by johnt
18. January 2011 11:41
The advertisement featuring Gio Compario, the opera singer, as the brand character for GoCompare.com. has been voted the most annoying advertisement. An above the line campaign can get away with being annoying, it may be the last thing you want to see or hear but up it pops at each ad break. A colleague even turns the TV to mute each time it is on, but his children then sing along so there is no escape.
As soon as direct marketers become annoying they are in deep trouble with £5,000 fines if they were to contact people who are on the Telephone Preference Service (TPS). Therefore it makes sense to carry out data cleansing using files such as TPS suppression, MPS suppression and deceased suppression. There is no excuse for getting it wrong with the options that are currently available from data8.
Companies are now aware that not only will they get fined but the publicity will do irreparable damage to their brand. data8 ensures that their clients can trust their data.
I wonder if the Information Commissioner would consider setting up a Television Preference Service which would allow you to be see only advertisements you wanted on TV?