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Advertising Isn't
By Bob Marconi
Advertising, the lifeblood of our economy - or so the ad agencies would like you to believe. But is it really? My take on the subject: Advertising doesn't really sell you anything, it just entertains you! Let's take a little step back in time. To something called 'drive-ins' - here I go dating myself again! For the uninitiated, drive-ins were places you went to view movies in an outdoor setting, on a giant screen. A place to meet, greet and brag on a warm summer evening. Some were single screen, some multiple screen and you generally had a double feature. Before the show and during the intermission they ran snack bar advertising - '...come get your hot dogs, popcorn, candy and soda pop, etc.'. Now did those ads drive us to the snack bar - Most Assuredly Not! You went to the snack bar for two reasons. One was to answer natures call and the other was to check out the chicks - not necessarily in that order! (to be fair, the chicks were also checking out the guys) The point being that advertising did not influence us to purchase anything. It only gave us an opportunity for - well you know - ummm, socializing. Fast forward a bit to movies or shows which are one big advertisement: *'Route 66', about two guys having an adventurous time traveling the country. I am sure this television show helped the sales of one of America's favorite cars - The Corvette. *I have no doubt that with the advent of the '77 Sunset Strip and Kookie' television show, the sale of combs took a spike upward. *And who didn't lust after a Ford Mustang or a Dodge Charger (or Jacqueline Bisset) after seeing the 1968 movie Bullett (my brother has a restored Charger - he's a solid Mopar guy). Fast forward again, to today. Ever heard of the something called 'The Super Bowl'? (yeah, yeah I know, who hasn't) Anyway, whether you admit it or not there only two reasons you watch the Super Bowl. One is for the game - of course - and the other is for - 'The Commercials', right? Advertising is now entertainment! It won't 'sell' me. It's all about entertaining us, and the slim hope you will remember the advertiser when it comes time to buy whatever that 'something' is. Look at all those vehicle ads. Great photography, great graphics, often exotic locations and even great stories on some. But if I am in the market for a vehicle my purchase decisions will be driven by past experiences, the experiences of people I know and research I will do. Likely on places such as Internet forums and not because I saw a some staged ad. When I see the Budweiser Clydesdale's, I admire that great team and wagon, and thank them for doing what they do, but it doesn't make me want to run out and purchase a six pack of Bud! In many cases advertising is a turn off. When I listen to the radio and the advertiser sounds like a carnival barker, I am gone. I equate hype with dishonesty I guess. Radio has a lot of hype type ads. I presume because it's not a visual medium. When my local tv station runs the same exact ad in a back-to-back fashion, I am gone. The advertiser may be [i']testing' time slots or the station may have forgotten to insert the ad somewhere or they are just 'filling time' because they don't have another ad, but I am gone. I feel I should never see an ad more than once in every half hour or hour. What about those constant battles between the cable and phone company offers. Are you as tired of seeing them as I am? So it's safe to say that 'Advertising' has it pluses and minuses for all of us. Like everything else, it's diversity that makes the world go round. ;i'Then there is 'Internet Marketing' but that's a story for another time...;/i'
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Maybe advertising doesn't sell you Bob, but it sure sticks in your head for years. That's what ads do, stick an image into our subconcious mind!!
Thank you for sharing this great read.
Best wishes.
Frederick
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This intel was contributed by Bob M.
Bob M.
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May, 2012
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