Question

Topic: Advertising/PR

Ad Awareness Research Question

Posted by tjh on 2/10/2004 at 12:40 PM ET 50 Points
On the surface this question appears so fundamental I'm a little reticient to post it... however, not one to shy away from possibly stupid appearances, here goes:

There's a mortgage banker running home loan radio spots where I'm at and he's repeating something in the script that I may have heard before, seems like it surely is at least anecdotally true, but I've never seen it verified or reported.

paraphrase:
If an ad reader/listener/watcher isn't _currently_ in the market for the product/service being advertised, he/she __won't even hear/see the ad__ you're running. (Or at least they won't have any awareness of having seen it since they didn't really process it.)

It seems like it should be true. I think maybe it's true for me personally since when I'm "tuned" to a need or want, I tend to see ads I think I've never seen before, etc. It certainly seems true in ads, copy, and etc., I've been involved with. (The "unawares" might be the wasted 50% of ad expenses? The dark matter in the attention universe?)

Advertisers go to some lengths to get attention before delivering a message (AIDA, etc). Our marketing behaviors certainly reflect the anticipation of this behavior.

However, anybody know where I can read any research, survey or report about this phenomenon, especially the advertising-specific version of it? I'm interested in understanding the moment prior to and the moment of attracting attention.

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RESPONSES

  • Posted by Blaine Wilkerson on 2/10/2004 at 6:37 PM Accepted
    Here are a very links regarding AIDA philosophies, but I'm having trouble locating any research on what you are looking for. Maybe you can dig into these sites/articles.

    https://everydaybusinessonline.com/library/tips1.htm

    https://best-home-based-business-idea.com/ad.html

    https://www.moveproductonline.com/e-commerce-cybrary/AIDA-2.htm

    I'll keep looking because I am interested myself. Look for new posts and please email me if you find out anything!
  • Posted by tjh on 2/11/2004 at 5:33 PM Author
    Terrific. Each of you helped quite a bit. Much appreciated.

    I especially enjoyed the Ephron's Recency discussions referred by dsmithmsa, and Allen's article, as well as Michelle's pointer which sent me down several paths.

    And yet, there still seems to be some stones to be turned over until I rest on this issue somewhat.

    Jett and agreda both pointed me to interesting sites.

    The pre-cognitive processing information suggests that even being in a prospect's field of view when they don't concously process the ad itself somehow registers some germ of notice that the viewer is unaware of. Interesting almost-validation for subliminal work (I didn't say that...)

    If I find more information about this topic I'll post it here. Again, thanks to all.
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