06-24-2009: Amateurs Need Not Apply MEMPHIS, TN (WKNO) - Though many politicians have little real business experience, they are the ones who pass laws to regulate business. They express business opinions as facts and predict the future with certainty. For example, former Vice-President Al Gore recently predicted that advertising in the future will be made not by professionals, but by viewers. Gore says that people want a different feeling towards brands. More peer-to-peer interaction.

The reality, though, is that too much advertising is made by amateurs already. How many local car dealerships have commercials that look like they were put together by real professionals?

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to http://www.johnmalmo.com. © Copyright 2009, WKNO