Netcom, PCCW networks are go for Olympics bandwidth
For those pondering about the Games, I have two see-saw contrasting articles for you. The Chinese are throwing large sums of money at infrastructure and propaganda, for which doesn’t seem to fully permeate to the public.
Is this a marketing error or just a softened trend of an apathetic crowd? By strict definition, I guess it is in fact a marketing error (as they failed to follow trend and adjust accordingly?).
No matter - my point lies elsewhere. Once again, excuse my crass nature and jaded outlook. From reading up on the intricacies of the Olympics, I was reminded of something much closer to home - which is of course the whole soccer saga. We all have an idea of how much money is being thrown at the event to make it happen, for which many speculate that it’s going to be major flop. We already have the ever-dull-and-humour-lacking Panarrotis adverts (with other food joints too), shoe companies, radios and good ol’ Coke fetching the idea already…it’s much like Christmas advertisements creeping onto our tubes in September, but on a far more extreme level. I think the marketers are to blame for raping the event by catching the wave too early; lack of tact has never been so vulgar.
Hype.
Who defines hype? What is its key input function? Where are the parameters for’t and how large is its domain? If advertisers aren’t asking themselves these questions every time they dream up something, I sure hope they’d learn to quite soon. Is it possible that Panarrotis (attack number two, muhahaha. I’m really sorry Panarrotis, but you’re the only ones that come to mind at the time of writing this) actually think that they churn out good adverts to the same high advertising standard that we’re used to in South Africa? Maybe I’m the wrong person to ask, as I’m sure these have a prevenient success attached to it amongst other target audiences.
About to push the Olympic Games and the World Cup aside (and all peripheries), I think that there are many lessons to be learned. Is the amount of money you throw at something always proportional to the results? How many of you become discouraged by a bad advertising effort (be it marginal/singular or spam-flood) rather than maintain neutrality? Do all advertisers help with the overall success of an event?
I think we need a revolution of sorts, more companies dishing out awesome adverts per quantity to raise the bar.
The inputs are abundant and my attention (and patience) is scarce - surprise me!
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