The effectiveness of marketing.

[Phoenix84]

How effective to you think advertisments/marketing really is?

I've read reports that the average person is exposed up to 5,000 ads per day.  It's so ingrained in our culture that most people probably don't think about it much.  They're just in the background.

How much effect does marketing really affect us?  Obviously companies wouldn't spend so much money on it if it didn't work.  But I can't think of very many instances where a specific ad has influenced me to make a purchase I didn't want to make.  Is the ad's purpose to try to convince you to buy something you otherwise would not want to buy, or is it to simply inform you of the product's existance?  Or perhaps it's both?  There's also very subtle psychological triggers placed in these ad's, and a lot of research is done in this area as to what's most effective. 

As I said, I can't think of any specific instances where an ad convinced me to buy something that I otherwise didn't want to buy.  However, if I have a particular need, I might choose the product or service advertised over one that is not.  For example, I'm hungry and I want to go out to eat, if I see an ad on TV or something, I might be persuaded to try it out because I saw the ad.  But car commercials are everywhere, and I've never seen a car commercial that made me want to run out and buy a car when I otherwise had not made the decision to get a new car.  I've driven the same car for years, and will not consider purchasing a new one until I'm ready for it.  So in effect, car ads have no effect on me, except perhaps to make me more inclined to test drive that particular model should I already want to buy a new one.

On the other hand, I'm not so naieve as to think ads don't manipulate us (including me) in subtle ways we may not realize.

What do you think?

[NomoreDramaQ1015]

That ad for a 2014 Chevy Silverado might not make you run out and buy one right this minute or ever, BUT the next time you're looking for a car you will recognize the brand.  You're subtly inclined to pick a brand of car you "know" as opposed to a random brand of car you've never heard of. 

So it's very effective just not in the way you think it is.  Human brains are hardwired to decide first and then seek evidence to back it up later.  You've seen a million Chevy ads, you've never seen X brand car in your life.  Majority of people will pick Chevy since they already "know" the brand.  Do they really?  Nope probably not, but the constant commericals make you feel like you do.

[Sum Dum Gai]

The ads might not make you run out and buy the product immediately, but they do make you aware of it.  Take your eating out example.  When you want to go out you start mentally going through the list of all the places near you deciding what you want to eat.  Except that isn't really all the places near you, it's just the ones you've heard about.  You've heard about them from advertising, driving by their signage, recommendations from friends, or what have you.  There are probably places near you with good food that you've never heard about because they don't advertise, or you don't notice the signage, so you'll never go eat in them.

It's the same with products.  You're more likely to research products that you've heard about, often through advertising, than you are to consider purchasing something you've never heard about.

I do have the same doubts you do about the effectiveness of a lot of advertising though.  Look at Coca-Cola.  I doubt there's anybody over the age of 8 in this country that doesn't know what Coke is.  Do they really need the massive advertising budget that they have?  I doubt it.  Coke drinkers will drink Coke without the Superbowl ads.  Pepsi drinkers will pick  Pepsi without their ads.  Neither is going to switch, because at this point they buy their cola beverage based on the taste that they prefer.  There's nobody left that hasn't heard about the two products, so really who are those ads targeting?

[Knee Deep in Water Chloe]

It amazes me how many logos, songs, and commercials my daughter has memorized. She claims she wants to be a neurosurgeon, but it wouldn't surprise me if she went into marketing. W don't even watch much tv.

[Chocolate Lover]

I can tell you they worked for Wendy's back in the dark ages when I worked there.  I used to make the salads in the mornings and you could always tell if there was a commercial running advertising one. Instead of making 8 taco salads, I'd be making 20 or more.

[Phoenix84]

DramaQ's and Dark's point is well taken.  Advertising builds brand awareness and people are more likely to choose the products and services they "know" over ones they don't know, even if all that they know is carefully crafted marketing material.  I couldn't see myself at a car dealership and deciding on bumfuggle autos over chevy autos.  The bumfuggle autos might be better, but who the hell knows?

[Deleted]

Aug 13, 2013 14:44:17 GMT -5 Sum Dum Gai said:

The ads might not make you run out and buy the product immediately, but they do make you aware of it.  Take your eating out example.  When you want to go out you start mentally going through the list of all the places near you deciding what you want to eat.  Except that isn't really all the places near you, it's just the ones you've heard about.  You've heard about them from advertising, driving by their signage, recommendations from friends, or what have you.  There are probably places near you with good food that you've never heard about because they don't advertise, or you don't notice the signage, so you'll never go eat in them.

It's the same with products.  You're more likely to research products that you've heard about, often through advertising, than you are to consider purchasing something you've never heard about.

I do have the same doubts you do about the effectiveness of a lot of advertising though.  Look at Coca-Cola.  I doubt there's anybody over the age of 8 in this country that doesn't know what Coke is.  Do they really need the massive advertising budget that they have?  I doubt it.  Coke drinkers will drink Coke without the Superbowl ads.  Pepsi drinkers will pick  Pepsi without their ads.  Neither is going to switch, because at this point they buy their cola beverage based on the taste that they prefer.  There's nobody left that hasn't heard about the two products, so really who are those ads targeting?

the "new" generation of drinkers

and ads...especially brand ads, have an effect over time

most people have chosen their drink of preference.....coke or pepsi

but there are some that are not brand buyers....who buy what is on sale

and stealing 1% market share for coke or pepsi is a HUGE number

[Sum Dum Gai]

I imagine with Coke and Pepsi they advertise mainly so that people who already like their product realize they're out and get a craving for a cola.  After this many decades of the two going head to head they must realize they're not going to take significant market share from each other.

[Deleted]

Aug 13, 2013 15:01:34 GMT -5 Knee Deep in Water Chloe said:

It amazes me how many logos, songs, and commercials my daughter has memorized. She claims she wants to be a neurosurgeon, but it wouldn't surprise me if she went into marketing. W don't even watch much tv.

I keep trying to hint to my daughter that she should want to be a doctor, but she never does.  She always wants to be a princess or a mother.

[Sum Dum Gai]

I keep trying to hint to my daughter that she should want to be a doctor, but she never does. She always wants to be a princess or a mother.

So glad my daughters never went through the princess stage.  The older one wanted to be a private detective for quite a while though.  That was pretty weird.

[GRG a/k/a goldenrulegirl]

In my current goofy little part-time job, I am required to ask customers for their email addresses so that our marketing folks can send them sales announcements and coupons, etc.

So, let me be absolutely clear:  I HATE ASKING YOU FOR YOUR EMAIL ADDRESS as much as you hate me asking.  Trust me on this.  I wouldn't do it if my performance on that standard wasn't tracked DAILY.  I am not certain how well this marketing strategy works.  I personally think it must piss people off more than it entices them to buy our products.  But, I could be wrong.  

So, FYI:  I've now taken to subtly suggesting that customers set up a completely separate email address for these kinds of marketing strategies.  I have a couple of my own.  That way, the constant barrage of emails from various retailers, online sites, etc. don't clog my "real" email addresses and, yet, are available to me if I ever want to check them out.    

[Deleted]

Aug 13, 2013 15:42:52 GMT -5 Sum Dum Gai said:

I keep trying to hint to my daughter that she should want to be a doctor, but she never does. She always wants to be a princess or a mother.

So glad my daughters never went through the princess stage.  The older one wanted to be a private detective for quite a while though.  That was pretty weird.

I have a feeling this stage is going to last a long time.

[NomoreDramaQ1015]

Have her watch Doc McStuffins on Disney Junior.  Now my kid is playing doctor all the time.

[Sum Dum Gai]

Start buying her cool science toys.  Our 11 year old says she's going to be an electrical or mechanical engineer when she grows up, and wants to work at SpaceX.  The 12 year old wants to be a graphic artist though... so it's a fifty fifty shot this idea will work based on my sample size.

[Deleted]

Aug 13, 2013 15:47:20 GMT -5 NomoreDramaQ1015 said:

Have her watch Doc McStuffins on Disney Junior.  Now my kid is playing doctor all the time.

She watches Doc McStuffins some and loves to play nurse/doctor games on the kindle, but still no dice.  She is a princess at heart.  She wants to wear a dress every day.  And not just any dress.  It has to be a long dress.  And we have to fight her when we don't allow her to wear her fanciest shoes...

[NomoreDramaQ1015]

Tell her she can be Princess Doctor.  She needs a back-up career in case Prince Charming divorces her.  Good YM planning.

[Iggy aka IG]

Re: the OP:  The 1994 Chevy Camaro ad made me want to run out and buy one at the time.  And I did. 


The marketing question is one I have asked myself often in the ten years I've owned my business.  As Dark mentions above, ads make people aware of your business.  It's about brand recognition, IMO.  I also think it's a matter of what kind of company it is.  For me, in this small valley, print advertising doesn't work.  People do business here with people they know.  Volunteering and community involvement has worked the best for me.  That and referrals.

[Sum Dum Gai]

She is a princess at heart. She wants to wear a dress every day. And not just any dress. It has to be a long dress. And we have to fight her when we don't allow her to wear her fanciest shoes...

Sweet!  We just found the coolest line of dress up clothes.  They're made of really high quality Chinese silk.  A bit pricey, but they're gorgeous.  If you want to just give me your credit card now I'll be happy to send your daughter the best princess clothes, veils, hats, and whatnot.  Make sure to have a couple drinks before you open the bill though. 

[Phoenix84]

Aug 13, 2013 15:43:17 GMT -5 GRG a/k/a goldenrulegirl said:

In my current goofy little part-time job, I am required to ask customers for their email addresses so that our marketing folks can send them sales announcements and coupons, etc.

So, let me be absolutely clear:  I HATE ASKING YOU FOR YOUR EMAIL ADDRESS as much as you hate me asking.  Trust me on this.  I wouldn't do it if my performance on that standard wasn't tracked DAILY.  I am not certain how well this marketing strategy works.  I personally think it must piss people off more than it entices them to buy our products.  But, I could be wrong.  

So, FYI:  I've now taken to subtly suggesting that customers set up a completely separate email address for these kinds of marketing strategies.  I have a couple of my own.  That way, the constant barrage of emails from various retailers, online sites, etc. don't clog my "real" email addresses and, yet, are available to me if I ever want to check them out.    

When I worked retail, I HATED asking people to open a store credit card and also pushing extended warrenties.  I felt like such a dick doing that, especially since we were "offically" supposed to ask three times, but I only could stomach asking once.  The extended warrenties in particular confused me.  It seemed odd that we'd be pushing a service that counted on our products breaking.  Normally if you were selling something, you'd want the buy to think it would be durable and last a long time right?

Anyways, bottom line is I would suck at any sales job.  I'm not pushy enough, and I'm not a people person.

[Sum Dum Gai]

The extended warrenties in particular confused me. It seemed odd that we'd be pushing a service that counted on our products breaking.

Actually extended warranties count on the product not breaking.  If it breaks you have to replace it which costs money.  If it works fine the whole three years, or however long the warranty lasts, the warranty itself is pure profit.  Companies that make really shitty products don't sell warranties, they'd go broke.  It's the companies that make really good products, but want to gouge their customers.

[Blonde Granny]

If I am making a purchase and I'm asked for my email address I just say "I don't give that out".

I do however have one email account that I only use for online purchases.

[sheilaincali]

All the ads do get ingrained after time.  Would you like to know the number for the Pizza Hut in Anchorage in 1998?  It's "call 337-2323 for Pizza hut delivery" sang to a catchy tune.  I haven't lived in Anchorage since 2000 but if we order pizza or drive by a pizza hut either my husband or I will sing that damn jingle.  I don't even really care for Pizza Hut and DH downright hates PH but we still have that damn phone number memorized. 

Coke/Pepsi pay big money for sponsoring things.  We had to move our Relay for Life inside a couple of years ago and held it on campus at the university.  The grocery store donated a bunch of coke products but the university had a deal with Pepsi so we weren't allowed to bring any of the donated products into the field house for the event.  They were apologetic but the athletic director said they would lose thousands in sponsorship dollars if they got caught violating their Pepsi only deal. 

I am one of those that has a separate email address that I give out at stores.  Plus when they ask my phone number is XXX (my area code) -555-1234.  That way the retail employee can put something in but I don't get harassed by phone calls and text messages.