how and why are ads so effective?
ads are increasing by an alarming amount and being stuffed literally eveywhere and in everything?!
and i dont know a single person that watches them or ever purchased anything because of them, not even the moest gullible people thet where scamed with all sorts of bullshit
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One way to think of advertising is that most advertising is ignored by most people most of the time, but that still leaves some ads that influence some people some of the time.
That influence can come in two ways:
* Strong – you see an ad and (at the moment or later) you have a need for what is advertised. The ad directly influences you to check out the thing.
* Soft – you see recurring ads over time for a brand. You recognize the name. Eventually you go looking for that kind of thing; you take a look at the brand because that’s what you already know
Targeted advertising has led to a resurgence in strong advertising, as algorithms can often identify items you’ve looked at or you might soon need and offer them to you, nudging you to buy them. Soft advertising is also doing very well – think of all the brands you know and all the brand items you have. Even most people who are ad averse are influenced by soft advertising, because it is very difficult to avoid knowing particularly pervasive brand names.
Cure cancer, and tell no one, you’ll sell nothing.
Ok thats a bit extreme, but although we aren’t always sure if marketing works.
But we are sure *not* marketing doesn’t work.
Marketing has many functions, you may think it’s always about directly selling things, but thats not usually true.
Consider a high end fashion designer. If I serve you an ad for Lou buotin heels, will you buy them? Odds are your a middle aged dude, but thats not the point. The goal is to make you AWARE of the brand, and the red sole. So when a woman shopping for shoes is picking her next brand, she thinks, “no one will know that these are $800 heels, but they will recognize these”
It can also be about favorable opinion. Why does GE advertise jet engines? Because it raises consumer confidence for their product, so when the go sell to Boeing and airbus they can boast that planes with ge engines are seen as safer.
Just a few examples where marketing may not be about a direct sale.
(Though much of it is)
How do you even KNOW the name of, say, a VPN company, or a box of food delivered to your door, or an online therapy service? (I’m sure you can imagine the ones I’m talking about)
If it weren’t for their ads on youtube, it’s likely you wouldn’t even know they exist. But they are basically household names due these annoying ads; I bet you could tell me which is the most popular of each one.
Are we talking about tv ads only?
I work with digital marketing and yes, it works. People click on the ads and buy the products, and it’s worth the amount paid in ads, so it does work.
The mere exposure effect is one proposed mechanism – familiarity with something increases liking.
However, I am skeptical that there is robust evidence that ads work. Are there published RCTs comparing ads vs no ads?
Interesting reading here on the topic here: https://insight.kellogg.northwestern.edu/article/is-your-digital-advertising-campaign-working
The problem is not ads in general. They are only annoying when they are not relevant for you.
For example: I don’t care about fashionable clothing commercials aimed at other people, but when I see a t-shirt with a nerdy joke on it on Facebook, I’ll hit the like button and _will_ consider buying it.
Worked in advertising my whole career.
As long as there is mass media, ads will continue to be the means of funding that media — with cable TV and radio’s decline, much of the ads now are just disguised as “content”, i.e. articles, YouTube videos, paid promotions, etc.
It’s gross but it’s not changing
Imagine there was adblock for TV.
Or is there?
Reveal your age (and where you live) and we make you sing a jingle which is deeply ingrained in your brain and yes, that changes your perception of a brand.
I get the impression that it’s completely scattergun. In theory everyone knows that word of mouth recommendation is more effective but every social media platform is know a morass of interruption marketing.
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