Modern Doesn't Mean Better
http://adage.com/article?article_id=126366
With modern technology, everything seems to be getting bigger and better. However, according to the mentioned article, innovative advertising techniques might not be the way to go. Studies show that newer ideas, such as in-store audio and TV and floor/ceiling ads, fare worse when it comes to influencing consumers than more traditional methods of coupons and on-pack advertising. Considering I am a firm believer in such promotions, I am not surprised to hear these findings. I find that coupons and buy-one-get-ones have a strong pull on consumers... like myself. The new in-store media is clever but I feel as if it is unnecessary to use such tools for people make a packaged good purchase. The article used the example of ads for Sunsilk shampoo in the ice cream aisle of a super market. Focus groups concluded that the ice cream aisle would be an appropriate place to reach Sunsilk's consumers but Neilsen's report showed that even though these consumer's eat ice cream, they are not likely to venture down the ice cream aisle. I could see a more mainstream method of free samples being a more effective way to reach Sunsilk's target.
posted by Lauren @ 8:38 PM
7 Comments
7 Comments:
I agree that Sunsilk needs to find a new way to hit their target. I feel that ads that are all over the place can get real annoying. Like if you walk into a store and ads are plastered everywhere, then how are you supposed to find what you came in for without taking hours? I feel that some ambient ads are placed appropriate. With doing this, they do get the consumer thinking about their product when they need to be thinking of it. I think sometimes that advertisers try too many over the top things to get ahead of the competition. This such thing can drive some consumers away and that isn't what the advertiser wants.
I agree with heather. I do not want to be submitted to seeing an ad for shampoo when I am looking for ice cream. I think there should be limits to ads. I also agree that coupon based or more normal ads are more effective, at least concerning to me. The competition that is in the ad world can be overwhelming, forcing these companies to do things that really are not necessary and frankly just backfire in a negative way. They should stick to the old ways to hold on to their consumer audience and target.
The ice cream aisle is not the right place for Sunsilk. A company I COULD see in the ice cream aisle? Dr. Pepper. They've run an entire campaign on how Dr. Pepper is the candy of colas. So why not put Dr. Pepper cans in the ice cream and confection aisle? I think product placement within the grocery store has more to do with brand image than what consumers buy. I buy Crest and I like to eat tacos. It doesn't make any sense to put a Crest display next to tortilla shells!
This article is actually surprising to me because advertisers spend so much money in finding new ways, using new technologies to reach today's consumers. After reading this b log article I think that ambient advertising is only appropriate on a situational basis and also appropriate settings. We must not forget that ambient advertising may not be the best approach for all consumers. This type of advertising is most likely more effective with a younger generation because they are more technologicnally advanced and saavy; most importantly they easily manuveur in this "Age of Information". While, baby boomers may be less likely to be effectively reached through ambient advertising because they are comfortbale with simplistic and traditional ads. In saying that, creative strategy are unique to its target. "Cool" advertising isn't cool to everybody. Sometimes it is better to K.I.S.S( Keep it simple stupid)
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I agree that a connection between sunsilk and ice cream is lacking. I also think store set-up is an important consideration for in-store marketing. Recency could be a huge factor in a shopper's purchase decisions. Placing an ad within close proximity to the actual product may have quite an impact.
I agree with this for the most part. I for one though and very attracted to in store ads because they always seem to catch my attention. I am not a coupon person though so I can’t really see myself being put into that market. If I came to the store with a coupon though and the intent to buy a certain product I can’t see my attention being as waivered. And also the thing you mentioned with free samples I think is also a great idea. I recently was shopping for mouthwash and was persuaded to get a brand I never would have picked up because it had a free sample. Turns out I love the sample and will probably get it next time I go. I guess it depends on the consumer and I’m certainly sunsilk’s target. Even though my hair is lustrous.
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