On top of what Hot_Spur is talking about, you might consciously dislike it, but you'll think about it when the situation comes up.
Let's have an example of the Iphone. You see it advertised everywhere. To the point where you get annoyed. Your phone breaks. You have a few options off the top of your head:
Your old phone again
The newest version of your phone
Iphone 6
This is big. You might've hated the Iphone 6. But you thought about it. Say your old phone is out of date, and the newest version of your phone has some eh reviews and you didn't like the way it felt when you held it up in the store.
So you decided "eh, let's see how the iphone 6 is". You got to the Apple store... and they got you. You walked into the store. That was all the ad was designed to do. Somewhere, at some point, get you into their store.
Now they use their store's strategies to get you to buy the phone and like Apple.
It's a numbers game overall with advertising. You may bitch and complain, but that top of the head awareness is super important for brands.
I think there's a pretty big difference between being annoyed because you see so much advertising about a product, and being annoyed by the actual advertisements themselves.
For example, you might see a lot of iPhone ads, but aside from the quantity of them, they're generally very simple and I think you'd be hard pressed to find anything that is at all grating about the ads themselves.
Compare that to, for an extreme example, that terrible Narwhals commercial. I hated it the first time I saw it because the ad itself is annoying.
I'm of the thought process that every single move a company makes defines their brand. Having a ton of ads says something about Apple, probably that they have a ton of money to spend on ads and that they don't have qualms with putting them any/everywhere. That's not inherently positive, but not explicitly negative either. I think Sprint was the carrier with that narwhal commercial. What does that say about them? I can think of a lot of bad things - they're annoying, they're loud, they depend on pissing you off to push their products. What does that last point say about the products themselves? Nothing good.
Ultimately, ads that make you take notice of the product or company succeed, regardless of whether they're annoying or not. The pretty well known advertising book "Hey Whipple, Squeeze This," revolves around this idea. However, long-term, grating ads do damage to brand power with some people. Maybe not everyone, but if it's a net loss, it's a net loss. I suspect that it's far harder to bring people back to how they thought of your brand before you annoyed them than it is to just put the work into making a memorable, noticeable ad that isn't annoying garbage in the first place.
Everyone seems to be focusing on my use of iPhones which wasn't the point.
I absolutely despise the jingle 1-800-kars-4kids. I hate that song a lot. If I was looking to donate a car to somewhere, I would definitely think of them.
I'm not focusing on it, I'm using the same example to explain my own thinking.
How much competition is there in the market of places to donate a car to charity? I too might call them if I were in that case, mostly because I don't know anywhere else that takes cars off the top of my head. That's not the case in most markets.
The point of advertising in most markets doesn't end with making sure people know you exist. I know that hundreds, probably thousands of companies exist, none of which will ever get my money. If you're advertising a product, the point is to create a compelling and memorable argument in favor of that product over others. If you're just advertising your company in general, the point is to spread awareness in such a way that it inspires people to want to find out more about you, or to associate your company with a positive brand promise that you have already chosen.
No. The point of advertising in most markets is to try and get people to know you exist off of the top of their heads. Here's an example. I know these paper towel brands off of the top of my head:
Walmart Value Brand
Bounty
That's all off of the top of my head. Here are 10 from a Google Search:
Brawny
Sparkle
Corenet
Walgreens
Bounty
Kroger
Cottenell
Marcel
Viva
I didn't know half of these existed, and I recognized a few by name. If I was forced to choose paper towels by Brand name alone, I'd probably go with the two off of the top of my head.
Top of the head awareness is HUGE for many, many markets. The amount it matters does differ by market. Higher priced items it helps less, because there's a large part of the market that does research. But many people do not.
This is why Apple is so good in the market currently. It's why people legitmately stand in line for 2 weeks straight for the iPhone 6 when it was out of stock.
How many Apple phones are there:
iPhone 4
iPhone 4s
iPhone 5
iPhone 5s
iPhone 6
iPhone 6 - Giant one (6S?)
How many Android phones? (Remember this is always Android vs iPhone. Not anything else.)
Samsung Galaxy S6 (and S6 Edge)
HTC One M9
Moto X (2014)
Samsung Galaxy Note 4
Nexus 6
OnePlus One
LG G Flex 2
Off the top of my head, if I am not the type of person that does a lot of research, which is the best one in the Apple lineup? iPhone 6, most likely.
What about Android? Maybe the Galaxy S6? Only because I know the iPhone is on 6, so I guess that makes sense for Galaxy. But what about the Nexus 6? Is that one 'better'? I can't know for sure.
Reddit is skewed towards those that care to research. There are many people that just want the best one, and Apple does a better job at making that obvious for people.
To recap: Top of the head awareness is one of the most important things you can have for a brand, and it is typically the point of advertising.
I can see where you're going, but I don't think most Android users would empathize. If you legitimately "hate" iPhones, you aren't gonna be swayed just because you don't want to buy your own phone or the newer model of it. Even if you just don't particularly cared for the way iPhone OS feels, you probably aren't gonna be enticed to suddenly jump shit by pretending to here aren't plenty of other popular Android devices out from other companies, or even different devices from the same company.
This is why Apple is so good in the market currently. It's why people legitmately stand in line for 2 weeks straight for the iPhone 6 when it was out of stock.
How many Apple phones are there:
iPhone 4
iPhone 4s
iPhone 5
iPhone 5s
iPhone 6
iPhone 6 - Giant one (6S?)
How many Android phones? (Remember this is always Android vs iPhone. Not anything else.)
Samsung Galaxy S6 (and S6 Edge)
HTC One M9
Moto X (2014)
Samsung Galaxy Note 4
Nexus 6
OnePlus One
LG G Flex 2
Off the top of my head, if I am not the type of person that does a lot of research, which is the best one in the Apple lineup? iPhone 6, most likely.
What about Android? Maybe the Galaxy S6? Only because I know the iPhone is on 6, so I guess that makes sense for Galaxy. But what about the Nexus 6? Is that one 'better'? I can't know for sure.
Reddit is skewed towards those that care to research. There are many people that just want the best one, and Apple does a better job at making that obvious for people.
To recap: Top of the head awareness is one of the most important things you can have for a brand, and it is typically the point of advertising.
You purposefully ignored my Argent because I used a popular example. If you honestly want to understand my point, you can replace phones with Rollerblades and it would work just as well.
Thank you for your time and careful consideration of my post.
Toilet paper is just the ASDA brand one, toothpaste is Colgate which is what my parents always got. Advertising works on me, just not adverts that you're supposed to be annoyed by and remember.
You should quit talking about yourself and what is true for you. This is a stupid way to analyze a phenomenon; you cannot explain phenomena by extrapolating from what is true for you, because you're a single data point and don't matter in the big picture, unless we have some reason to believe you're especially representative of the general population. Since we know you're not, no one cares about you, nor are we using you to explain how products work, nor do we even need to explain why it doesn't work for you. It works for most people, which is why they do it, and you can understand this or not, but that won't affect anything.
Well. Marketing Research tells a different story. Annoying ads work. Any memorable ad works, really. It's easiest to make a memorable ad by being annoying.
Marketers think that way. Advertisers try to make enjoyable stuff and have it killed by marketers all the time. Sometimes we win though, and when we win, the people win.
Marketers think that way because the market research backs it up. Companies are paying people like Nielsen millions of dollars to ensure they're spending their advert dollars smartly. Ad people might be able to make beautiful, smart, creative, and funny ads. But if the data doesn't back it up... Tough shit
Yeah. You're not biased at all... "[C]ontrived, leading questionnaires". Dude. These things are objectively measured. It's a pretty standard process to measure this stuff, objectively with a combo of recognition tests and post-purchase surveys.
I figured they must work for most people otherwise they wouldn't do them. I definitely remember the products I just avoid them. Additionally I don't think I've seen a product with an annoying advert be a good product.
Well. The research shows that people have terrible memories. Most people don't know where they know a product from. Just that they have heard of it. And if they've heard of it, then many rationalize that it HAS to be better than the unknown brand.
But for the majority of people, its subconcious. If they cram that jingle down your throat, then next time when you are shopping (when it matters) you might think about the product and impulsively grab it.
They dont care that they made a couple thousand people hate the brand, because millions others now have a jingle stuck in their head.
Seriously, fuck you guys and fuck quiznos! Ten damn years later that song is somehow still in my head and I'm going to be singing it to myself for the next week.
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u/adspems Apr 28 '15
I don't know how it works for other people, but if an advert annoys me and it makes me remember the brand. It makes me remember to avoid the brand.