Advertisers have always had credibility issues. They are, by their very nature, self-serving ad of a commercial nature.
I have always felt that there is some relationship between the size of the claim and its impact on consumers. When the little local dinner claims to have “world-famous cakes and cookies” are we really to believe that people in the far flung recesses of the world are talking abut the baked goods from the diner? Or, assuming that the consumers will disbelieve the claim, has the diner just made it bigger than life in hopes that it will register in the mind of the consumer? I think the opposite occurs – I think that the larger and more grandiose your claims, the more they are likely to be discounted by your audience and rejected as hyperbole.
Every new business model today is a “Game Changer” or a “Revolutionary System that will change the way you do business” . And yet, for the most part, changes in our businesses are more incremental than cataclysmic, and the claims are quickly forgotten because we are conditioned to ignore that part of the presentation.
In a recent survey by Lab42 of 500 consumers they found that more than three quarters of those consumers felt that advertising was exaggerated. As little as 3% felt that advertising claims were accurate – leading me to wonder if they were the same 3% of the population that respond to direct mail ads. And yet three out of ten people surveyed said that they would buy a product because of brand advertising, and less than one put of five wanted to see more laws regulating advertising.
The top three things that might make them try a new product that was advertised?
- They recognize the brand
- They saw an in-store promotion
- They had a reaction to the ad (Laughed, Shared, Talked about it with others)
Al of which indicates that when you create advertising for your product or service , you need to be sure that you are consistent in your brand message so that it is immediately recognizable to your consumer. You need to look for easily accessible promotions if suitable for your product or service. And you need to create reactions in your audience. If your advertising doesn’t get a reaction from them, your business probaby won’t get business from them.
Advertising is a part of business, and has been since the first advertisements were carved in the wall in Ephesus, but we need to know what consumers want if we want to reach them – and what they want is pretty simple. The stud indicates the two biggest things consumers want from ads are information on new products and education. And that is where your creativity should be directed to get the best results possible. I would love to know what ads you find to be most effective – both as a consumer and a business person. Please let me know in the comments below.