RE: More anti-midrange propaganda

["jt" <jt@xxxxxx>]

Gerry, as I was saying...:-(

Booth, I never took Advertising 101.  And never worked in advertising.  But
I guess I have pretty good instincts for the stuff.

And (I'm sorry to be so blunt, but I detect a similar tone in your post) my
instincts are that you have essentially no idea what you are talking about
here.

Advertising is just one part of marketing...  And its a very complicated set
of issues.  Did you happen to see this?
http://www.tbray.org/ongoing/When/200x/2003/09/21/InfoMarket These issues
cut way across industries.

Again, this IS a /complicated/ set of issues and the trick, same as in
programming, is decomposing the problem into simpler problems WITHOUT
OVERSIMPLIFYING the issues.  Everybody knows the mantra of KISS, but few can
actually do it very well.

| -----Original Message-----
| [mailto:midrange-l-bounces@xxxxxxxxxxxx]On Behalf Of Booth Martin
| Sent: Wednesday, September 24, 2003 10:09 PM

| What is complicated to understand?  Buick Division sells Buicks.  Saturn
| sells Saturns. GM advertises hugely but never mentions GM except in a
| footnote.  They advertise the brands.  Heck, everyone sells the brand, no
| one sells the enterprise.   Except IBM.   Their idea of selling
| the corporate entity is flawed.  It has
| never worked for anyone else and IBM isn't going to make it work either.
| Their advertising is directed to their own executives, and falls in to the
| general classification of Vanity Advertising.  Its purpose is to
| appease the
| bosses and keep the account.  The advertising agency has no goal
| of actually
| selling to the World.  The Agency know what it takes to get their
| advertising contracts renewed, and making real World sales isn't
| one of the
| measures.  Its too bad.  Advertising 101 has case studies about
| this all to common
| pitfall.