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Vienna (pte043/10.04.2003/14:37) - High-quality, classic advertising is much more effective and efficient than mass-produced advertising. This seemingly logical realisation was presented by Michael Conrad, former artistic head of the agency Leo Burnett, at the 50th Advertising conference http://www.wwt2003.at , which is being held as part of the Publica 03 http://www.publicamesse.at trade fair in Vienna. He believes that the bulk of ads are considered a nuisance, and therefore less effective. "World-class" advertising, as Conrad calls the high-quality products that his branch produces, is not only profitable, but also raises the market value of ads and boosts sales. Conrad's report was confirmed by Peter John Mahrenholz of Jung von Matt - Hamburg, who moderated the podium discussion about "Future perspectives in the communication branch" at the end of the conference. The demand for higher quality in classic advertising stood in conflict with the harsh reality of the media business.
Mahrenholz maintains that there are two main characteristics of good marketing: initiative and openness. Advertising is becoming more and more submerged in society, and is becoming something comparable to a special discipline of sociology. "Brand names are becoming a symbol of self-promotion," said Mahrenholz, and not only for young people. Only when the consumer is able to separate the image and language of the advertisement can advertising function in the right way. Thus, openness is necessary, which in turn is only possible through quality. Conrad put a fine point on it by saying: "Advertisements have to be appealing enough that one wants to see them again." Conrad believes that world-class advertising requires freshness, relevance and meaningful individuality, and not just expertise. Mahrenholz stated that intitiative also makes a difference in the communication of advertising.
In a discussion with Mahrenholz, Helmut Brandstätter, former programming boss of the German news station n-tv, said that the question of establishing quality criteria in advertising blocks had never arisen because there wasn't enough world-class advertisement on television to make it financially worthwhile.
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