Tuesday, September 06, 2011
Advertising you'll never see
Everybody has to be the best and they resent it when somebody questions their #1 status, challenges the orthodoxy. Take the new Weight Watchers commercial with Jennifer Hudson which says rated best by US News and World Report. Now that's mainly a geopolitical mag so WW may as well have been endorsed by Popular Mechanics and you know it just got under their skin that Consumer Reports recently rated Jenny Craig the best weight-loss program out there. So why can't WW simply say we're a good approach among many, it's an option and the same thing goes for Boar's Head. They just have to be the world's #1 cold cut, can't say look we're a damn good slice but hey if you like the Black Bear or Thumann's that's up to you. Advertising is all bullshit, it's childish but it is what it is. Now everyone can't be #1, why can't you just say you have a good product and leave it at that? Trojans......
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"Advertising is all bullshit.."
ReplyDeleteAbsolutely, but it is a good business tax write off ..wonder how many
people see a TV ad and run right
out and buy it? I'm thinking the
concept is mostly keeping the corporate name in the public mind...
Some really terrible cheezy commercials are totally effective because you can't forget them, and that's the point.
ReplyDeleteEvidence: 'Mentos. The Freshmaker.'
Lots of bucks spent on advertising, you really think they are going to suggest that the product they are selling is just OK and is as good as their competitors?!? Doesn't seem like that would be money well spent.
ReplyDeleteIt's only effective if you're buying the product. So what if I can remember "By Mennen." or "Hot Pockets." if I'm not buying your product you're not making money off me.
ReplyDeleteProduct recognition is a big part of the goals of advertising. Some brands are so pervasively known that their names become a generic; Kleenex is the first example that pops into mind. In our house pretty much any soda was a Coke no matter what it was. How about Xerox?
ReplyDeleteIf you're shopping for a product and you have a choice, for example, among a variety of pastas, and you don't have a specific brand in mind; all things being equal, you're likely to buy the one you recognize. That's why so often commercials will repeat the name of the product, or even more effectively, put it in a jingle. I bet every single person over 15 in the United States can sing the Big Mac song.
Young chef/manager I had few years back swore by Barilla pasta, sturdier or holds up better or something. Of course with Italians everything has to be al dente.
ReplyDelete