What advertisers have done is create a
hyper-cynical marketplace, where the audience has lost faith in what is being said. |
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What Is Advertising's Most Important Word?
by Jerry Bader. Marketing Profs October 23, 2007
If you had to guess the single most important word in advertising, what would it be? Free, special, discount, sale, new, improved, bigger, better...?
So many words have lost their meaning or been corrupted by misuse or abuse that it is not an obvious choice.
The terms "luxury," "exclusive," and "world-class" have been rendered meaningless after being applied to everything from 800-square-foot condos to restaurants that serve microwave frozen dinners. We can't even rely on "light," "diet," or "low-carb" to actually describe what's inside a package.
But the Web with its emphasis on content gives advertisers an opportunity to redeem themselves and to deliver meaningful information to its audience.
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