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Ed Wax, Chairman Emeritus, Saatchi & Saatchi Advertising Worldwide
March 30, 2000. 10:00 - 11:00 a.m. Eastern


luvads: Hi Ed. What is the best background to have for an advertising career?

moderator: Luvads, Ed will be right with you.

moderator: Ed Wax is experiencing some temporary technical problems so I will show his answers as dictated to me for now.

moderator: Ed believes the best background is Liberal Arts with particular emphasis on Sociology, Psychology

moderator: Ed responds also that this does not preclude taking advertising and marketing courses if available, but they are not necessary.

leolog: Mr. Wax, regarding the DoubleClick Situation, what is your stand on Internet privacy?

leolog: Especially since DoubleClick can now match up people's names and addresses to online personalities?

edwax123: Dear leolog, I am a great believer in personal privacy on the Internet, but this is obviously a difficult and complex situation. Ultimately, the consumer must be satisfied and this requires recognizing their rights and privacy. I believe the telemarketers are finding this out when they invade personal privacy time

leolog: But do you think they have the right to match addresses to online personalities? I think that is very wrong

leolog: Internet anonymity is something that everyone enjoys on the web

edwax123: One problem is that direct marketers have had the ability to build data bases with names and addresses and purchase habits for years. In truth, from an advertising standpoint, the Internet is providing advertisers with a more advanced form of direct marketing, without all the catalogues and junk mail. I think this is inevitable. As an Internet user I value my anonymity, but recognize that it is definitely being threatened. I don't mean to be faceti

moderator: Part of the answer was cut off, Ed will reenter his response.

leolog: I guess all this direct marketing then should and probably will lead to a cheaper Internet or even free Internet access

edwax123: I don't mean to be facetious, but I am personally at the point where I would be willing to give up some degree just to lighten the load of junk mail in my mailbox. Remember, junk mail is an invasion of privacy.

edwax123: You have a good point. Yes, it could go the way of network television if marketers will pay for the right of access to this data.

leolog: That is a good point, but I think that once a private company like DoubleClick for example is allowed to have that kind of information about people, much larger companies like Microsoft

leolog: Would have 50 times the information DoubleClick can have

leolog: In the future that is

edwax123: Yes, but if it leads to more efficient marketing, it should (theoretically) lead to lower prices. So I'm not sure it's all bad. Obviously it needs to be monitored by the industry (not the government in my opinion.

moderator: Luvads has a question, please restate for the group.

luvads: Some people think that ads push people into buying things, instead of inform people of their choices. How can the industry get past that stigma?

edwax123: Even the best ad can only get a person to try a product one time. If the product doesn't measure up to the promise, the consumer will not repurchase and the money spent on the ad is wasted. The AEF has been sending out ambassadors to try to get this message out for years and hopefully this website will further advance the cause.

leolog: As all consumers, I'm ok with lower prices but how can the industry monitor this at all?

edwax123: I honestly don't know the answer today. But it is being worked on. It took a while years ago to figure out how to self-police network advertising and resolve disputes between advertisers without involving the FTC. We are in the infancy of the Internet. I am confident it will happen.

moderator: Does anyone have any further questions for Ed?

luvads: No, but thank you. This was great

leolog: I guess, but the info might be used for wrongdoing, for example (extreme case) a political hopeful 's screen name could be traced to see what he/she does online

leolog: last ques I promise

leolog: Thank you Mr. Wax

edwax123: Yes, it is a potential danger. But as I said earlier, we need time to solve this kind of issue. To be cynical for a moment, a political hopeful's life is an open book one he/she declares for office and other politicians have found the dirt without the Internet;

leolog: That's a good point

moderator: We'll wrap this up. Ed, do you have any parting comments?

leolog: Alright, Thanks. This has been educational.

edwax123: I want to thank the participants. This was my first time and I really enjoyed the dialogue. Great questions. Good luck.

 

Marcia, aef.com

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