When’s the Last Time An Ad Sold You Something?
At my firm we’re pretty transparent about finding the right solutions for clients, even when it’s not in our best financial interest to recommend, say, social marketing over a print ad campaign. I can’t tell you how many times I’ve bristled in meetings when the president of our company says, “ads aren’t working now.”
But then I started thinking, when’s the last time an ad sold me something? I’m not talking about a retail sale ad or a buy-one, get-one special at the mall, but an ad that sold me on a particular brand, maybe offered me news and actually created a desire within me to buy a product.
The best answer I could come up with was a famous Timberland Boot ad decades ago. The headline read something like “In Ten Years, You Might Have To Replace The Laces.” Didn’t know what Timberland was at the time, but I bought a pair. True to spirit of the ad, I’m currently on just my second pair today.
Granted I’ m a jaded writer bent on judging the conceptual and strategic merit of all advertising. Still, off the top of my head, it’s tough for me to think of a lot of ads that changed my way of thinking, that actually persuaded me to make a purchase. Don’t get me wrong, I loved the Doritos “Crystal Ball” spot during the Superbowl. I still buy Tostitos though.
The good news for guys like me is that I believe advertising has reinforced purchasing decisions I’ve made countless times. Times when I was standing by the gum display at a checkout counter. Times when I exited the Interstate wondering which hotel parking lot to pull into. Why? Because those brands were top of mind.
Or maybe I had seen ads that reinforced a preference or desire I already had. For instance, I’ve wanted a Jeep Wrangler my entire life. Not because their ads were cool necessarily, but because I’ve always liked jeeps. The two-door never made sense for me though. Then I saw the “new species” campaign announcing the Jeep Wrangler Unlimited 4-door.
Mine is blue.
So would I have bought the car had I never seen the ads? I don’t know. I think ads work because they generally confirm our desires rather than create them. But I don’t think ads can sell you something you don’t want or can’t afford in a bad economy.
What say you? I’d like to hear from you. Does advertising work? When’s the last time an ad sold you something?