The Creative Group Survey Reveals the Most Overused Catchphrases Among Advertising and Marketing Professionals

TORONTO, Jan. 13 /CNW/ - "Social media" isn't just a trend taking the world by storm; it's also the term advertising and marketing executives ranked as the most annoying industry buzzword in a survey by The Creative Group. Also high on the list: "synergy" and "ROI," which rankled respondents in a similar survey conducted in 2006.

The Canadian study was developed by The Creative Group, a specialized staffing service providing creative, advertising, marketing and web professionals on a project and full-time basis, and conducted by an independent research firm.

Advertising and marketing executives were asked, "In your opinion, what is the most annoying or overused buzzword in the creative/marketing industry today?" The top-ranked responses include:

    1. "Social media/social networking"   9. "Think out of the box"
    2. "Synergy"                         10. "Interactive"
    3. "Innovative/innovation"           11. "Proactive"
    4. "Extra value/value added"         12. "Social media expert"
    5. "Going green"                     13. "Multitasking"
    6. "Free"                            14. "End of the day"
    7. "ROI/return on investment"        15. "Integrated/Integration"
    8. "Culture change"

"Certain buzzwords may be commonly used amongst marketing and advertising professionals, but when overused, they can quickly lose impact and cause people to lose interest and tune out," said Lara Dodo, regional vice president of The Creative Group in Canada. "In order to ensure your ideas are conveyed effectively, aim to keep your messages simple and direct."

The Creative Group offers four tips for eliminating jargon in your communications:

    1. Translate your thoughts. It's typical to think in the lingo you
       use every day. But when putting your ideas to paper or in an e-mail,
       take the time to explain the concepts in terms that your audience will
       easily understand.
    2. Edit, edit, edit. Many buzzwords are unnecessary. Think carefully:
       Does a phrase like "at the end of the day" really add to what you're
       trying to say? Probably not.
    3. Break bad habits. We all rely on certain phrases when we speak. If the
       ones you gravitate toward are on the list of annoying buzzwords, think
       of alternatives that convey the same meaning.
    4. Show instead of tell. Rather than relying on buzzwords, use concrete
       examples to convey your thoughts. For instance, instead of discussing
       your fully "integrated" marketing strategy for a product rollout,
       describe the various elements and how they work together.

About the Survey

The Canadian study was developed by The Creative Group and conducted by an independent research firm. It is based on 250 telephone interviews -- approximately 200 with marketing executives randomly selected from companies with 100 or more employees and 50 with advertising executives randomly selected from agencies with 20 or more employees.

About The Creative Group

The Creative Group specializes in placing a range of highly skilled creative, advertising, marketing and web professionals with a variety of firms on a project and full-time basis. More information, including online job-hunting services, candidate portfolios and The Creative Group's award-winning career magazine, can be found at www.creativegroup.com.

SOURCE The Creative Group

For further information: THE CREATIVE GROUP, 181 Bay St., Suite 820, Toronto, ON M5J 2T3, Contact: Nadia Santoli, (416) 350-2330, nadia.santoli@rhi.com


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