Traditional advertising (in)effectiveness
It's official! Data collected from the Finnish M&M magazine (Marketing&Advertising) shows the recall after 1 (one) week for TV ads, from several weeks, shows these results:
1. the top primary recall (without giving names) is never over 15%
2. the top secondary recall (asking "do you remember brand X") is never over 20%
What does this men?
1. Brands, stop wasting money on TV ads! They don't work!
2. Agencies, stop trying to sell ineffective ads through ineffective channels!
You would make a favour to yourselves, and also to TV viewers... after all, we can get carpal tunnel syndrome from zapping for other channel whenever the "PUB" marking pops up!
Invest in engagement and community marketing, using below-the-line initiatives, engage people to remember brands on a positive way, not just because "well, it's impossible to miss them, the annoying intrusive pricks!"... ask me how, my fees score sky high on effectiveness/price ratio! ;)
1. the top primary recall (without giving names) is never over 15%
2. the top secondary recall (asking "do you remember brand X") is never over 20%
What does this men?
1. Brands, stop wasting money on TV ads! They don't work!
2. Agencies, stop trying to sell ineffective ads through ineffective channels!
You would make a favour to yourselves, and also to TV viewers... after all, we can get carpal tunnel syndrome from zapping for other channel whenever the "PUB" marking pops up!
Invest in engagement and community marketing, using below-the-line initiatives, engage people to remember brands on a positive way, not just because "well, it's impossible to miss them, the annoying intrusive pricks!"... ask me how, my fees score sky high on effectiveness/price ratio! ;)
Labels: advertising, communities, engagement marketing, social networks
posted by Andre' Serranho at
06:55
1 Comments:
Dear André,
I understand all you just mentioned. In Portugal, almost all the TV advertising is reserved to major players from phone communication, supermarkets, banks, consumer products, petrol and automotive industry. Smaller companies don’t have the slight chance to compete against.
I’m not so radical because I can find important advantages on TV advertising. It has the largest credibility, awareness and responsiveness than other media.
Nevertheless I follow your ideas and so I would ask you to please send me some links or further information about engagement and community marketing. I will be expecting further improvements on this issue.
By
Anonymous, at 11:16 AM
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