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I was having dinner with friends the other evening, and one of the guests made a familiar statement. For those of us in marketing, this is a familiar thing to hear. Companies expect advertising to produce returns, just like any other investment. companies would not invest billion (yes, that's the size of TV's ad market) in something they thought didn't work.More often, however, you barely attend to the commercials you see.You do not reflect on the scenes and messages unless triggered by something else at a later date: seeing the advertised brand on the street, when you need to buy the product or, in the case of my friend, talking about it at the dinner table. The ideas, impressions and positive feelings about the brand that matter.No one likes to think that they are easily influenced.
This cues up the “creampuff” line and a whole episode dedicated to Carmilla’s backstory told with sock puppets, which kind of become inappropriate as it gets more and more tragic.
Here, the objective is to seed positive ideas and memories that will attract you to the brand. Advertisers have little control over how audiences receive their message.
New news might appear relevant and credible to some ("Geico can save me 15 percent or more? "), while others consider it unpersuasive ("Allstate's cheap enough").
The reason that my friend -- and, I'm guessing, many of your friends -- think advertising doesn't "work" is that they think advertisements are trying to make them do something immediately. Successful advertising rarely succeeds through argument or calls to action.
Instead, it creates positive memories and feelings that influence our behavior over time to encourage us to buy something at a later date.