The ads we’d rather ditch

January 10, 2007 at 11:15 pm · Filed under Marketing, Advertising

When it comes to gaining the audiences’ attention it seems irritating ads are the answer. Kevin Thompson (Co-founder of Brandsmiths) argues ‘Annoying ads are often the most memorable and frequently prompt use.’ Possibly for these reasons Craig Smith (Marketing Magazine editor) feels advertisers are beginning to view the irritating ads list as a measure of success!

Andy Cheetham (Creative director of CheethamBell JWT) was responsible for working on an ad for Gaviscon which reached number seven on Marketings’ most irritating TV commercials survey for 2006. He commented that ‘Ultimately great work is work that sells. That has to be the ultimate measure of any advertising and Gaviscon has sold shedloads.’

But is selling really the only key factor we should be considering when advertising? What happened to taking account of the long-term effects of strategies, i.e. consumer perceptions of the brand, strengthening customer loyalty and increasing customer base? Cheethams’ comments undermine all the hard work I have done in trying to persuade people that there is more to marketing products than distracting people with annoying messages they don’t want in order to make a sale.

Perhaps I am just being an optimist, but I can’t help thinking there must be a better way than simply irritating consumers all the way to the POS. Lets keep the fun in adverts!

Comments

Are you man enough?

November 28, 2006 at 10:39 pm · Filed under Marketing, Advertising

I read an article recently in an issue of Marketing about the complaints the ASA (Advertising Standards Authority) has received regarding the new Burger King TV ad. The strapline ‘Are you man enough?’ is said to be questioning the masculinity of boys who choose not to eat ‘junk’ food. The ASA received eight complaints in total which makes me wonder if we are taking this a little too seriously.

I’m all for improving the health of our Nation’s children (which, lets face it - is in an abysmal state) and I’m pleased to see fast food ads being directed away from youngsters, but this ad is targeting men, not boys. I don’t want to delve too far into the ethical issues of marketing fast food in general, but there is definitely a huge distinction between ads aimed at children and those aimed at adults.

The ad is also accused of promoting “a hatred of women”. What? Speaking as a woman, I like the ad, it’s both memorable and amusing. It takes me back to the Yorkie ads with straplines including: ‘Not for girls’, ‘Women - save your money for driving lessons’ and ‘Do not feed the birds’. Brilliant! Why is there still this stereotypical view that women don’t have a sense of humour?

Comments (1)