For a while now, we've been pointing out how, for advertising to be effective, it also needs to be good content that people don't just "not mind" seeing, but which they're willing to actively seek out. It appears that automaker Kia has decided to go with the exact opposite strategy. Reader Brooks writes in to point us to the news that Kia's new marketing director in the US doesn't want people entertained:

"We don't want to spend a good chunk of our time in a 30-second spot trying to entertain people."

That's part of his plan to move away from a series of rather entertaining commercials that have provided plenty of free advertising for the firm, as people passed them around virally. Apparently, Kia would prefer that no one help them advertise and, indeed, that no one actually watches their ads. Time to think again, Kia. If you want advertising to be effective, it does need to entertain people.