Variety reports that a new British law forbids fake show quotes. Crikey! How would they deal with New York ads? I laughed when I first arrived in NY and discovered what you can get away with. Australians always mashed reviews with the use of … but here you can create new sentences.
Not that it really matters. You can’t dress mutton up like lamb – the punters always sniff it out. Case in point, and I hate to admit it, but years and years ago I was desperate for footage for a tv commercial for a touring comedian — and used testimonials from another show. It made the show sound great — but it still tanked.
As Situation Marketing say in their
e-newsletter this week, “You can scream your ‘funny’, ‘exhilarating’ and ‘enthralling’ in advertising – but, the reality is, conversations about your brand are happening with or without you every day and are based on substance and the real interactions consumers are having.” And, because of Google and social networking, “What’s quickly becoming a reality is the basic fact that brands must begin to shift their focus from selling the sizzle – to focus on better selling the actual steak (a chris powers classic line). Every interaction consumers have with your brand brings an opportunity for them to voice their opinion – both good and bad.”
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