Why crm advertising vs targeted marketing

Advertising vs. Targeted CRM

“…there is further evidence of the growing challenge they (advertisers) confront in seeking to break through the cacophony of advertising that surrounds -- and increasingly annoys -- consumers.”

- Stuart Elliott; New York Times, April 14, 2004


“…(consumer) negative perceptions about advertising have substantially increased.”

J. Walker SmithPresidentYankelovich PartnersMarketing Research Firm


“The survey findings are significant because industry executives are frantically searching for ways to forge more emotional connections with fractious, and fractionated, consumers that differ from conventional methods like running 30-second television commercials and print advertisements.”

- Stuart Elliott; New York Times, April 14, 2004


“People have a love-hate relationship with advertising… But a far greater percentage are saying they have concerns, primarily related to its growing obtrusiveness.”

J. Walker SmithPresidentYankelovich PartnersMarketing Research Firm


54% of consumers said they:

“avoid buying products that overwhelm them with advertising and marketing”

Source: New York Times, April 14, 2004


60% of consumers said their opinion of advertising:

“is much more negative than just a few years ago”



61% of consumers said that the amount of advertising and marketing to which they are exposed:

''is out of control.''



65% of consumers said that they:

“are constantly bombarded with too much advertising”




''are interested in products and services that would help them skip or block marketing.''



45% of consumers said the amount of advertising and marketing they were exposed to:

“detracts from the experience of everyday life”

Source: New York Times, April 14, 2004Minority, but significant opinionMinority, but significant opinion



“would be willing to have a slightly lower standard of living to live in a society without marketing and advertising.”

Source: New York Times, April 14, 2004Minority, but significant opinionMinority, but significant opinion


The survey results and accompanying report offer some suggestions to help narrow;“the growing gap between how consumers want to be communicated with and the way advertisers communicate with them.”

For example, respondents said: “there's an opportunity for advertising to become a source of competitive advantage for a brand, if it's focused on product features and services.”



Even if, as has been widely proven, the traditional Newspaper, 30-second TV or Radio spot advertisement has devolved into a much less effective way to sell cars and services, Mr. Berger (CEO of a major advertising agency) said:

“so what?”*

Why should Mr. Berger worry… The Advertising Industry has some of the most effective and highly paid sales professionals in the world, who can overcome objections like this.

*Source: New York Times, April 14, 2004

Why crm advertising vs targeted marketing

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