Piaras Kelly PR – Public Relations in Ireland

It is difficult to produce a television documentary that is both incisive and probing when every twelve minutes one is interrupted by twelve dancing rabbits singing about toilet paper – R. Serling

I don’t subscribe to the theory that advertising is dying. If it was then why would I know about brands like Cillit Bang?

It can build awareness quickly, adds an element of credibility to the brand/organisation and hits a broad section of society.

Obviously the modern consumer is changing. We can skip ads, we don’t believe everything we see and are placing far more weight on the opinion of our peers when making purchase decisions.

In order to remain relevant, advertising has to stop being passive and must become more engaging. What I mean by that is that advertisers must communicate in a meaningful way with the target audience and explore new mediums to interact with the viewer.

One of the best ads I’ve seen in a while is a Hunky Dorys outdoor campaign which features three beautiful women in a bed with a packet of crisps each along with the tagline ‘Which one would you kick out of bed for eating Hunky Dorys?’ There are three numbers above each model and the viewer is supposed to vote by text.

The ad has taken on a life of its on and has been discussed on everything from radio shows to Internet forums. I dare anyone to tell me that a blog would have been more effective.

I’m accustomed to seeing billboards on street corners and thirty second spots on TV, but when I spot advertising in unlikely spots I sit up and take notice. Who would have thought that putting an ad in a toilet would have been effective, but it’s placement is inspired. When you think about it, things like advertising in toilets is a bit like an art gallery for advertising. People are going to stand and look!

Advertisers need to be more creative with an ad’s environment. I don’t understand why we don’t see more ads in lifts. It’s a hell of a lot more comfortable than making eye contact with someone you’re pressed up against

Please note, I’m not saying that advertising is the best thing since slice bread. I just don’t think people should dismiss it so easily. The communications mix for every organisation will vary, advertising remains an effective tool for many companies.

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