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Published online by Cambridge University Press: 18 December 2009
Can you comment, first of all, on the suggestion that mass media advertising is less successful and popular now with advertisers than it has been in the past?
When television was introduced fifty or sixty years ago, that was going to be the death of radio and it wasn't. When the video recorder was developed, that was going to be the death of cinema, and all cinemas have done is grown since that's happened. When the Internet came out it was going to completely change everything in terms of consumption habits and mass-market advertising, and that didn't happen. What I do see is our industry, particularly mass-market advertising, continuing to grow year on year.
What about the argument that there are some segments of the consumer market that are more resistant to the commercial message than others, especially young people?
I would completely agree with that. To reach teenagers today we probably wouldn't employ television. They're a really difficult group to capture and influence with a commercial message, or what's seen as a commercial message.
There's a lot of different ways that advertisers are trying to reach and influence this group, and I think probably one of the best would be Frucor [a New Zealand-based company, makers of energy drinks ‘V’ and ‘G Force’]. [Their] energy drink is so clearly targeted towards teenagers and young adults.
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