News0 min ago
Adverts
The advertising industry is worth billions , so companies must beleive that adverts works .
However , it does not work on me .
Does it work on you - do you go out and buy a product , as a result of seing it advetised ?
The only way it could possibly ' work ' on me is if i was thinking of buying a product of that nature , then seeing an advert would possibly make me consider a particular companies product , having seen it advertised .
Perhaps that's a major reason why companies spend millions on adverts ?
Or is there some other reason , which i've missed ?
However , it does not work on me .
Does it work on you - do you go out and buy a product , as a result of seing it advetised ?
The only way it could possibly ' work ' on me is if i was thinking of buying a product of that nature , then seeing an advert would possibly make me consider a particular companies product , having seen it advertised .
Perhaps that's a major reason why companies spend millions on adverts ?
Or is there some other reason , which i've missed ?
Answers
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People might think that they aren't influences by what they see on TV, but believe me, they are. I work on the magazine section of a supermarkets and am inundated by requests for titles that have been advertised. If I had a pound for every time I have been asked "have you got that magazine that was advertised on telly last night" (usually they can't remember the title, just that it was on telly) I wouldn't have to go to work for a long time!
A lot of advertising is subtle.
So, for example, suppose you went to a DIY store like B&Q or Homebase to buy some paint to paint your house.
The shelves were full of Crown and Dulux, but there was also loads of tins of "Fred Smith paint" that you have never heard of.
You looked at all the different paint and you may consider the "Fred Smith" paint (which is cheaper) but you have no idea if it is any good or not.
You know Crown and Dulux is quality paint, so you buy that, even though it is a bit more expensive.
That is the power of advertising.
So, for example, suppose you went to a DIY store like B&Q or Homebase to buy some paint to paint your house.
The shelves were full of Crown and Dulux, but there was also loads of tins of "Fred Smith paint" that you have never heard of.
You looked at all the different paint and you may consider the "Fred Smith" paint (which is cheaper) but you have no idea if it is any good or not.
You know Crown and Dulux is quality paint, so you buy that, even though it is a bit more expensive.
That is the power of advertising.
bazile
well we can measure the effectiveness of a lot of advertising because it is Direct Response - either direct mail, DRTV or these days Online. and a lot of testing is carried out to compare different creative executions and different media options for their respective yields.
The Meerkat and Gio Compario campaigns (to pick examples from another thread or two) were both shown to increase traffic to the sites and subsequent sales plus the longer term increases in Brand Awareness and Consideration.
Conventional Brand advertising is less precise but as mentioned above, test campaigns in distinct regions can produce immediate sales results, and follow up research can measure changes in Awareness, Consideration and Propensity to Buy.
As far as its precise effect on you as an individual, then you can only ask yourself if you ever make purchase decisions.
If you do, are they always based on personal experience of the product alone.
If not, what else are you using in the decision?
The Meerkat and Gio ads aren't just intended to drive people to the sites immediately, the objective is that when your renewal notice arrives, then you will go to one or more of the sites for comparison quotes
well we can measure the effectiveness of a lot of advertising because it is Direct Response - either direct mail, DRTV or these days Online. and a lot of testing is carried out to compare different creative executions and different media options for their respective yields.
The Meerkat and Gio Compario campaigns (to pick examples from another thread or two) were both shown to increase traffic to the sites and subsequent sales plus the longer term increases in Brand Awareness and Consideration.
Conventional Brand advertising is less precise but as mentioned above, test campaigns in distinct regions can produce immediate sales results, and follow up research can measure changes in Awareness, Consideration and Propensity to Buy.
As far as its precise effect on you as an individual, then you can only ask yourself if you ever make purchase decisions.
If you do, are they always based on personal experience of the product alone.
If not, what else are you using in the decision?
The Meerkat and Gio ads aren't just intended to drive people to the sites immediately, the objective is that when your renewal notice arrives, then you will go to one or more of the sites for comparison quotes
Yes like hc4361 I too bought a Karcher window vac just because I saw the advert, it is brilliant, very glad I saw the ad.
I think we are influenced by adverts more than we realise. I tried a different flavour of my regular breakfast cereal because I saw it advertised on TV. Also movie trailers may help to influence our decision to see or buy the DVD. I expect if we all think hard enough we can come up with quite a few examples of where we have decided to buy a product, or an new line of our favourite product because it has been showcased on TV or in a magazine.
Also as has already been stated here, some adverts are not to entice us to buy a particular product but are just profile building to raise awareness of the brand, it makes us trust the brand more over others that we are not as aware of.
Interesting question and informative answers given by other posters, thank you!
I think we are influenced by adverts more than we realise. I tried a different flavour of my regular breakfast cereal because I saw it advertised on TV. Also movie trailers may help to influence our decision to see or buy the DVD. I expect if we all think hard enough we can come up with quite a few examples of where we have decided to buy a product, or an new line of our favourite product because it has been showcased on TV or in a magazine.
Also as has already been stated here, some adverts are not to entice us to buy a particular product but are just profile building to raise awareness of the brand, it makes us trust the brand more over others that we are not as aware of.
Interesting question and informative answers given by other posters, thank you!
advertising is not supposed to be some sort of magic hypnotism that sends people rushing out to buy stuff that they dont want or need - you seem to be misundertsanding their aims, to say it 'doesnt work' on you, because your description of when it 'does work' on you is exactly what theyre aiming for!
not many people just go and buy something only because they saw an ad -
they buy if they intended to buy a similar item anyway - and they go for the branded product simply because they have heard of them, and therefore feel there is quality and trust there
its about trying to get their products into the public consciousness, to get it to become so well known that people think of them when they think of a certain object or product.
what do you call your vacuum cleaner? - a hoover? thats a brand name.
do you say blutack? or sticky tack - blutac is a brand name.
can of coke or can of cola?
tippex or white out?
these brand names have become so synonymous with the product they have become the product!
a lot of it is subconscious, repetitive, sinking in
do you buy brand names?
do you buy rola cola or pepsi or cocacola? do you buy schweppes lemonade and 7up, or panda pops.
not many people just go and buy something only because they saw an ad -
they buy if they intended to buy a similar item anyway - and they go for the branded product simply because they have heard of them, and therefore feel there is quality and trust there
its about trying to get their products into the public consciousness, to get it to become so well known that people think of them when they think of a certain object or product.
what do you call your vacuum cleaner? - a hoover? thats a brand name.
do you say blutack? or sticky tack - blutac is a brand name.
can of coke or can of cola?
tippex or white out?
these brand names have become so synonymous with the product they have become the product!
a lot of it is subconscious, repetitive, sinking in
do you buy brand names?
do you buy rola cola or pepsi or cocacola? do you buy schweppes lemonade and 7up, or panda pops.
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