measurement of effectiveness in selling the product has not been a consideration. As a result many advertisers in the past have not known whether
these mini-films worked or didn't work. Until the last decade of new market
research technology, most advertisers could not gauge effectiveness by their
sales alone because there were too many other things (price promotion,
what competitors do) that also affected sales--and, as we have seen, reinforcement rather than sales is often the primary effect. Advertisers have
been able to do little more than grope towards effective advertising.This is now beginning to change. With the advent of new market research
technology and a more educated breed of product managers, marketing
managers and marketing directors, companies are becoming less reliant on
their advertising agency simply winning artistic awards to reassure them that
their advertising is working. Awards (such as the 'Effies') based on objectively measured evidence of advertising effectiveness rather than artistic merit
are now operative in most major western countries. More and more, the
advertisers themselves are putting in place the market research mechanisms
that will allow them to assess what is working and what is not.
SummaryMost advertising tries to get us to buy one brand instead of another and is
not concerned with new products per se. It can tip the balance in the weighing up of brands when everything else is equal, and it can influence which
brands get weighed up.Advertising for new products announces more than it persuades. To the
extent that persuasion is involved its record is extremely poor, because at
least 40 per cent of all new consumer products fail. When advertising does
influence our feelings of need for the product category, this is more a side
effect than the primary focus of the advertising.The effect of advertising is more often, therefore, not persuasion but reinforcement. That is, it reinforces us in the decision we made to purchase
the brand and increases the chance of our buying it again.Much of the art of advertising lies in finding a way to play the focal
beam of attention onto the attributes of the brand that are consistent with
our existing mindset. Positioning a product in this way is no easy task.Advertising's power is constrained as much by practical limitations as by
absolute limitations. These include:
|• ||the fact that consumers vote with their feet;|
|• ||competitive advertising;|
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, Alice K. Sylvester - Author.
Publisher: Allen & Unwin.
Place of publication: St. Leonards, N.S.W..
Publication year: 2000.
Page number: 134.
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