Consumer's Power Over Agency

Most recently, it seems as if the role and relationship between advertisers and consumers has shifted. In the past, the advertisements were the key component that brought people into their buying products. The consumers relied on the advertisers to inform them on new things, and the advertisers depended on the public to buy it. Unique and "catching" phrases, logos, graphics, etc. were used to hopefully gain consumers' attention. However, the originality of ads has seemed to disappear in today's society. This has led many advertising agencies facing a problematic situation. When their advertisements begin to have less impact on buyers, then obviously the lesser amount of their products are sold. 

Using many desperate attempts, the latest fad in this industry is "consumer-generated-advertising", and seems as if everyone is doing it. In other words, advertisers and agencies are asking the public to submit and offer their ideas to promote and help sell their brands. Even brands such as Frito Lay are attempting to give this strategy a try. Even more so, they are asking the opinions of smart thinkers and even student advertising majors so they can avoid the phenomenon of "group think". The media including newspapers, commercials, magazines, and even radio are using the public's opinions to cater their wants and needs in consumerism. As a result, the everyday buyer seems to have taken the reigns and maintains the most power over the agencies these days. It is only a matter of time to see if this new strategy will take effect or not.