Myths about advertising effectiveness
One is, of course, is remembered much better than the other. But what she remembered, does it mean that it also successful? Below are 10 myths about advertising that you believe most people. Marketers are also exposed to these myths when you rely on your own experience or casual observation instead of survey results.
- Advertising creates needs. In the world today there are 30 million iPods. This advertising has created the need and enthusiasm? Of course, before there was iPod consumers are not walking in circles, saying, “for God’s Sake, someone, think, finally, a little box that can play a bunch of music.” They didn’t know what they need or what they want portable music, until it became available to them. A similar situation can push marketers to the dangerous conclusion that advertising can create needs, when at best it can be used to meet needs that only appears.
- The effect of advertising persists over decades. Coca-Cola is known to almost all consumers due to its longevity in the market. But allows her to retain and increase market share, or simply some people really like the taste? The first statement leads to the misconception that some brands are centenarians still alive, so for a long time advertised. This leads to an even more dangerous error that is constant over a long period of time equal to the long term success of the brand.
- Even if the first is not working, its repetition will lead to success. “Frequency” that is part of the formula frequency+coverage, controls the number of times a consumer must see a message to fully penetrate. As a result, if a is not perceived by the audience, advertisers sometimes blame the lack of frequency, considering it as a solution to the problem.
- Three times is enough for effective advertising. Speaking of frequency, there is a longstanding myth that the optimal ad viewing there are three demonstrations, after which the efficiency decreases. Of Tellis Gerard (Gerard Tellis, D. phd., professor of marketing at the University of Southern California Marshall School of Business) ascribes this theory to the researcher with General Electric Krugman Herbert (Herbert Krugman), who believed that the first viewing attracts attention, the second is of interest, and the third pushes to purchase. Since then, we have seen many examples where missed one show, and many others, where the optimum was much more.
- Firms often use subliminal advertising. The Tallis believes that this myth could be due to a General distrust of big business or the lack of consumer knowledge regarding what actually does the word “subconscious”. In any case, this practice is not legal, as the Federal trade Commission (USA) have banned this form of advertising in 1974.
- Humor in advertising oposlya message. Humor in advertising is weakly associated or not associated with the brand, forcing many professionals to wonder, does the humor actually message. In fact funny ads can do several positive things, relaxing the audience, opening their minds to the message, distracting them from the counter and leading in a good mood. However, excessive use of humor rather prevents to receive the message.
- Sex sells. Or not? The is centered around sex, will attract attention, but not always positive. And it may not lead to the desired result or behavior.
- The most effective advertising – is a clear logical arguments. This myth is based on the belief that consumers, even loyal, make the decision by comparing the characteristics and virtues of competing brands. This is sometimes true, often not.
- A unique and creative solution guarantees results. Under constant pressure to give creative ideas, many advertisers (and their agencies) believe that advertising in order to attract attention, must be absolutely unique. There are no scientifically proven correlation between the uniqueness of the message and sales of the advertised product. The novelty of your message, channel, target segment, product or implementation are more likely to lead to higher sales than a simple increase in the number of ad impressions. But novelty in itself is no guarantee of success.
- Advertising brings profit. It is widely believed that for all the money spent on advertising, she brings a very high income, otherwise companies would not spend such amount. In reality, the high cost is a reflection of continuation of past practices that does not lead to high ROI.