How Do I Know Advertising Works?

An age old question. And there is no standard answer. Although I did come across this, which at the very least, validates my long held belief.

“I know from my own experience that with all the time we spend on the analytical aspects of our campaigns like quality scores, click-though rates, cost per click, and match types, it is very easy to lose sight of this simple truth: what your ads communicate is much more important than the metrics you use to track them.”

–– Mark Van England in SEARCH ENGINE LAND

New New York

I just spent a few days in New York City on business. Was completely amazed at the even more than usual abundance of ads, more ads, and (yes) even more ads. With the Holidays fast approaching, seemingly every available space is taken over by an ad.

Adding to all of this advertising pollution is the blatant disregard for those long forgotten old friends --- white space, peace & quiet. Yes, there is Central Park --- surrounded by ads on all sides.

Times Square is (literally) the LOUDEST PLACE ON EARTH (visually speaking) and that prime real estate is some of the costliest advertising space available on Earth, They have even blocked off the street and made chairs available in Times Square where you can have a seat and take it all in.

Walmart Spends Their Way Out of Trouble.

Read any advertising trade publication, and you will hear reports (ad nauseum) of major national advertisers that have cut their annual advertising and promotional budgets. A notable exception is Bentonville, Arkansas based Walmart. Walmart has actually increased their advertising budgets by approximately $300 million while their major retail competitors have dramtically reduced their ad expenditures. Walmart repoirtedly spends only 0.5% of gross sales on advertising compared to 4.5% at Macy’s and 2% at Target.

So, TV comercials are there to make the TV programs look better ???

You should read this study. Some outfit called the Journal of Consumer Research has put out a paper that essentially says that TV commercials actually help make the programming they air in look better. What?

They claim that TV commercials (even bad ones) are "helpful interruptions", which increase your enjoyment of TV by periodically reminding you how much you’d rather be watching your favorite show. Again, what?

There's some stuf in there about pacing and timing and other things that lead me to believe that people are taking this advertising stuff waaaaay too seriously.

Read about their "experiments" and how TV viewers enjoyed programming more when there were commercials to break them up.

“[A]t every given moment, watching the sitcom will still be more enjoyable than watching a detergent commercial.”

What?

Ads in Schools (good or bad?)

San Diego calculus teacher Tom Farber took the economy in to his own hands at Rancho Bernardo High School near suburban San Diego. Printing of test sheets for his students would cost more than he had budgeted, so her sold ads on the bottoms of each page of test sheets such as the Advanced Placement exam.

Read more (with ads) at:

http://www.usatoday.com/news/education/2008-12-01-test-ads_N.htm

Man, Did You See That Logo?

Man seeks career as human billboard

LACONIA, N.H., July 17 (UPI) -- A Laconia, N.H., tattoo enthusiast said he has found a way to make extra cash from his hobby by renting himself out as a human billboard.

Victor Thompson, 39, said he is charging $200 per square inch for companies to advertise their products and services with tattoos on his skin, the Boston Herald reported Thursday.
"I'm getting paid to do what I like to do best," Thompson said. "It's a one-time fee and it's a lifetime advertisement."

Thompson, a former restaurant employee, created www.tattmetto.com with his business partner, Josh Youssef. "He's thrilled with the idea because he's getting paid to do what he loves, which is talk to people and he's getting paid to get tattooed," said Yousse, a New Hampshire native who owns a computer store. "It's a win-win situation for him."

Thompson previously made headlines when he announced his plan to tattoo his head to resemble the helmets worn by the New England Patriots, his favorite football team. "Tattoos are my life," he said. "I'm the first person in the world that's got a Patriot helmet tattoo. Now I'm the first person to be a walking billboard."