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Booth Martin wrote:
I am not convinced we disagree.
I agree. I'm sure we agree more than we disagree. The fact that I really
enjoy playing "devil's advocate" probably confuses people too! ;-)
The survey reflects what people believe, not what they do. The point is
about what consumers do. Does anyone else have trouble getting teens into
Wal-Mart brands?
Well, for me, I'll experience that first-hand in about 12 years. In the
meantime, I'll just have to try to teach my daughter about the motives
of advertisers and about value for the money. I can certainly try to
lead by example - practically everything I'm wearing now, shirt, pants,
socks, etc., is a store brand product, not a name brand. ;-)
The facts of life are that advertising pays. Otherwise soap and tobacco
companies would never waste billions on advertising.
And for these classes of products you mention, nothing distinguishes
between them otherwise. ;-)
I would agree that IBM, Sun, Oracle, Cisco, and Novell won't gain much from
prime-time TV advertising, but there's a lot of other kinds of advertising.
I know lots of people will grit their teeth at this but Dr. Frank Soltis is
a Personality. If IBM's PR people would play him up it'd have huge impact.
Hell, isn't he the one that has the on-board computers in his cars and
trucks modified to his own specs? Is his garage really bigger than his
house? Did he really get his tail feathers trimmed with his comments on the
iSeries that MS owns? This guy turns the staid iSeries into a personal
adventure.
Dr Frank mods the chips in his cars and trucks? Now *that's* a geek!
But then you're still preaching to the choir. Dr Frank is well known
within this community, but not to the outside. I agree that there could
be some truly great ads featuring iSeries personalities like him. But
would such a campaign really play well to the target customer set? That
is, those buyers who are looking for applications, not a flashy image.
Image sells commodity items, like soap and breakfast cereal and Unix
servers. But I'd like to think the buyers of iSeries machines and
applications are a bit more discerning.
Cheers! Hans
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