Recently, I had to make a presentation about internet advertising impact. It’s always interesting to use worst practice cases to make your points. I showed this austrian advertising for Citroën (showcase format)
What was the process here? The advertiser sent a briefing to his agency. A creative guy, hired for his graphical talent made the ad and probable thought “Nice! It’s good enough for the advertiser”, his boss approved. Then, the add was probably sent to a communication guy at Citroën. He approved as well based on the feeling that the showcase would impact his objectives (sales, brand favourability,…). The media buyer invested on the main austrian portal site.
Why the hell are basic marketing principles often totally ignored for the online advertising?