You're mistaken if you think advertising doesn't work on you.
Let's say you're driving down the street in your car. You want something to eat. There's 60 restaurants within sight.
Which do you choose?
Something that stands out to you and calls to you for some reason.
People think advertising doesn't work because they see a commercial for a burger joint and don't immediately get hungry.
But that's not the point. The point is that you now that burger joint stands out a little more to you.
Maybe you don't eat there anyways. Especially if you don't eat hamburgers. That's not the point.
The point is, it'll now stand out a little more, especially if you're the potential target market. If you're in the market for a hamburger, you're likely to notice a place that stood out to you.
I didn't understand this for the longest time. Then I met a guy in Barcelona who owned some "El Pollo Loco" restaurants in Los Angeles - it's a fast food place. The name is Spanish, it means "The Crazy Chicken."
I'd spent plenty of time in LA, but I'd never noticed El Pollo Loco.
Next time I was in Los Angeles, I noticed the restaurant everywhere.
Advertising isn't the only way to do that, but it's one way. If El Pollo Loco commercials came on TV, you'd notice the restaurants more often. As you're driving in your car and have 60 choices, Pollo Loco would become a more prominent option.
Advertising is about making the product or brand familiar, and thus having it stand out to you on the shelf or while going about your life. Your mind is good at picking up shapes and symbols, this does work to make brands and products stand out to you.
Advertising works on you.
I'm not sure what that "works on you" stands for, e.g. I have never bought anything with an Apple brand and don't think I would ever do that. Yes, I do know about their products as I'm attacked with their ads pretty often, thus they work in a sense they get into my brains but, no - they don't work as I'm not going to buy anything.
Absolute codswallop! Here in the UK ads are the bane of human existence. Reason? BBC, we've grown up as children expecting ALL our favourite kids TV shows to be UNINTERRUPTED by anyone trying to sell us things, we expect it to be informative that's what we pay our license fee for and we expect it to be good value for the money we've paid. That's why UK citizens are fully aware of how marketing operates, we know when you're trying to brainwash and we certainly know when you're subverting a generation with mindless bombardment of the same brand over and over and over....... Trouble is we get tired of it quickly so the result, we ignore it. Try to sell something to a Brit they don't want. Nice try!
If advertising works, why is is all for stuff I don't need and will never use? It just pisses me off, so I change channel.Money spent on TV advertising would be better spent offering me a discount. So, I tend to avoid brands that waste money on it, because they must be poor value.
Advertising is one of the biggest fake bubbles brands thinks in our planet, it is fantasy, i have been 8 years in it, and is just a game,
Ok. If we are talking recognition of any kind. Yes. I will then recognize the brand from having seen it before. I recognize the brand like I'd recognize a dog I chase off my lawn.
Advertising doesn't work on me. Saying it does is like saying humor brightens your mood or music changes your outlook. It does, but does it enough ? A commercial that fails to improve sales (or even hurts them) can be said to 'not work'. Likewise, all or most people exposed to that ad were people for whom that "advertising didn't work". Now take that threshold statistic of failure (not cost effective/worthwhile) and instead of applying it to that unusually bad ad, apply it to an unusual individual to whom ALL ads perform that poorly. Now you have me. I cannot say every ad makes zero impact on me. But I can say that if everyone were like me, all advertising firms would fail. I hate advertising so much I sometimes make a mental move against a product when I see an ad, as though I had just found out they dump waste at playgrounds. Do they subliminally stand out ? Yeah, they stand out as sucking. Thankfully I have a dvr and see a commercial accidentally only about once a week. When discussing advertising with friends I used to reference MentaDent (when it was only 2 or 3 years old) as the last product that I saw in a commercial that made me say, "Hmm, I'll give that a try." That's the kind of timeline I'm talking about. The last gadget I really enjoyed, I researched for on the internet and found accidentally 6 mos. before it came out, following the research team. Did commercials follow? I think so, I don't know. I don't watch commercials, turn radio stations to other content during commercial breaks and tear ads out magazines, front to back before reading them (doey-eyed rugged guy wearing lip gloss? It's an ad). If I think I see the same company twice in a short amount of time ? "Over exposure!" and they are mentally demoted as mentioned above. In a world full of me's, advertising as an enterprise would fold. So as an industry, I can say 'advertising' doesn't work on me.
It still sounds oversimplified and I'm not sure if it's done on purpose to illustrate the idea or it's a flaw (as I see it).
If we agree that advertising is treated as working when it helps to sell a product or service, then I do agree that advertising works on me when it advertises something I need, in a way that I like, is offered by those who I like, it is available, and I can afford it.
Still I don't agree that just noticing equals working, unless we agree that by lurking somewhere in subconsciousness it will influence my behavior :-).
Still don't quite get why you find that so important. I notice e.g. an iPhone in someone's hands, and? I know what it is, who made it, maybe recall a commercial marketing it. But I'm not buying it or talking with someone about seeing it, thus everything ends up in my head.
As far as I understand - advertising purpose is to make targeted public to consume the product or service advertised (short or long term). If its effect is limited just to brand/product/service identification, IMHO, it failed.
First impressions are so important in advertising. And they are almost indelibly formed within the first second and our unknowing loyalty to that initial image is incredible. To me any first impression is acceptable as long as one understands what is being projected and the consequences. It's when you misinterpret (e.g. you think are coming across as being terribly clever but others see you as being hopelessly obnoxious) that trouble arises. Note - I have first hand knowledge on this one.
Leaving places where everything is right "just because."
I just arrived in Beijing. The air is cold and crisp, the pace is fast, people are wearing suits and carrying briefcases and the general vibe here is I'm on a mission.
I hate cold weather except in small doses, and I haven't spent more than two weeks in a cold-weather place during a cold time of the year since... I don't know when, it's been a long time. A few years.
I forgot how the cold makes people move fast, crisp, not dally, not lounge about... it's refreshing. I feel like I'm in New York a little before Christmastime, which (shitty cold weather aside) is one of my favorite times in one of my favorite places in the world.
But let's about traveling (and life) mistakes. The biggest mistake I've made, by far, is leaving a place where I'm very happy or productive or I've got a good workflow. Occasionally, everything is just right somewhere... and when everything is just right, I'd recommend you milk it for all it's worth.
Best (Healthy) Restaurants
I ran out of time and didn't get to see everyone I wanted to see, but that's what next time is for!