Why advertisers should abandon entertainment, embrace information

Advertising has reached a creative high point, but it's largely failing when it comes to creating brand loyalty, Jonathan Salem Baskin writes. To turn that trend around, advertisers should abandon the desire to entertain in favor of "credibly [informing] better decisions," he writes. "Advertising could give less entertainment and make fewer promises, and instead creatively deliver narrative authenticity and real information, while using data insights ... to better engage their hearts and emotional selves."

View Full Article in:

Advertising Age (free access for SmartBrief readers)

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Director, Industry Initiatives (Digital Video and AdvancedTV)
Interactive Advertising Bureau
New York, NY
Digital Ad Operations Specialist
Crain Communications
Nationwide, SL_Nationwide
Senior Manager, Marketing
New York, NY