. All because they need "proof" that what they are doing is right, to convince boards. I also agree that there is becomming a natural immunity and adversity against advertising. That is why cretive marketeers have the future. Think outside the box, give people something real. Event marketing is hot, becuase of this, but we are seeing an overkill already. So the goal of this new resarch agency should be to prove the immunity for standard advertising and also find ways, per brand or sector, that still work.

But as Bob will without doubt say: it takes many, many years for budgets to shift in advertising, since the most powerfull (media agencies and the marketing managers who are lazy) have no interest in shifting.

By Bas van de Haterd, at 10:44 am
Yep all for it: let's kickstart this as ideabroker. We can incorporate MysteryMailer in the concept too..

By Jan Karel Kleijn, at 7:26 am