The biggest misconception in our industry is its role.
Clients ask for great ads and expect them to do miracles with their product.
We love so many ads but do we always buy what they’re selling?
A great ad doesn’t sell the product, it only gives it an edge over the competition.
Advertising can’t sell anything to someone who doesn’t need it. Why? Because advertising is only one of many factors that lead to purchase. Factors like taste, quality, price, availability, timing, etc.
This explains why many products do sell despite bad advertising.
Advertising can only influence, get someone to listen, create willingness to try or buy, if the price is right, timing is perfect, available near me, fits my needs and taste.
If you tick those boxes, good advertising will work, but most of the time it doesn’t because the people behind it don’t understand that. (Quoting Dave Trott)
No comments:
Post a Comment