“Advertising Does Not Work”…Yes, It Does. If It Is Relevant.

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Advertising is as old as human beings. In very simple terms, it is a form of communication to consume a product, that is available in abundance in possession by the selling party. When ads are done right, they do work and make a sale. However, the complexity of measuring advertising effectiveness brought this notion - “Ads do not work”. Perhaps, do not work for you (as an individual) or at this time (you are not considering this purchase). But, generally speaking when ads done right - they are still effective and they work - even in our noisy and information “overflown” world.

One of the key requirements for the ads to work is their relevance to the target audience. The potential buyer should be able to relate to the message and situation communicated by the ad. Just getting the attention by loud music, wild colors and odd situations or unrelated juxtaposition can help to break through the clutter. The question is - will it sell the product? Will it place the check mark into the consideration set of the consumer to take the next step? Most of the time, it will not. Relevance is important, as we need shortcuts to make decisions and being placed in the situation when the needs arise, works best to trigger our response.

My top favorites for the last two months are the following TV ads, that simply illustrate the ad relevance factor, in addition to the usage of humor and methaphor:
1) Ladders.com Campaign “When You Let Everyone Play…Nobody Wins.”
Every job seeker can relate to this experience of looking for jobs at major online sites. Tennis metaphor makes it even more vivid and helps to visualize the emotions and confusion every job seeker experienced in the process of online job search.



2) Axe Deodorant Campaign “Axe Dark Temptation: Chocolate Man”.
This ad mixes two perceptual worlds - male and female. Though, focused on men’s desire to be “desired”, this ad adds love for chocolate that all women can relate to! What an appetizing hybrid!

3) Campbell Soup Campaign “Dragging Yourself to Eat Low Sodium Soup”.
This ad mixes the contemporary lifestyle choice to eat less salt with the “not-so-psyched- attitude” we have when we think of any low sodium food choice. This emotional conflict and “that feeling” we oblige to follow the “healthy choice” very well depicted in the dragging motion. Funny too!

So, make your ads relevant. Referencing the meaning of the word “relevance” in Webster, can be a good start: “the ability (as of an information retrieval system) to retrieve material that satisfies the needs of the user’!

Creative Brand Awareness Campaign for a Good Product

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When an existing product is revived by a new use case - miracles happen! Tide-To-Go exemplifies a stellar product already - it cleans the spots when you need it - right at the moment when they happen.  The product has been in the market for approximately two years if not more (according to my own discovery of it in 2006). However, it is only now that its powerful benefit will be known to the masses!

The new campaign - “Silence the Stain” illustrates good quality, creative marketing. It surely brings the product benefits to life in a humorous yet persuasive manner: a dirty spot becomes so distractive as it almost comes to life.  Brilliant theme and consistent messaging of this campaign are the standards to adopt while practicing the power of marketing! Check the ads for yourself and see which one speaks to you. My favorite - is the job interview clip.

Silence the Stain - Job Interview

Or the the marriage proposal:

or the date:

next one is a stop by police:

Top Five Ads That Deliver the Message and Entertain Greatly

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The key to a good ad is to reach the right audience at the right medium at the right time and deliver the right message with an emotional impact. Entertainment is omnipotent element of advertising that makes it a joy to produce it. Here are the top five favs that I am noticing these days:

1) Career Builder presents a common feeling that office folks experience these days in the corporate America, the ad speaks to the point, makes you laugh and connects to audience’s experience. I think - it is money well spent.

2) Cadbery creates a fun suspense with an always working gorrilla image! Who does not relate to those creatures? We all do. Remember the last time you visited the ZOO and its apes’ section - You always watch them closely, they watch you and the more you watch - the more you see your own reflection! I do. Loved this passionate drummer.

3) Herbal Essence skillfully involves reality and paradox in a fun enjoyable twist.

4) Jack Links Jerky’s campaign “Messing with the Sasquatch” deserves a place in the best ad humor panel. Some of the epizods are a bit crude, some are irresistably funny. My favorite is the one with the fire: loved the stone - it made a Sasquatch a here in my eyes!

5) Geico Caveman pieces are also the best. Always, hits the spot.

Why This BluFly Ad is Different from Others

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Using sex appeal in ads always works and we all see it for various products. Clothes advertisers always have that reference. However, I think this ad captivates not only with a catchy episode, but a nice closure - copy ” a new way to change your clothes”. Every time when advertising can actually make a difference and change consumer behavior is when its persuasive power is exercised. The last sentence is strong enough in context and in the way it appeals to modern women. It works well and I would say, nurtures the self esteem of any woman. It makes us think…yes..why not use blufly.com? Why not get new clothes like that every day? It made me go and check the site and actually browse through some items. I wish they deliver clothes like pizza = fast, not within 1-2 business days but in a few hours. Hmmm, maybe in 2010…if so, imagine that you can have your favorite styles that always work and you order as you travel. But this is all dreams for now!

Missed Oscar’s Night Ads? Catch up with the NYT Article

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I am catching up on the Oscar night, watching E!, doing research and simply catching up on the Google Reader that simply serves a role of a TiVo for me. No matter if I got busy with the offline = real life, I can always catch stuff later. The most enjoyable item was the article from NYT on the ads shown on Oscar’s night. Go and feed your great ads cravings, especially when the presentation is so appropriate, in Oscar’s style! And of course, cannot get enough of Fergie’s song! Turn it on every morning to start a day with a smile!

The Truth About Ad Agencies Parody Video from Seth Godin and B.L. Ochman

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Catching up and scanning my RSS marketing library this week, I saw a great video that B.L. Ocham posted on his blog. Seth Godin has comments on it. I am sure if you watch it, you might have a de ja vu feeling. Most agency presentations have some elements that are “hyperbolized” in this video. Very amusing and worth passing around. Perhaps, agency folks can get a bigger kick out of it rather than the client side compatriots. My favorite part are the actual presentation: “inflated numbers and…so on”

Ads that Make a Difference

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With the whole Super Bowl fever, which is a greatest time to see all the good work of advertisers, I went to old videos and some of them were funny, some were histerical, and some were truly thought - provoking and awakening. One of those was “Children see. Children do.” Very true, even though I do not have my own kids yet, it made me pause and think. All of us do not choose our parents, but we can choose what kind of parents we can be for our children. Seeing this type of ad is a good exercise to be able to understand other people around us.

      • Content Disclaimer

        Everything posted on this blog is a product of my own thoughts, ideas, reflections based on the professional interests. It is based on the public information, works of the colleagues and fellow researchers that are cited respectfully and my opinions as an industry professional.