Ed pointed out the profession I�d selected was the second least respected: Marketing Executive. I made it just ahead of car dealers.
�Damn�, I thought. We all want the respect of those around us. But I commanded only slightly more respect than those who received almost none.
That�s probably why I�ve been accused of �selling stuff to people who don�t need what
I�m selling,� an accusation waged at me in social situations when I�ve responded to people who�ve asked, �What do you do for a living?�
Recently the Partners & Levit research department updated that 30-year old survey.
are now in. Thousands of people selected their three most respected and three least respected professions using a points system. The most respected were assigned five points, the second most respected three points�and the third most respected one point. At the other end of the scale, the least respected received minus five points, the second most respected minus three points and the third least respected minus one. Points were added together and the following table was compiled.
- Military Officer
- Police Officer
- University Lecturer/Professor
- Clergyman (incl. Minister/Priest/Rabbi)
- Airline Pilot
- Computer Programmer
- Child Care Worker
- Social Worker
- Film Cameraman
- Graphic Designer
- Landscape Designer
- IT Technician
- Tax Collector
- Retail Store Owner
- Bank Teller
- Retail Shop Manager
- Web Designer
- Corporate Manager
- Hair Stylist
- Interior Designer
- Radio Announcer
- Taxi Driver
- Call Center Worker
- Local Government Official
- Traffic Cop
- Bank Manager
- TV Newscaster
- Company Director
- Car Dealer
- Marketing Executive
Since I don�t like the results (I�ve now fallen behind car dealers), I�ll do what any good client would do. I�ll assume there were flaws in the research methodology. There�s nothing wrong with my profession, just with the research.
Let me take the opportunity to defend my
profession and, perhaps, get a little more respect. Here goes:
- Without marketing professionals, who would develop the commercials that interrupt your favorite TV shows so you can enjoy a much needed bathroom break?
- If not for marketing executives the selection at your supermarket would be limited and puny. There would be no Jello Pudding Pops, Lunchables or Fresh Scent Kitty Litter.
- If it weren�t for marketing professionals you�d never receive a gift with purchase at the cosmetics counter nor would you ever be able to purchase a sandwich
and soft drink at a gas station when you pull in to �fill �er up.�
- Marketing professionals have introduced you to new friends you find in your living room�and bedroom�like Dave Oreck, Frank Perdue and Dave Lennox.
- Without marketing experts Saturday morning would be void of entertaining infomercials tempting you with machines that can crunch your abs, tighten your thighs, turn your buns into steel, or improve any one of hundreds of your other body parts.
- It�s the noble marketing professional who�s helped food manufacturers introduce the
hundreds of chemically altered foods you crave for your low carb diet.
- You now realize that a gift of diamonds is the only way for a man to show a woman his love. And that the bigger, clearer and more �perfect� the diamond, the greater his love. You wouldn�t have known that without the education you�ve received from marketing professionals.
- Marketing professionals have provided you with a list of topics to discuss with your physician. �Ask your doctor if Viagra, Ambien, Lipitor, Claritin or Vioxx�are right for you�.
- Gone are the days of the
snake oil salesman. Here are the days of researching what customers want, how they want it and delivering it to them through advertising and efficient distribution channels.
Like medicine, marketing is part science, part art.
Heck, who am I kidding? My mother was probably right. I should have become a doctor.
Where do you rank on the new Scale of Respect? Let me know even if it hurts. Call me at 212.696.1200. I�ll respect you!