June 2009 – Guest Outlook

Accountable Advertising

By Sean Fay

“The question we ask today is not whether our government is too big or too small, but whether it works–whether it helps families find jobs at a decent wage, care they can afford, a retirement that is dignified. Where the answer is “yes,” we intend to move forward. Where the answer is “no,” programs will end. Those of us who manage the public’s dollars will be held to account….”–President Barack Obama, Inaugural Address, January 20, 2009.

It’s about time. Accountability is how truth can enter the world of economics and commerce, politics and social justice. For if we don’t abide by the principle that behavior equals consequence, there is inefficiency, and a lot of time is wasted without necessarily creating a better economy, a more successful marketing campaign or betterment for all people.

Without accountability, we have loans being made that never should have been made, good people losing their homes, politicians getting elected who have done more for themselves than for their constituents and products being sold that enrich companies’ bottom lines–but contribute more to landfills than toward bettering people’s lives.

INDUSTRY RESPONSIBILITY
As marketers, we ask for the public’s dollars in exchange for the products and services we advertise. We need to give value for those dollars, make products that deliver on their promises and be fair, respectful and transparent in our dealings with the people who keep us, and our clients, employed and often very prosperous.

In our industry, there is a movement toward self-regulation, and we applaud it. It gives us the chance to do the right thing before being chased down by regulators. It starts with a sense of accountability to the public who supports us.

The electronic retailing industry is the most accountable form of advertising simply because each ad placed is tracked. You know right away if your project is working.

One of the side benefits of “accountable advertising” is that the focus is on product features and key benefits. This means you end up with a more educated and qualified customer, and one who can turn around and–if satisfied with your product–pitch it to their friends or family members. This word-of-mouth is the ultimate in accountability: A community of people who vouch for a product or service because it works.

If you have a product that doesn’t work, accountability also takes hold. You’ll find passionate, disgruntled customers spending their Saturday mornings blogging about your products’ shortcomings and over-promises.

As a DRTV agency and producer of many short- and long-form infomercials, we love accountability. It means that so long as we continue to select high-quality products and services and work with clients who are accountable to their customers, we can sleep at night. We know that we’re doing our best to contribute to a more accountable world where the right, best thing can take place, whatever that might be. What are you accountable for?

Sean K. Fay is CEO of Seattle-based Envision Response Inc. He can be reached at (206) 547-5642.