Originally posted by RiceHigh May I elaborate that the main point of my opening post is to point out an example how poor (or even stupid) Pentax's marketing really are, as usual over time.
In fact, good marketing is the essence of a successful product (which might not be truly superior, but cannot be very bad, of course).
Good marketing means smart, but not necessarily spent a lot of money to do it. But if a company has already limited budget, like Pentax, inferior marketing is just wasting their valuable money further.
For marketing, what they need to do is to "touch" the hearts of the potential buyers and to aim at the *right* persons. More importantly, the marketing guys should first know what their products are for what people, before they finally created an Ad. As such, the (successful) marketing guys should always know also quite well about their products.
I found that Canon's marketing is usually very smart. Take an example of the TV Ad for the 400D I saw in which a girl carries around a 400D to travel, it emphasizes more for the scenes for the tours, the feel of travelling, more than the camera itself and that the Ads shows that it's small and lightweight and they need not to mention in any verbal words for "it is an ideal travel camera" and "it is an ideal camera for ladies" or etc.
Similarly, for the 40D Ad, the man holding a 40D riding a land rover to shoot a running tiger and shoot the tiger like with a machine gun. Again, there is no need to use lengthy description words. The movie says it all already.
On the other hand, Sony's Ads usually show that the users who use their products are of unique taste and of a superior living styles, which are usually very effective.
In contrast, the Nikon's D40 and D40X TV Ad I have seen is very worse. It contains all along boring and lengthy verbal descriptions of the specs of the D40 and D40X and narrate(?!) the advantages of the cameras one by one, first by a man and then by a lady. Such an Ad is also useless IMHO. Unless the watcher has already known about the specs and features, no one is actually interested or be able to remember all these technical things within that tens of seconds.
I used to study in the U decades ago for marketing subjects as selective ones for interest and I can observe and do know the differences between such good or bad Ads.
For this case of the Pentax UK's "ideal action DSLR" Ad, I would say it is just a joke. It is very likely that the Pentax guy who made the Ad actually knows nothing about the K10D (of course not about the pros and cons of it) nor he knows well about what the competitors offer!
We may have tussled in some other threads before, but you're right about Pentax not playing to the strengths of the K10D. And good points about the other ads as well. It might not have been such a gross mistake to market the K10D as an action camera some years back, but in this day and age, compared to how the competition fares in continuous AF and tracking, I'd say Pentax is lagging in this aspect. The K20D might fix this, but that's a moot point since the ad plugs the K10D.
Mike, I'm always one to admire your work, but an ideal action DSLR at this point in time should not have to have a user learn to manually focus lenses. Proper MF technique can and will compensate for a not-so-ideal AF for action shots, but the reality is, we live in an age of automation and to say a DSLR is ideal for action shots is to say that not only does the camera do 3 FPS or more, but also it focuses fast and accurately, and should at least equal or surpass the competition, since the marketing buzzword being "ideal".
There are other better qualities one can extol in the K10D. Like, say, outstanding image quality (which would probably appeal more to a greater photography-loving audience).