Why Consumers Love Advertising
“Honey switch the channel, it’s just commercials.”
“There are so many billboards on this road that it is distracting.”
“You don’t want to read this section of the paper, its all ads.”
We have all been in one of these situations. To most consumers it can feel like advertising bombards us everywhere we turn - on the Internet, television, print media and outdoor billboards. While most people consider these a nuisance, a recent study discussed in an ADWeek article indicated that most people view advertisements (of all mediums) as valuable information source that helps them form purchasing decisions.
The study, conducted by Hearst Magazines, produced several interesting findings:
Ads as a Teaching Tool
Through advertising, consumers are easily able to learn about the latest products available and learn about feature upgrades to new products. Advertising was also seen as an excellent tool to help compare different brands and products within specific categories.
Show of Confidence
A brand’s willingness to advertise demonstrates to most consumers a perceived value and an organization’s committed to its long-term success. The study also showed that people correlated advertising with a brand’s willingness to warranty purchases.
You Have to Be In It to Win It
Many consumers indicated that they would be extremely reluctant to purchase products that were not advertised. That is if they even learn about your product to begin with. This unwillingness to make a purchase due to lack of advertising is especially true for high-priced items.
So next time you shun all of the advertisements you encounter, stop and remember that they can be a useful tool.
About the Author: Eric Kardesh
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2 comments so far
Jackie says:
Turbulent economy, anyone? Seems like a catch phrase these days but as they say, ‘It is what it is’ at this point. The formula for business owners isn’t the same as it was three years ago; and it won't be the same as it is today in another three years…we hope. Being in the advertising department of a business publication I can tell you that were seeing an interesting trend taking shape. Companies that were historically uninterested in the idea of traditional advertising, because they’re referral based, are now reconsidering. They see their competitors who’ve really embraced the idea of a consistent brand identity campaign in front of their prospects standing strong comparatively.
Christina says:
I agree that companies are starting to change their minds about advertising. My company hasn't been putting a lot of money into brand recognition through traditional advertising since the years of “Intel Inside” or “Pentium 3.” Even in the poor economy, they reexamined the value of this and just announced a substantial increase in funding for traditional adds after it was determined by studies that brand recognition and preference for Intel products dropped.