The Musings Of An Opinionated Sod [Help Me Grow!]


Proof Advertising Is Effective …
November 27, 2006, 1:42 pm
Filed under: Comment

OK … so the whole ad campaign was part of a scam and the people who paid out billions were obviously mentally challenged [what sort of ants could give you a 60% return on your investment] but this does prove advertising can be effective. 

Sometimes. 

If you s-t-r-e-t-c-h the truth … like saying you’re a ‘healthy food company’ and then fill your products with sugar etc, hahaha!

How far is too far eh? Infact, maybe the only honest brands out there are the Sex Internet Companies … who at least tell you exactly what they have and how you’ll feel at the end of it. 

Ha … who’d of thought it, porn are the ethical advertisers. Genius!


17 Comments

hello rob! i’m one of the smu kids who did the sony project coupla weeks ago, started readin your blog after mark released it to us. must say it’s been a good read!

anw must share another one i came across recently: a real job ad i found:

29 people needed to Lose 5-25Kgs by Feb. 2007! Our company needs documented results of Singaporean people! All natural products, Halal Certified, Dr. recommended in the US and in Europe. Send email with your name & phone number to receive health evaluation & see if you qualify for our program. Mr Grimberg

painful to think about future consumers of this product who really buy their ‘proven’ results!

Comment by some smu kid

Hello …

Thanks for that – proving Asia’s obsession with ‘fitting in with a cultural physical look’ regardless of the ramifications, ha!

I’m actually grading all the SMU projects now – which is both fun [I can pretend I am teacher] and scary [the responsibility of being fare and encouraging]

Hope you had fun and no doubt see you at my next ‘ranting session’ at SMU.

Comment by Rob

The ‘success’ of the ant scam makes you wonder why many of our clients in this day and age are so fixated on ‘reason to believe’ in their brand advertising when human decision-making is obviously far from logically driven.

Comment by fredrik sarnblad

Brilliant point Fred … the fact some clients believe advertising makes people get up and buy products immediately is astounding.

What is a ‘reason-to-believe’ anyway? Really?

I mean VW became famous with ‘RELIABLE’ but never really explained why they could say that … and NIKE are rather successful despite never talking about how their shoes can make you feel like a champion.

Of course in some cases, proving what you say is important – and it has led to some of the greatest campaigns ever [the car on the billboard for the glue company is one] … however in many cases, I believe RTB is more for internal morale than driving customers to stores – because it acts as a validation for what people in the company have been doing for the last year or so.

It’s exactly the same principal why adland has awards – because it makes us feel important … makes us feel we’re doing something of really value and depth when in reality it’s a small, small, small part of people’s lives [though often a big, big, big annoyance] and brands profitability.

Comment by Rob

Ants…genius.
Its almost like the spammers sat at home thinking “whats the most absurd thing we could ask them to buy into?…”
‘I know boss, ANTS!’

Its so true about the “wow thats great im gonna go buy it now” mentality that many adverts seem to assume we have. We dont! (though the internet is moving things slowly that way)

Comment by Rob Mortimer

Sort of … it’s still dependent on the product and the situation of the viewer – it’s doubtful someone will get off their fat arse to buy a jar of Nescafe at 1 in the morning just because an ad was on – be it TV or internet. Amazing though – the clients think it happens. Would love to meet the people that have sold them that idea.

Comment by Rob

Hire that person! Who else could make a car company think that someone is going to rush out and buy a £20,000 saloon RIGHT THIS MINUTE! *sound of door slamming*

Its true, im not gonna go buy a washing machine because the ad persuades me. But I might go and find out more about it online, or next time I go in store.

However, on a few occassions I have bought albums after hearing a song I really like on TV.

Comment by Rob Mortimer

Unfortunately some clients have mistakenly taken circumstances where people instantly buy a product because of an ad (music for example) as ‘gospel’ … which has led to disappointment, frustration and bloody bad clients, ha.

Comment by Rob

Youd think the first thing a client should understand is the purchase process for their own products and markets!

Comment by Rob Mortimer

That’s the problem – they think they do!

Comment by Rob

Ignorance must really be bliss for some clients then. That so fundamental to all promotion, its shocking that some are so poor at it.

Comment by Rob Mortimer

I know … it’s a major issue for both companies and ad agencies alike. Hense the over-reliance on research findings – which can also be handled unbelievably badly by people who fail to appreciate and acknowledge that what people may say in a group, may not actually be what they do in the ‘real world’.

It’s not about being anti-research [in the right hands, it’s power is astounding] it’s about understanding it’s a guide and a validator rather than as it is often used – the torch that leads the way forward. If it was that perfect – we’d have no brands failing and no businesses going under – but clients need ‘validation of doing the right thing’, if only to protect their job to their superiors which highlights the fact that while companies talk about wanting their people to take calculated risks, in reality, they want the same old, same old.

Comment by Rob

Im very wary of relying on research, especially if its being used because of a lack of market understanding.

Research is surely best WHEN you understand the market.

If you don’t know how people buy, how can you expect to accurate quantify research on their buying?

Comment by Rob Mortimer

That’s why we got Paul Britton involved with cynic [the FBI profiler] because he understood more about the thinking behind peoples actions than almost any other ad specialist.

Don’t get me wrong – research can be great and we use tons of traditional and none traditional methods – but as I said, it is very important you appreciate its strengths and weaknesses because otherwise, you could be doing more harm than good.

Comment by Rob

Definitely. Good research is brilliant, bad and misplaced research (too much of it) is dangerous.

Comment by Rob Mortimer

Knowing the difference between good and bad research is the issue too many companies and agencies don’t understand or want to understand.

Comment by Rob

Which is so stupid its almost embarassing.
Is it any wonder so many companies dont treat agencies with respect if they dont point out this issue needs addressing??

Comment by Rob Mortimer




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