Kotler exposed industry fears

We read with interest Hamish Pringle’s response to Philip Kotler’s comments about the effectiveness of TV advertising.

Kotler enjoys legendary status within the US marketing community. Many US advertisers who pay the media costs share his opinion about “TV ads being wasted”. His opinion is not shared by the US agen

cies that make their living creating the ads and crafting the media buys.

Pringle’s organisation, the IPA, is the trade body and professional institute for, among others, leading UK advertising agencies, so we were not surprised to hear him defend TV advertising. But we were disappointed at his complete dismissal of Kotler as “wrong”, especially when so many of the clients that pay the bills of his membership agree with Kotler’s views.

Our company, vSente, is a US/UK campaigning group, and we believe one of the primary reasons why so many TV ads fail is their reliance on 17th century attrition strategy. We have published a paper titled “Critical vulnerabilities found in traditional advertising, marketing and branding initiatives”. It describes the primary weaknesses or critical vulnerabilities found in most marketing organisations today. Your readers may find this paper of interest.

Mike Smock

vSente San Francisco

and David Burdon

vSente Europe

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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