Criticism looks academic

If Philip Kotler is quoted correctly in your news story, it seems to be a classic case of an academic saying what he thinks rather than studying empirical evidence.

TV advertising works. It does not always work very well. It is often not profitable (short, medium and long term). It is sometimes done when there is no commercial reason to justify it. But if “works” is defined as changing consumer behaviour, then there is absolutely no doubt that TV advertising does work.

The IPA has a large number of case studies showing where it works very well, and we at Ohal have a large number showing where it works at many levels of effectiveness.

When Kotler goes on to say that “marketing needs to become more rigorous, accountable and creative”, it is so obvious that it’s like saying “police should catch more criminals” or “doctors should cure more patients”.

Maybe his talk was PR-based to sell his book. If so, it may work because I will buy it on the basis that it may be as funny as Tom Sharpe and as fictional as Harry Potter.

Paul Baker

Managing director

Ohal

London SE3

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here