Question

Topic: Student Questions

Do Consumers Really React To Advertising

Posted by Anonymous on 7/7/2005 at 10:31 AM ET 250 Points
there are instances, especially for commonly purchased commodities where advertising i think does nor serve its purpose.on the otherhand advertising seems to work well with products like beer.
my dilema therefore is whether, when and how advertising works
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  • Posted by Carl Crawford on 7/7/2005 at 11:54 AM Accepted
    It DOES work, it is called the Point of sale advertising. When you go to the super market to buy milk, you have to walk all the way to the back, you see special deals, new products, and products that have been brands for years.

    Think, the last time you went to the super market, what did you plan to buy? was it the skim milk, full fat, coffee flavoured, calcium reinforced, chocolate flavoured?

    was there a specific brand you wanted, preferred or though was better?

    THIS BECAUSE OF ADVERTISING

    Also when you went to the supermarket to buy milk have you every come out with more than you planned to buy e.g. 2L of milk and packet of cake mix and some icing sugar for example?

    THIS IS BECAUSE OF POINT OF PURCHASE ADVERTISING

    Why do you think it does not serve a purpose, if they never advertised then how do you know about there product, why did you buy it? what made it better suit your need than another product?
  • Posted on 7/7/2005 at 8:57 PM Member
    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.")


    Advertising works.
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