How Research Has Endangered the Advertising Business and How Knowledge Resources Can Bring It Back to Health. Classic Jack from 1993

Scientists recently discovered a process in the body39s immune system called quotanergyquot It has commonly been believed that when an invading virus attacks the body white blood cells race to the point of invasion surrounding and destroying the invading virus It is now known that the while blood cells do charge to the point of incursion but they do not immediately attack Instead they wait quotpassively on the sidelinesquot in the quotanergic statequot depending upon a second signal from the brain to confirm the virus and authorize the white blood cells to attackIn the advertising business we are settled in the anergic state We know there are problems There is a virus attacking the health of the advertising system But efforts to respond have been passive at best The industry is waiting for a signal to take action But what actions And who is responsible for sending the signal Becoming overly dependent upon research for addressing issues of advertising effectiveness is analogous to assigning the white blood cells the job of the brain We stand in danger in the advertising business of becoming so reliant on information and its methodological purity that we lose our ability to think intelligently and logically about that informationToo many executives wait passively on the sidelines accepting business as usual as a virus eats away at the health of their business For the advertising industry to renew its vitality and dominant role in the marketing process it must refocus all its energies on improving measures of effectiveness and centralizing all the knowledge resources available to an advertiser under a single management umbrella charged with the responsibility for bringing logical cohesion and direction to the marketer39s information resourcesAnother extraordinary discovery in the medical community is that a gene called p53 is a cell39s primary defensive weapon against the malignant growth of cancerous cells that can grow without check and move from one organ to another until the health of the organism is destroyed The p53 gene can sense the first signs of damage to chromosomes and prevent a cell from doing anything further until DNA enzymes can act and repair the damageThe advertising industry requires its own version of the p53 gene amp8211 a police agent who has a view of a marketer39s total strategy and who can recognize and act to stop any destructive elements that are negatively affecting the success of that strategy and the health of the marketerCompanies should require Knowledge Resources managers as there own p53 gene reflecting the contemporary role of those individuals charged with responsibility for developing research interpreting research defining its uses and integrating research into the advertising and marketing process without doing harm to the total organism Like the general medical practitioner an advertising agency Knowledge Resources Manager knows the client intimately can be thoroughly involved in every step of the marketing creative and media process and can assess all the various information streams and their relevance to the clients39 objectives The distinction must be made between research amp8211 which provides information amp8211 and knowledge which is the master amp8211 served by research What our industry needs are more Knowledge Resources managers The Knowledge Resources Manager will provide a valuable p53 gene for marketers and help break the industry out of its anergic stateJack Myers studies media economics and is available to discuss the health of your business He can be contacted at jmjackmyerscom and his regular commentaries can be read at wwwjackmyerscom

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How Research Has Endangered the Advertising Business and How Knowledge Resources Can Bring It Back to Health. Classic Jack from 1993

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CLICK TO DOWNLOAD THE MYERS REPORT RESEARCH & WHITEPAPERS

How Research Has Endangered the Advertising Business and How Knowledge Resources Can Bring It Back to Health. Classic Jack from 1993

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Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

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