Sep 20, 2007 11:49
16 yrs ago
2 viewers *
English term
why the long tail doesn’t have to wag the advertising dog
English
Marketing
Advertising / Public Relations
Interactive Ad
Creating For The Long Tail
So fine. Interactive advertising now includes everything from behaviorally-targeted banner ads to video search, flash-enabled email, social networking sites, blogs, podcasts, mobile marketing, in-game spots, mash-ups, wikis and widgets. We get it. Lots of niche-targeting and across-the-board accountability. But can any one Advertiser /Agency afford to develop, implement and track a creative strategy that spans the breadth of Interactive, and traditional media channels as well? Well… What if the cost of developing and producing contextually-relevant ads for a plethora of Interactive tactics cost just about the same as cutting your 30-second TV spot down to a :15? Or what if you provided consumers with a detailed brand brief and put a measure of content creation and dissemination into their hands, saving distribution dollars? Come hear our experts explain ****why the long tail doesn’t have to wag the advertising dog**** after all!
Could someone reword and/or explain the sentence between **** for me?
Million thanks in advance!
So fine. Interactive advertising now includes everything from behaviorally-targeted banner ads to video search, flash-enabled email, social networking sites, blogs, podcasts, mobile marketing, in-game spots, mash-ups, wikis and widgets. We get it. Lots of niche-targeting and across-the-board accountability. But can any one Advertiser /Agency afford to develop, implement and track a creative strategy that spans the breadth of Interactive, and traditional media channels as well? Well… What if the cost of developing and producing contextually-relevant ads for a plethora of Interactive tactics cost just about the same as cutting your 30-second TV spot down to a :15? Or what if you provided consumers with a detailed brand brief and put a measure of content creation and dissemination into their hands, saving distribution dollars? Come hear our experts explain ****why the long tail doesn’t have to wag the advertising dog**** after all!
Could someone reword and/or explain the sentence between **** for me?
Million thanks in advance!
Responses
25 mins
Alexander Demyanov
Specializes in field
Software Engineering background
Native in: Russian 
Works in: English, Russian, Russian to English, and 1 more.
Related KudoZ points
:
7
Selected
A misconstructed pun?
It seems to me that the writer of the copy just couldn't refrain from catching a pun opportunity. "Long tail sales" and "long tail advertising" mean selling and advertising for selling of more products in smaller volumes/quantities. "Long tail" approach is rapidly gaining momentum in, for example, sales and advertising of intellectual products, such as music and books.
To my eye, the pun itself, however nice and funny, is defeating its own purpose again. What the author seems to be aiming at is "long tail is more or less free from the traditional rules and practices of the 'big clumsy advertising dog'". However, the particular way of punning the well-known saying (explained by Tony), makes the meaning reversed.
To my eye, the pun itself, however nice and funny, is defeating its own purpose again. What the author seems to be aiming at is "long tail is more or less free from the traditional rules and practices of the 'big clumsy advertising dog'". However, the particular way of punning the well-known saying (explained by Tony), makes the meaning reversed.
4 KudoZ points awarded for this answer.
Comment: "Thanks to everybody"
9 mins
Vito Smolej
Germany
Germany
Germany
passion for technical excellence
Native in: Slovenian 
Works in: English to Slovenian, German to Slovenian, Slovenian to English, and 1 more.
"it is a sad and long tail" ...
to quote Alice ... The long tail - the way I understand it - "now includes everything from behaviorally-targeted banner ads to video search, flash-enabled email, social networking sites, blogs, podcasts, mobile marketing, in-game spots, mash-ups, wikis and widgets" ... The experts will of course tell one needs to throw it all away and ... Every minute a sucker is born.
regards
regards
Peer comment(s):
| neutral |
Alexander Demyanov
: I believe "long tail" has a different meaning here: sales (and advertising for sale of) more products in smaller quantities.
21 mins
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+1
7 mins
See explanation below...
I assume you're familiar with the usual expression "the tail wagging the dog" — in other words, the element that is supposed to be in charge being in fact dictated to by the element that is subsidiary.
Without knowing precisely the context of your entire document, I assume in this case the 'long tail' is probably referring to the production and distribution chain for advertising, and the 'advertising dog' means the poor old company who just wants to advertise their products!
If I get the drift right, this company is tryng to say to its customers (potential advertisers): "Instead of letting yourselves be bullied and told what you can and can't do by the people in the industry, how'd you like it if you could take charge of all this yourself?" — but it all depends on the various perspectives involved.
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Note added at 15 mins (2007-09-20 12:04:36 GMT)
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Yes, Viktor has of course got it right: the 'long tail' in fact refers to the very extensive chain / network of advertising possibilities now in existence...
Without knowing precisely the context of your entire document, I assume in this case the 'long tail' is probably referring to the production and distribution chain for advertising, and the 'advertising dog' means the poor old company who just wants to advertise their products!
If I get the drift right, this company is tryng to say to its customers (potential advertisers): "Instead of letting yourselves be bullied and told what you can and can't do by the people in the industry, how'd you like it if you could take charge of all this yourself?" — but it all depends on the various perspectives involved.
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Note added at 15 mins (2007-09-20 12:04:36 GMT)
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Yes, Viktor has of course got it right: the 'long tail' in fact refers to the very extensive chain / network of advertising possibilities now in existence...
Peer comment(s):
| agree |
kmtext
8 mins
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Thanks, KMT!
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| neutral |
Alexander Demyanov
: You're of course right in your explanation of the popular expression. However, I don't think your understanding of the intended meaning of the joke is correct. Also,"long tail", at least in the US, has a different meaning from what Vito and you suggest.
22 mins
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Thanks, Alex, for your obseravtions; I must admit, I didn't realize this WAS US, Asker clearly forgot to tell us that!
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