| |
| |
|
Advertising Information |
|
|
|
Advertising That Annoys: The Real Story
Critics conclude that entertaining or "creative" commercials sell better than those that are bland. But liking the commercial may not really be that important in the scheme of things. It all depends on the needs and preferences, motivation and financial reservations of the customer. The question isn't whether people like the advertisement or not, it's whether the advertisement is effective in selling. Often, people who are irritated by certain campaigns don't fall within the intended target market. In 2000 Budweiser ran its ''Whassup?!'' campaign. Ad Track reported these commercials scored best with 18- to 24-year-olds; 52% of the survey participants said they liked them ''a lot'', while participants 65 years old and over didn't understand them, or didn't want to; 61% disliked the commercials. Yet, it's highly unlikely that Budweiser was trying to reach the 65+ market. When Toys R Us launched their campaign featuring Geoffrey the giraffe to promote the revamping of all Toys R Us stores, 38% of women rated the advertisements highly compared to 16% of men. Since the advertiser's goal was to get moms back into the stores, that low rating from men was meaningless to Toys R Us. Pier 1 started running its commercials featuring Kirstie Alley this year. Twenty-seven percent of the people familiar with the commercials didn't like them, and only 6% thought that they were effective. That comes as a surprise to Pier 1 because same-store sales rose 17% in February and foot traffic is up 12% since October! The goal of most advertising is to increase sales. So, if people buy, the advertising is effective-no matter what critics may say. Let's look at some other factors that contribute to the effectiveness of "irritating" or "disliked" advertising. Media weighting has a lot to do with response to advertising. It's important the media plan is developed to accurately reach its target. Just the right amount of frequency has been proven to increase recall, recognition and even persuasion. So a focused and targeted media schedule with effective frequency is a major influence in selling a product. Familiarity with the product plays a role in increased sales of a brand with an "irritating" advertising campaign, too. According to the Journal of Advertising Research, customers' knowledge of, experience with, or loyalty to a brand are components of familiarity-and familiarity is the most important factor in the effectiveness of advertising. Since customers tend to give greater attention to advertisements of a familiar brand, and may attach their experience with the brand to the advertisement, customers are likely to accept the message and respond to the "irritating" advertisement with a purchase. International Brand & Advertising Research conducted a test to determine if "feelings of liking or disliking commercials are the motors that drive brand attitudes and sales." In the study, 251 30-second commercials were aired, representing six major product categories: food, confectionery & desserts, beverages, household products, personal care products and automotive. An analysis of the 251 commercials showed that there was no "robust, empirical evidence to suggest that either liking or disliking are reliable predictors of a commercial's performance in relation to sales-validated, evaluative measures." In fact, liking or disliking accounted for "no more that 11% of the variation on any of the major evaluative measures." A "well-liked" advertising campaign does not always mean an increase in sales. Just like an "irritating" advertising campaign does not always suppress sales. The fact of the matter is that effectiveness depends on factors other than "likeability", and what may be "irritating" to some may not be "irritating" to the intended target. At the same time, what may be "well-liked" by one group may not be received as well by another. It's up to the advertiser to determine the most likely target and the best way to reach that market to make a campaign effective. Mark Levit is managing partner of Partners & Levit Advertising and a professor of marketing at New York University. Partners & Levit's clients include Procter & Gamble, UnitedHealth Group, and GE Commercial Finance. For more information call 212-696-1200 or visit http://www.partnerslevit.com.
MORE RESOURCES:
Advertising - Google News |
|
|
|
RELATED ARTICLES
Buying Radio? Read This and Dont Waste Your Money Pay close attention and make it work the best for you.No doubt you've listened to, and then quickly deleted, messages from account execs from your local radio stations. What Makes Advertising Successful? MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD: 1. PERSUASIVE SELLING COPY. Trade Writing - For Cash! Often considered as "plain Jane's" of the print world, trade magazines prove that there is more to a market than just a pretty face.Trade magazines are written for a specialized audience and typically focus on one specific area or industry. Improve Your Promotional Flyers And Improve Sales Admittedly, I have not seen your advertising flyer. Then again, I probably don't have to. Cable Ads 5 Bucks! Cable has grown from 13 houses connected together in 1948 to coverage of nearly 70% of all households in the U.S. 100 Excellent Words and 70 Action Getting Phrases for Ad Writing 100 Excellent Words Absolutely. Amazing. Make the Right Advertising Decisions Advertising is a powerful and somewhat frustrating marketing tool. It enables us to launch new products and services, increase sales, and increase awareness. How Do People Know Youre in Business? One of the most important things to do now that you've started a business is to TELL THE WORLD! But HOW? It can be very expensive and time consuming if not done properly. Here's some inexpensive publicity and marketing ideas to help you get recognition for your new venture. What Is Most Important - Copy Or Pic? When, some little time ago now, I first descended upon the advertising scene, we were a good deal more concerned than most people seem to be today about the nature of the business we found ourselves in. We were always holding debates - in the saloon bar of the Coach & Horses in New Bond Street, to be tiresomely precise - about the meaning of advertising, the significance of advertising, and the past, present and future of advertising. Cable TV Advertising; Mobile Detailing Customers If you own a mobile detailing business or mobile car wash company you should have the local cable company as one of your clients. You may even find your self with some free publicity. Advertising Basics for Beginners So many of us who have decided to do business online have no background in marketing or advertising. It can be so frustrating without any kind of guide. The Art Of Fear Free Advertising Is fear of failure an issue when you commit valuable money in advertising?Well how about if I showed you a way to remove this fear and you know that you would be able to spend money advertising KNOWING you would get a return?Is that a valuable lesson?Course it is!So, how do you do it?The answer is testing!It's simple really.. How to Advertise with Flyers When you first start out on your business venture, money is usually tight but you still need to advertise. One of the most affordable, yet very effective, ways to begin your advertising campaign is with flyers. How to Write Ads that Pull Orders If your ads aren't paying off then you need this quick method in writing ads that get orders. Step 1 - Write a headline that will draw attention to your product or service. Books, Bibles and Fast-Talkers Every community has 'em. Fast talkers who roll into town with a clever idea to sell to people in business. Advertising - Should You Be Advertising Your Services? You offer a reliable, quality service. You know that if more people knew what you can do, you'd increase sales. Promote yourself on radio for free Unless you have become extremely popular in your personal or business name, you likely need all of the marketing and promotion you can get. Now, you may say, of course, I'm aware of this, but who has the money? This a good and fair question. Understanding The Basics Of Advertising I get the L.A. Seven Ways to Waste Your Money on Yellow Pages Advertising Each year there is a Yellow Pages arms race where competitors in each category are encouraged to out spend each other. There is only one winner in this arms race, and it is not you! Too many advertisers waste their money on Yellow Pages advertising without first considering their marketing strategy. Moving message Sign Moving Message Signs are a unique, attention-grabbing way to communicate and motivate. They are used for eye-catching shop-front or under awning advertising, promotions of products or services, directing and/or welcoming customers, displaying safety and emergency information, directing customers to specific service areas or entrances etc.
|
| home | site map |
| © 2006 |
