Question

Topic: Student Questions

How Well Does Advertising Work?

Posted by Anonymous on 1/27/2005 at 2:22 AM ET 250 Points
My Dissertation Question is : What '' work'' does advertising do and how well does it do it?

does advertising really affects consumer behavior say in low / high involvement / bank products and thus is it really worth it for banks to advertise?

id there any need to advertise products such as toothpaste which are necessities?
Everyone needs a savings account so does it really matter to advertise bank products.
so is advertising necessary for other goods and not others?
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  • Posted by ReadCopy on 1/27/2005 at 5:21 AM Member
    Hi and welcome to marketingprofs Know-How Exchange.
    I am sure someone will pop on and help you directly, but in the meantime, it might be worth you looking over the Guidelines if you haven't all ready.

    And also search the forum for similar questions and answers.

    Try looking at the Archives.

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    Andrew
  • Posted by ReadCopy on 1/27/2005 at 5:25 AM Accepted
    btw, if we step back and take a simplistic view that there is only ONE bank in the world selling services, and they are a friendly bank, so they sell different verisons of the same service (current accounts for teens, current accounts for students etc).

    They would still need to 'promote' what they sell, and how the service works, their opening times, corporate policies etc ... this is marketing, its still needed!
  • Posted by mgoodman on 1/30/2005 at 2:16 PM Accepted
    Several years ago, there was a big creative review of Procter & Gamble advertising at one of its New York agencies. After the meeting, the agency president took the senior VP from P&G to lunch. As they got in the taxi, they were still talking about the advertising subjects covered in the meeting.

    The cab driver, hearing the conversation, turned around and asked, "Hey, are youse guys in the ad biz?"

    "Yes, we are," responded the agency president.

    "Well," the cabbie said, "I want you to know that most of us people out here don't pay any attention to advertising."

    The P&G vice president thought he'd have a little fun with the cabbie and asked, "What kind of detergent does your wife use?"

    "Tide," he answered. "Been using it for years."

    "And what kind of soap?" the P&G VP continued.

    "Ivory," the cabbie responded.

    This went on through several categories, each time with the cabbie naming the #1 advertised brand in its category.

    Then they came to toothpaste. The cabbie again turned around and looked right at his fares. "I use Gleam," he said, "but it ain't because of all that advertising. It's because I can't brush after every meal."

    (For those who are too young to remember, Gleem's positioning and tagline used to be "For people who can't brush after every meal.")

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