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Marketers Are From Mars, Consumers Are From New Jersey
In marketing today, delusional thinking isn't just acceptable -- it's mandatory. In "Marketers Are From Mars, Consumers Are From New Jersey", Bob Hoffman, author of "101 Contrarian Ideas About Advertising" and "The Ad Contrarian" explains how marketers and advertisers have lost touch with consumers and are living in a fantasy land of their own invention -- fed by a cultural echo chamber of books, articles and conferences in which people like them talk to people like them.
192 pages, Kindle Edition
First published May 1, 2015
55 people are currently reading
307 people want to read
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Displaying 1 - 21 of 21 reviews
April 11, 2020
Great book!
Advertising industry has lots of strange things happening on daily basis, Bob Hoffman in this book calls out quite a few and that's what I appreciate about this book!
Advertising industry has lots of strange things happening on daily basis, Bob Hoffman in this book calls out quite a few and that's what I appreciate about this book!
February 13, 2016
Hoffman indeed is an ad-contrarian; especially regarding social media and online advertisement. He's also quite critical about "content" and "engagement". Entertaining collection of blog-posts, refreshing in the hype world of (online) marketing. He calls a lot of BS.
p4 Consumers want clarity and simplicity. Marketers want to complicate the shit out of everything.
p17 our brands are very important to us marketers and very unimportant to most consumers.
p35-36 we have developed a universal creative brief that can work in any situation. (...) Objectives: Transition from a “functional” brand to an “emotional” brand. Create a purpose-driven movement with the brand at the center. Motivate an ongoing conversation between our brand and our millennial target. Socialize our transparency initiative for full stakeholder buy-in. Utilize data-driven insights across the brand portfolio. (...) Desired Outcomes: Target will view us as an authentically relevant brand that is aligned with millennial social constructs and beliefs. Target will understand and appreciate our transparency initiative and assign positive meaning to the brand.
p50 one of the lessons about advertising is that practicality consistently outperforms ideology.
p55 What exactly is content, you ask? Well, it seems that as long as you can upload it, and it’s not an ad, it’s “content.”
p93 One of the great truisms of marketing is that a good deal of consumer behavior makes no sense.
p102 Social media sites are quickly evolving into just another channel for delivering traditional interruptive advertising.
p4 Consumers want clarity and simplicity. Marketers want to complicate the shit out of everything.
p17 our brands are very important to us marketers and very unimportant to most consumers.
p35-36 we have developed a universal creative brief that can work in any situation. (...) Objectives: Transition from a “functional” brand to an “emotional” brand. Create a purpose-driven movement with the brand at the center. Motivate an ongoing conversation between our brand and our millennial target. Socialize our transparency initiative for full stakeholder buy-in. Utilize data-driven insights across the brand portfolio. (...) Desired Outcomes: Target will view us as an authentically relevant brand that is aligned with millennial social constructs and beliefs. Target will understand and appreciate our transparency initiative and assign positive meaning to the brand.
p50 one of the lessons about advertising is that practicality consistently outperforms ideology.
p55 What exactly is content, you ask? Well, it seems that as long as you can upload it, and it’s not an ad, it’s “content.”
p93 One of the great truisms of marketing is that a good deal of consumer behavior makes no sense.
p102 Social media sites are quickly evolving into just another channel for delivering traditional interruptive advertising.
April 13, 2020
Eye opener
I learned quite a bit about the advertising hosted by Facebook, Google, and Yahoo. I was surprised to learn how ineffective most online adverts are and how large scale fraud against the advertisers is.
I learned quite a bit about the advertising hosted by Facebook, Google, and Yahoo. I was surprised to learn how ineffective most online adverts are and how large scale fraud against the advertisers is.
June 15, 2015
If you like his blog, you'll like this book. However, most of it is blog posts reprinted so be prepared for that.
January 31, 2017
Disturbing
This book is a shake-up, a wake-up call. Why not? The industry Bob describes is comatose and smug. It needs a good kicking.
This book is a shake-up, a wake-up call. Why not? The industry Bob describes is comatose and smug. It needs a good kicking.
November 10, 2018
Todo marqueteiro deveria ler Bob Hoffman pra ver se a classe volta à realidade.
January 20, 2019
Short & funny read.
April 11, 2020
Seems we have reached an age where common sense in marketing needs to be shouted down like this.
Good read, but i dont want to give non fiction more than 3 stars. Just like that.
Good read, but i dont want to give non fiction more than 3 stars. Just like that.
May 24, 2020
Great tongue in cheek read
The author feels that ad agencies are run by suits and not by creatives and that digital is fraud based
The author feels that ad agencies are run by suits and not by creatives and that digital is fraud based
June 13, 2020
Es curioso como la mayoría de conceptos que desglosa en otros recopilatorios también aparecen aquí. Esto vendría a ser la versión más completa y más recomendable.
June 14, 2016
The author has written an eclectic rant. I am in branding, marketing and advertising but had not heard of Bob Hoffman until I happened across this book. Right upfront he recognizes that people in the industry are "funny, cynical and immature bastards". Based on personal and professional feedback I would seem to fit that criteria. As such, I did enjoy the first third of the book but then it grew so sardonic and acidic that it was hard to appreciate the lessons in the messages.
Advertising is a funny practice and profession. It is revered and reviled in equal amounts. I appreciate the author's attempt to hold it accountable and I totally agree that it has too long been focused on fancy tricks instead of recognizing the tried and true. Rather than dissect the contents, let me provide a few standout lines that resonated (these are not spoilers):
- Hoffman writes that the marketing industry is under mass delusion that includes "the gross exaggeration of the role of brands; the mangling of the role of ad agencies; the mistaking of gimmicks for trends"
- "Marketers are taught not to think simply."
- "Advertising has always been 90% lousy, but online advertising has set a new standard for awfulness."
- "most of what we call 'brand loyalty' is simply habit, convenience, mild satisfaction or easy availability."
The book is a series of short essays and blog posts so you can pick and choose topics that interest you. Coherence and consistency are tested but the feisty and testy ad veteran tone reverberates throughout. He sounds too bitter for someone who made his career in the profession. Having said all that, if you read only one entry, make it, "Here's to the Bobbleheads." This one rant will be recognizable to anyone in business.
Advertising is a funny practice and profession. It is revered and reviled in equal amounts. I appreciate the author's attempt to hold it accountable and I totally agree that it has too long been focused on fancy tricks instead of recognizing the tried and true. Rather than dissect the contents, let me provide a few standout lines that resonated (these are not spoilers):
- Hoffman writes that the marketing industry is under mass delusion that includes "the gross exaggeration of the role of brands; the mangling of the role of ad agencies; the mistaking of gimmicks for trends"
- "Marketers are taught not to think simply."
- "Advertising has always been 90% lousy, but online advertising has set a new standard for awfulness."
- "most of what we call 'brand loyalty' is simply habit, convenience, mild satisfaction or easy availability."
The book is a series of short essays and blog posts so you can pick and choose topics that interest you. Coherence and consistency are tested but the feisty and testy ad veteran tone reverberates throughout. He sounds too bitter for someone who made his career in the profession. Having said all that, if you read only one entry, make it, "Here's to the Bobbleheads." This one rant will be recognizable to anyone in business.
July 15, 2015
Bob's book and his brilliant blog are a must read to all advertising students and junior professionals. If you're young and hungry in the ad business please do not move an inch deeper into your career before considering Bob's "old fart" theories without prejudice. The man has a lot of controversial ideas that, if let past beyond the first few laughs, may really click and make a whole lot of sense.
I disagree with those who automatically think that an old, former ad exec (and creative) can't give unbiased opinions about the current landscape of the industry, and I dare to say those who do think the way are biased themselves. So please, do yourself a favor and read what this man have to say.
It won't hurt your pride as a young professional (not so much if you're more senior). And if it does, hell, congratulations on your premature acceptance into the bullshitters' playground.
ps.: The only reason I gave it four stars and not five is because there are a few repetitive essays that could have used some editing, also, part of me still thinks that there was way too much sores open and none closed. But I mean, even still he's kind of right because if there's one thing advertising professionals don't do quite that often is being honest about what's shit and what's, well, not as shitty.
I disagree with those who automatically think that an old, former ad exec (and creative) can't give unbiased opinions about the current landscape of the industry, and I dare to say those who do think the way are biased themselves. So please, do yourself a favor and read what this man have to say.
It won't hurt your pride as a young professional (not so much if you're more senior). And if it does, hell, congratulations on your premature acceptance into the bullshitters' playground.
ps.: The only reason I gave it four stars and not five is because there are a few repetitive essays that could have used some editing, also, part of me still thinks that there was way too much sores open and none closed. But I mean, even still he's kind of right because if there's one thing advertising professionals don't do quite that often is being honest about what's shit and what's, well, not as shitty.
November 13, 2023
I enjoyed the book, it stands out with its witty and engaging writing style, blends humor with some analysis. I think it strikes nice balance between the two. Might not be the most scientific work in industry, but definitely towards being more engaging and honest.
January 19, 2022
Very eye opening book about the madness that goes on in the marketing and advertising world.
The obsession with digital and social media, the lack of understanding of the consumer, the foolish fascination with young people, dodgy statistical research and blind assumptions.
It's also written in a witty, comedic way with no holding back on the swearing which I enjoy.
A central idea is that we need more people to point out bullshit when they see it because there are too many backseat marketers in the industry.
I would highly recommend reading this book however I do have brief criticism...
The images featured in the book didn't translate from digital to print very well. Can be hard to read.
The obsession with digital and social media, the lack of understanding of the consumer, the foolish fascination with young people, dodgy statistical research and blind assumptions.
It's also written in a witty, comedic way with no holding back on the swearing which I enjoy.
A central idea is that we need more people to point out bullshit when they see it because there are too many backseat marketers in the industry.
I would highly recommend reading this book however I do have brief criticism...
The images featured in the book didn't translate from digital to print very well. Can be hard to read.
June 12, 2016
I've read Bob's blog for several years. I like his writing, and contrarian perspective. I was a little disappointed that this book was just a collection of articles. It might have worked better if he expanded his ideas into some sort of narrative. Even the categories don't really match the 'chapters/articles. And he includes stuff that work on the web like infographic - that are too small to read in print. But it's dirt cheap - and you can quickly read most of his thinking , so it's fine.
June 22, 2015
Bob is a star in the advertising world. Too many don't like to hear what he has to say but he shares what many people express behind closed doors while keeping a happy face on stages or when dealing with clients. While the book are mostly reprints of his blog posts, his great writing and insights make it worth the small price.
October 11, 2015
We need more Bobs!
I laughed, shook my head and wept for the industry that I have spent my career in. Bob knows how to make a point with humour and a nice mix of profanity!
I laughed, shook my head and wept for the industry that I have spent my career in. Bob knows how to make a point with humour and a nice mix of profanity!
April 13, 2019
#vantaa
November 18, 2016
Must read for any marketers out there. And anyone owning or running a business, non-profit, etc. This book tells you like it us. Not what others want you to hear that benefits them.
January 1, 2017
Will change your perception of digital marketing
June 28, 2022
Second blog bathroom reading from Bob.
Got pretty redundant though still amusing, which illustrates why I wouldn't have a blog since it would only get the "pretty redundant" part down.
Got pretty redundant though still amusing, which illustrates why I wouldn't have a blog since it would only get the "pretty redundant" part down.
Displaying 1 - 21 of 21 reviews