The old adage is right: There is an association for everything.
Advertisers and marketers can only do so much not to offend potential customers.
Because let's be honest. Though there are many more stakeholders than ever before, the ultimate group that marketers should worry about the most are the people who may potentially buy their product. That's why we see campaigns and ads for certain things; even though they may be shunned by the vocal minority, they continue because those buying the products haven't said a thing.
Or the customers have been moved to act and notified the company to keep doing what they're doing. In that case, brands, full speed ahead.
Which brings us to a most interesting dialogue between DirecTV and the International Paruresis Association, a group of people who have trouble relieving themselves in public in front of other people.
Yes, the IPA was offended that the satellite company used Rob Lowe and made a mockery of their condition.
Did DirecTV offer up the usual empty apologies just to kowtow and please the public mob?
Apparently, as the article linked above will point out, customers let DirecTV know how they liked its new commercials. The company even said that "the vast majority" enjoy the commercial and that the ad is "not based on reality."
In other words, calm down, this is just an ad.
People want to take things so seriously. Why must we constantly look for injury? Why must consumers search to be offended? How bizarre.
Anyways, big ups to DirecTV for dismissing a silly charge like this. More companies should follow that example.
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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