subject: Change Management: The Lifeblood Of Advertising World [print this page] It is easy to mock the tired conventionsIt is easy to mock the tired conventions. We in the corporate world do this quite a lot especially when it comes to the flaws of the good old-fashioned advertising activities. While that's hardly surprising, given that we are passionate about online and that part of our remit is to champion promotion strategy, this can also appear both arrogant and naive. What's worse, though, is that it blinds us to our own outmoded habits. While we happily stand in front of clients and explain about the constancy of change in the advertising world, we forget what this means for us: that we have to constantly change the way we approach client beliefs. We may be young, but we have already amassed some tired old conventions of our own. Not least the banner ad and the structure. Now, rather like the advertising, there is nothing intrinsically wrong with these formats. It is the use to which they are put and, most critically, the way in which they dominate our thinking that needs to be challenged. If it is wrong to start with content, it is just as wrong to default to banners.
Better to start by reminding ourselves of the promise that great marketing adds value to people's lives. The best TV advertising has always done this. However there are other modes of communication your message to your customers. Online, the banner ad has, historically, offered rather less opportunity to entertain and reward, so this is where the tangible display banner stands and
