26 'MENTAL REACH': THEY SEE YOUR AD BUTWhether communicating the corporate or communicating the brand, an
ad must generally break through in order to work most efficiently. In this
era of TiVo and digital video recorders (DVRs), when so many ads are fast
forwarded, this remains true. Fast forwarded commercials may have an
effect if the ad has broken through and been noted previously.1 However,
many ads are mediocre at breaking through in the first place. Others are
compelling and involve us. Still others can be so boring that even if we
don't fast forward them, we skip over them mentally or tune them out and
we can't recognize ever having seen them.Reach is a media term that simply means the percentage of people
who have had an 'opportunity to see' that ad. But even if people are in
front of the screen, to what extent does the ad reach them mentally and
touch their minds as well as their eyes? And if it is does, just what gets
through? This chapter focuses on the difference between 'media reach'
(how many have an 'opportunity to see') and 'mental reach'.Let us look first at what people generally do when they see an ad.
We will focus on print ads for the moment and come back to TV and the
web later in the chapter. In an earlier chapter we saw that in order to
understand an ad, people seem to go through a process similar to the
DOES IT GET THROUGH?
|1. ||First, they recognize that it is an ad.|
|2. ||They then immediately try to identify what it is an ad for. They look
for something familiar that corresponds to a memory address that
they recognize—something that already exists in their minds. Usually
this is a brand or a product category.|
|3. ||When they have located a memory address, their minds can then
store any new information that is in the ad in that pigeonhole.|
Questia, a part of Gale, Cengage Learning. www.questia.com
Book title: Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why.
Contributors: Max Sutherland - Author.
Publisher: Allen & Unwin.
Place of publication: Crows Nest, N.S.W..
Publication year: 2008.
Page number: 278.
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