Paul Ashby
Ins.Mkt. City of London College
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A chasm has opened up betwee Advertisers and Customers.
Consumers are deaf to the babble of the advertising class.
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Better Marketing Without Reform? - Forget it!
The current state of Marketing is such that the need for change and “New Models” are desperately needed. The trouble is the “New Models” will not prove to be financially sustainable without substantially changing the way advertising and media services are organised. The first thing we must do to start to tackle the problem is to embrace our lack of knowledge about the process of communication. We must allow outside organisations to question the fundamental ideas that shape current advertising. We must allow them to innovate and keep the money saved through innovation.
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Our marketing world balances on a sea of mediocrity!
There is a name for what advertising agencies do – rubbish – and our predecessors appreciated much better than us its ultimate destination: ruin! Almost all of what advertising agencies do is best summed up in one word – parasitical. By creating advertising out of thin air we have reduced the purchasing power of more deserving members of society.
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We squawk for change – but we don’t really mean it!
The sharpest decline in billings, in 2009, occurred. Billings declined 7.5%, now that’s the sharpest decline since 1944! And cracks are starting to appear in the already complex relationship betwee Agencies and Clients. Everybody appears to be getting in everybody else’s business, which is confusing for Clients and creates new competition for Agencies. One problem is compensation. Go back 10, 15 years ago and people knew how to pay a traditional Agency, but now it’s very hard. What do you pay to get someone to set up a Facebook page?
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The Attraction of Interactive Communication
The Attraction of Interactive Communication is that it is a return to the prehistoric human fascination with telling tales! Since the beginnings of any civilized society the market place was the hub of civilization, a place to which traders returned from remote lands with exotic spices, silks, ...
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We’re off to see the Wizard, the Wonderful Wizard of ...
…Interaction. However, before we do, let us review something recently written and published in Marketing Magazine, the author is Marc Ritson, Assistant Professor of Marketing at The London Business School. "A pipe bursts in your house. When the local handyman arrives, he is carrying a large ...
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The Future of Advertising is Interactive
During all our research one constant shone through, that is that marketing is conversations. Current conventional mass media are weak conductors of knowledge and comprehension. This is because of a number of factors, however the main reason is; they are non-interactive communications ...
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Moral Legitimacy is Shifting away from Marketing.
Consumers see advertising and marketing as unbelievable and certainly undignified. Having worked around the world over many years you cannot help wondering if society is changing in ways that are more than economic. It would appear that advertising and marketing is losing its legitimacy . The myopic search for profit and short term advantages has created a corporate oligarchy whose interests are largely inimical to the average consumer. Smoke and mirrors have, for too long, been a substitute for good old fashioned marketing.r
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Advertising and Marketing: Not such a capital idea any more.
Let’s face it there is good advertising and there is (extremely) bad advertising. Apparently, positive attitudes towards advertising reached their peak during the mid-1950s, when ‘pro’ attitudes reached eight on a nine point scale. However, ratings fell to three by the 1970s and have bobbed around that score ever since.r
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