I grew up in the two-dimensional communication era when we advertising copywriters would more or less size up our key consumers and then write to them … without their having any form of answering back other than perhaps writing letters to the newspaper in which an ad appeared, or to a broadcast station which would have transmitted a commercial.
The bad old days
Those days were such fun. Oh, don’t get me wrong; our work wasn’t just thrown out there ad nauseam. No, it was subject to intense marketing surveys and studies, most of which were useless.
Often our work, prior to its publication, was trialled in “Focus Groups” which were hugely popular in the 1970s/1980s and were peopled by “typical consumers” dragged in off the street. [Continue reading]