The Zero Transition, Stealth Approach to Advertising
March 25, 2010
Ever listen to talk radio? I’ve been listening on my drive to work each day.
I go back and forth between two stations, trying to avoid commercials, but I’ve noticed how marketing has really changed from years ago. I don’t know when it started, but it seems like the distinction between news or entertainment and the advertisements are becoming more and more invisible.
It’s a trend that I find kind of creepy and disturbing. And I think it’s just gonna get worse. Maybe it’s related to how much “reality” TV people seem to find as acceptable entertainment these days. I think it’s the only way to keep people’s attentions; consumers easily tune out obvious marketing messages.
So, I’ve noticed the DJ on the radio go right from whatever he was talking about and segue into an advertisement, for mattresses in particular. I can’t think of any other example, but it can’t be a singular occurrence. I’ve heard this happen a bunch of times over the last few months. Of course DJs have always been used to plug some product or whatever between regular programming but it’s always been a pretty clear delineation.
The other day, however, the next logical step was taken. The DJ was interviewing some author about her book. (I think the topic was relationships or something). Suddenly the DJ and the author were talking about what effects a good, or poor, night sleep’s might have on a relationship and…. BAM!
Suddenly the two of them are talking about the mattress company having its sale.
Anybody else seriously perturbed by this trend?
