Having started my professional career in the field of sales and marketing, I have something of a hobbiest’s interest in the ways in which companies try to sell their services and products to me. I was recently reminded of an article I read in the Harvard Business Review ^[1], where author John Philip Jones ^[2], wondered "if companies are spending more money than ever on advertsing…why are the results so disappointing?" He continued by stating:

"Research indicates that only about a third of all ad campaigns have a significant immediate impact on sales, and fewer than a quarter have any prolonged effect. That’s a shocking record….
There’s a simple reason for the problem: advertising has fallen off top management’s plate. Most ad decisions are now relegated to low-level marketing functionaries who are more concerned with selling proposals up the chain of command than with taking risks or achieving excellence." (January, 2000)

Perhaps this would explain why, at a recent lunch in the Cheesecake Factory, I was overwhelmed with page after page of advertisements for local car rental services, international jewelry lines, and some other random crap that I would expect to fill up the right margin after running a Google search.

According to the Cheesecake Factory website ^[3], "Our menu advertising is handled exclusively by Menu Dynamics ^[4], an independent contractor." What’s unusual about this statement is the fact that the Cheesecake Factory menu seems to be the only one they can "dynamically" get you advertised in. Not sure how the mechanics of that worked out, but perhaps the independent company is really held by the parent company that created the Cheesecake Factory? It certainly wouldn’t be the first case building interlinked organizations who rely on each other to drive up profits for the overarching corporation.

But seriously! Advertisements for tanning salons next to the list of appetizers? Do companies actually derive any significant sales from this form of advertisement? Granted, as I take a long drink from my Diet Coke, I realize its not as subliminal as product placement – but shouldn’t the restaurant experience be something of a haven from the outside world? Even if it is a chain restaurant, shouldn’t I expect to be able to enjoy my meal without having to have anything pushed on me – except maybe today’s specials?

Cheesecake Factory, I shall now only consume your food from the comfort of my own home, through the miracle of take-out. At least when I’m at home, I can Tivo through commercials…