Why Mainstream Advertising Creates a Dying Paradox

Posted on January 2nd, 2008 in Marketing, Advertising by David H Walker

Paradox goes as follows:

  1. Company A buys mainstream advertising. Ex. TV advertisement
  2. Competitors, Companies B & C, must spend extra money on ads to keep up with Company A. This causes an oversaturation of messages to consumers, which decreases effectiveness (and sales).
  3. In response to decreased effectiveness and decreased sales, Companies A, B, & C spend more on advertising.
  4. Cycle repeats.

I wonder how companies can spend their advertising budget with a bit more innovativeness and subsequently eliminate this otherwise inevitable paradox.

P.S. Happy 2008. ;)

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One Response to 'Why Mainstream Advertising Creates a Dying Paradox'

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  1. Octopus said,

    on January 2nd, 2008 at 10:49 pm

    Companies B and C seem a bit uncreative. If A wants to be wasteful, let them. Paradox solved!

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