Why Nothing in Advertising is 'Dead'

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By: Dwayne W. Waite Jr.

Advertising is truly a fascinating industry. People are so quick to jump the bandwagon in certain activities, before they have a moment to think for themselves. Remember when blogs started to get popular in 2003, and everyone started to proclaim the end of print media? Then our experts and thought leaders proceeded to deem traditional advertising (print, TV, radio) as prehistoric. As the internet boomed (and continues) SEO and SEM experts popped out to the woodwork, exclaiming the wonderful 'Content is King" mantra. Though true, these professionals discounted other forms of advertising for the old guys, the ones who don't really understand today's advertising. Now, we are in the age of social media and mobile, and as those two channels continue to merge, and as consumer markets continue to become further segmented, more experts are popping out declaring that something is dead and obsolete.

The latest casualty is the advertising campaign. Yes, some all-knowing writer has taken the pulse of the advertising campaign, and concluded that it has passed on. Seriously. That writer nor the source is going to be mentioned, out of knowing that people would click on it, bringing more views to such a silly statement.

Based on his background, it seems that he believes that his C-Suite status can allow him to make those kind of grandiose claims. Finding a way to shift the advertising model as we know it by changing the jargon is one of the oldest tricks in the book. Similarly to announcing that one activity or thought must die in order for another one to be reborn.

It's these kind of statements about paradigm shifts that makes the advertising industry so wearisome to listen to. TV advertising is dead? Interesting, since research shows that it is still the one of the most popular in passive media. Print media is dead? There is no argument that the print realm is struggling, but it still has a ways to go before its obselete. The ad campaign is dead? Give me a break. As Merriam-Webster defines a campaign as a connected series of operations designed to bring about a particular result, in the social/interactive arena, I doubt that agencies and people will just push stuff in it and hope people pick it up.

The definition of "ad campaign" does not need to be changed, at least not as much as agencies and the C-suite think of advertising. It is true that the former mainstay ways of ad campaigns have changed, but nothing is dead. Let's stop all the hyperbole when it comes to the future of advertising, and start thinking more about our methods, our revenue models, and our talent retainment. Because if the young talent disappears, and the next leaders fail to step up, then we can truly say that "advertising is dead."

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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