Does advertising work? Or is it actually smoke that takes a very important part of the budgets Nigerian Email Database of the brands in exchange for, when the moment of truth, nothing? That is one of the great debates that companies star in and that become points of dissension at conferences and congresses. Of course, if you ask any publicity officer, they will say that advertising works. But does it really do it?That is what an approach to the issue of Warc has analyzed . From the outset, the analysis makes it clear that yes, advertising works (along those broad lines). What does not work is how the subject is approached.The starting point in many of these approaches to whether advertising works or not is in the wrong position, as explained in the analysis. It is because the question itself and the starting point itself are wrong. If advertising is expected to have a direct effect on sales (I see an ad = I buy a product), then yes, the advertising is going to fail and it will not be giving results.

Advertising does not work like that, or at least 100%, they explain in the analysis.How Advertising (Really) WorksAds are persuasive and buy-in on some occasions, but direct conversion isn’t necessarily the direct benefit of ads and it’s not the only one they bring. Brands, they recall in the analysis, are “made of memories.” Ads make brands creep into consumers’ memories or refresh the memories they already have. Thus, they work by making the brand curdle, stay, and that, when the moment when that memory is needed, it is easy for it to appear in our recent memory.Of course, and keeping that in mind, the ads are not always unbeatable. Advertising makes mistakes, doesn’t work well, or can’t stay in the consumer’s memory for multiple reasons. For this reason, and the second element that the analysis defends, the starting point of the analysis should not be the total of determining if the advertising works or not, but should focus on analyzing why sometimes the ads do not work at all.

That is, it should not be seen as a total failure of discipline, but should be a specific analysis of what makes some campaigns and some brands fail to achieve results with their investment in advertising.What leads to failure Why do they fail? What is it that leads them not to achieve results and objectives? First of all, it must be made clear that the fault is not in the direct conversion, because as they have already explained in the analysis, advertising does not work like that and to believe it is to reduce everything in a very simplistic way.The first point is in the failure to achieve reach. The brand fails to reach the widest number of consumers possible. The problem is in how the campaign is developed. The starting error is usually in the way in which the campaign is planned and how that point – that of the scope sought – is not included when planning and thinking about the creativity to use.

The next point that leads to advertising not working the way it should is failure to build a brand. Ads must work to create brand image and strain it into the consumer’s memory. If it is not done, no matter how much the ad is remembered or how much its story connects with the consumer, the return on that campaign will be minimal.And, finally, the error is in not being “buy able”, affordable, we could translate. It does not matter to make a massive or very good campaign, very memorable and with a lot of scope, if later the consumer arrives at the point of sale and the product is not found, or this is not what is expected or looking for.Therefore, rather than thinking that advertising does not work in broad lines, we should think about what makes that exact advertising not working as it should.

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