@BusinessDaily

OTIN: Privacy does not mean the same thing to all of us

5 months ago, 15 Apr 17:05

By: Joe Otin

According to a study a few years back, about 80 per cent of Tanzanians comfortably sit through TV advertising. The audiences in Kenya are less tolerant at about 70 per cent and the global average stands at about 50 per cent. The data showed that people watch advertising because they find it informative and entertaining, an alternative view to common wisdom. It’s no wonder that US advertisers invest heavily in creative content in order to beat the apathy and they stand true to McCann Erickson’s motto that ‘advertising is truth well told’. As an ad man I subscribe to that thought, rather than the sentiment that advertising manipulates peoples minds and gets them to buy what they don’t want or need. If this was the case, then all the mothers would show their kids ads that promote the benefits of broccoli in order to get them to beg for it. I tell you, it would solve so many of our problems such as recreational drug use, prostitution and hard core crime. It might even get the Russians to stop manipulating election outcomes using Facebook. The reality is very different and advertising that is made from an understanding of the problem it is intended to solve in the mind of the consumer, and as an objective of the brand, tends to be the most effective. It has to go through the hard work, talent and investment that is required in the art of persuasion. It’s a cop-out, the easy way out, to imply that it manipulates minds, because if that was so, why would advertisers around the world spend a whopping $557 billon on it? I think it goes back to societies distrust of large organisations. The character Harvey Dent in the movie The Dark Knight said “You either die a hero, or you live long enough to see yourself become the villain,” a statement that Facebook can now attest to. MySpace died a hero and has left Facebook to face the music as two distinct generations battle it out. On one hand you have respectable legislators from an older generation, the baby boomers, and on the other you have a successful entrepreneur from the discombobulated generation, the new millenials. At the privacy-focused hearing in Washington last week, the senators asked Mark Zuckerberg if he was willing to disclose which hotel he was staying at, to which he declined. Don’t they realise that Mr Zuckerberg is a celebrity and that that kind of information would get the groupies swarming in his private space? For the rest of us wannabe celebrities, it is a different matter altogether. It behooves us to share every bit of our day with our fans, I mean, who wouldn’t want to know what we had for breakfast and where we ate it too? When it boils down to the advertising, whether through traditional or new media, audiences have the option to look away. Those experts who have been predicting the death of the 30 seconds spot for ...
Read More


Category: business economy news lifestyle opinion markets corporate

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@BusinessDaily

OTIN: Privacy does not mean the same thing to all of us

5 months ago, 15 Apr 17:05

By: Joe Otin
According to a study a few years back, about 80 per cent of Tanzanians comfortably sit through TV advertising. The audiences in Kenya are less tolerant at about 70 per cent and the global average stands at about 50 per cent. The data showed that people watch advertising because they find it informative and entertaining, an alternative view to common wisdom. It’s no wonder that US advertisers invest heavily in creative content in order to beat the apathy and they stand true to McCann Erickson’s motto that ‘advertising is truth well told’. As an ad man I subscribe to that thought, rather than the sentiment that advertising manipulates peoples minds and gets them to buy what they don’t want or need. If this was the case, then all the mothers would show their kids ads that promote the benefits of broccoli in order to get them to beg for it. I tell you, it would solve so many of our problems such as recreational drug use, prostitution and hard core crime. It might even get the Russians to stop manipulating election outcomes using Facebook. The reality is very different and advertising that is made from an understanding of the problem it is intended to solve in the mind of the consumer, and as an objective of the brand, tends to be the most effective. It has to go through the hard work, talent and investment that is required in the art of persuasion. It’s a cop-out, the easy way out, to imply that it manipulates minds, because if that was so, why would advertisers around the world spend a whopping $557 billon on it? I think it goes back to societies distrust of large organisations. The character Harvey Dent in the movie The Dark Knight said “You either die a hero, or you live long enough to see yourself become the villain,” a statement that Facebook can now attest to. MySpace died a hero and has left Facebook to face the music as two distinct generations battle it out. On one hand you have respectable legislators from an older generation, the baby boomers, and on the other you have a successful entrepreneur from the discombobulated generation, the new millenials. At the privacy-focused hearing in Washington last week, the senators asked Mark Zuckerberg if he was willing to disclose which hotel he was staying at, to which he declined. Don’t they realise that Mr Zuckerberg is a celebrity and that that kind of information would get the groupies swarming in his private space? For the rest of us wannabe celebrities, it is a different matter altogether. It behooves us to share every bit of our day with our fans, I mean, who wouldn’t want to know what we had for breakfast and where we ate it too? When it boils down to the advertising, whether through traditional or new media, audiences have the option to look away. Those experts who have been predicting the death of the 30 seconds spot for ...
Read More

Category: business economy news lifestyle opinion markets corporate

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@BusinessDaily - By: James Kariuki
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Chinese real estate firm Avic says it has paid Sh1.8 billion in taxes for its ongoing Sh40 billion 47-floor mixed-use complex in Nairobi’s Westlands. ...

Category: business corporate news economy opinion lifestyle markets
5 hours ago, 22:22
@BusinessDaily - By: Brian Ngugi
Bankers say new tax will hurt consumers

The introduction of higher taxes on financial services and mobile money transfers will hurt Kenya’s efforts to promote financial inclusion, bankers warned on Wednesday. ...

Category: business corporate news economy opinion lifestyle markets
11 hours ago, 16:33
@AfricaNews - By: Africanews
DRC's Special Economic Zone: Questions abound | Africanews

Last Friday, Congolese president Joseph Kabila announced that the government was planning to create a special economic zone which would allow companies to add value to the country's vast mineral resou ...

Category: africa topnews news africa_business business
10 hours ago, 17:36
@DailyNation - By: Brian Ngugi
Emirates renews search for Kenyan aviation engineers

Emirates Group’s aviation and travel services unit, Dnata, on Wednesday called on local airline technicians to apply for jobs. ...

Category: business news topnews
10 hours ago, 17:21
@DailyNation - By: Brian Ngugi
Uhuru’s order on fare control has no legal backing

President Uhuru Kenyatta’s directive to the transport regulator to withdraw licences of public service vehicle (PSV) operators overcharging passengers on the new fuel tax is not backed by law. ...

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11 hours ago, 17:07
@CapitalFMNews - By: Margaret Njugunah
Chocolate tax will control obesity – CS Rotich

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