It is also interesting to note that we are now subjected to messages that not only extol the virtues of branded products, they even go so far as to make a point that certain companies do not make own-label, to justify their premium pricing.

You have to take your hat off to the ad man who came up with that l

As we have said before, the real differences that exist between competing products is frequently perceived as no longer significant.

The result is that it is not self evident just what an advertiser has to sell that is so different and worthy of consideration.

Therefore, if no significant point of difference is apparent, why is that product more deserving of the customer’s money than any other?

It was partially because of this that we have seen a dramatic rise in the acceptance of own-label products and now services, in this country as elsewhere.

Tesco, Sainsbury, Asda and so on, all developed their own-label offerings and the manufacturers, along with their agencies observing on the sidelines, sat back and let them do it.

In some cases they were complicit in doing so.

Now own-label has become so acceptable to consumers that they not only cover grocery products and with a differentiation between value and premium, the brand extensions encompass, motor insurance, home insurance, life cover and a multitude of offers that did not exist only a few years ago.

And it is unlikely to stop there. Sainsbury’s have at the time of writing, announced plans to enter the scratchcard market as a rival to Camelot, despite being an outlet for the purchase of the latter’s own scratchcards.

It is also interesting to note that we are now subjected to messages that not only extol the virtues of branded products, they even go so far as to make a point that certain companies do not make own-label, to justify their premium pricing.

You have to take your hat off to the ad man who came up with that l

The result is that it is not self evident just what an advertiser has to sell that is so different and worthy of consideration.

Therefore, if no significant point of difference is apparent, why is that product more deserving of the customer’s money than any other?

It was partially because of this that we have seen a dramatic rise in the acceptance of own-label products and now services, in this country as elsewhere.

Tesco, Sainsbury, Asda and so on, all developed their own-label offerings and the manufacturers, along with their agencies observing on the sidelines, sat back and let them do it.

In some cases they were complicit in doing so.

Now own-label has become so acceptable to consumers that they not only cover grocery products and with a differentiation between value and premium, the brand extensions encompass, motor insurance, home insurance, life cover and a multitude of offers that did not exist only a few years ago.

And it is unlikely to stop there. Sainsbury’s have at the time of writing, announced plans to enter the scratchcard market as a rival to Camelot, despite being an outlet for the purchase of the latter’s own scratchcards.

It is also interesting to note that we are now subjected to messages that not only extol the virtues of branded products, they even go so far as to make a point that certain companies do not make own-label, to justify their premium pricing.

You have to take your hat off to the ad man who came up with that l

Tesco, Sainsbury, Asda and so on, all developed their own-label offerings and the manufacturers, along with their agencies observing on the sidelines, sat back and let them do it.

In some cases they were complicit in doing so.

Now own-label has become so acceptable to consumers that they not only cover grocery products and with a differentiation between value and premium, the brand extensions encompass, motor insurance, home insurance, life cover and a multitude of offers that did not exist only a few years ago.

And it is unlikely to stop there. Sainsbury’s have at the time of writing, announced plans to enter the scratchcard market as a rival to Camelot, despite being an outlet for the purchase of the latter’s own scratchcards.

It is also interesting to note that we are now subjected to messages that not only extol the virtues of branded products, they even go so far as to make a point that certain companies do not make own-label, to justify their premium pricing.

You have to take your hat off to the ad man who came up with that l

And it is unlikely to stop there. Sainsbury’s have at the time of writing, announced plans to enter the scratchcard market as a rival to Camelot, despite being an outlet for the purchase of the latter’s own scratchcards.

It is also interesting to note that we are now subjected to messages that not only extol the virtues of branded products, they even go so far as to make a point that certain companies do not make own-label, to justify their premium pricing.

You have to take your hat off to the ad man who came up with that l

It is also interesting to note that we are now subjected to messages that not only extol the virtues of branded products, they even go so far as to make a point that certain companies do not make own-label, to justify their premium pricing.

You have to take your hat off to the ad man who came up with that little gem of building a campaign out of that one.

Sadly, for the client, the horse had already bolted. But the ad men, as usual, were pocketing their fees and laughing all the way to the bank!

It is no surprise then that with more and more competition, now including own label, there has been a significant increase in the number of advertisements, vying for customers’ attention. So, more competition in the marketplace and more competition to attract the viewer/reader to engage with the message, so what’s the solution? “We don’t show many Clients this…” is a statement we have actually heard in the agency environment, (& didn’t we all think that agencies were a service industry there to tell their Clients everything in their best interests!).

Here is an example of what they are not telling. It is from America but we see no reason why it should be any different in any marketplace. The research questioned whether the expensively produced advertisements shown on TV were actually getting anywhere.

The figures began with the average numbers of hours Americans watch TV each week – forty-seven.

This consisted then, of forty-three and a half-hours of network, local independent or cable TV, two and three-quarters hours of playback of recorded video, and fifty minutes of pre-recorded rented or bought video.

Those figures applied to the average home in the average week.

Out of that time, TV provided seven and a half hours of commercials however because of zapping – o