Does advertising work? Or is it actually smoke that takes a very important part of the budgets of the brands in exchange for, when the moment of truth, nothing? That is one of the great debates that companies Country Email List star in and that become points of dissension at conferences and congresses. Of course, if you ask any publicity officer, they will say that advertising works. But does it really do it?That is what an approach to the issue of Warc has analyzed . From the outset, the analysis makes it clear that yes, advertising works (along those broad lines). What does not work is how the subject is approached.
The starting point in many of these Country Email List approaches to whether advertising works or not is in the wrong position, as explained in the analysis. It is because the question itself and the starting point itself are wrong. If advertising is expected to have a direct effect on sales (I see an ad = I buy a product), then yes, the advertising is going to fail and it will not be giving results. Advertising does not work like that, or at least 100%, they explain in the analysis.Ads are persuasive and buy-in on some occasions, but direct conversion isn't necessarily the direct benefit of ads and it's not the only one they bring. Brands, they recall in the analysis, are "made of memories." Ads make brands creep into consumers' memories or refresh the memories they already have.
Thus, they work by making the brand curdle, stay, and that, when the moment when that memory is needed, it is easy for it to appear in our recent memory.Of course, and keeping that in mind, the ads are not always unbeatable. Advertising makes mistakes, does not work well, or fails to stay in the Country Email List consumer's memory for multiple reasons. For this reason, and the second element that the analysis defends, the starting point of the analysis should not be the total of determining if the advertising works or not, but should focus on analyzing why sometimes the ads do not work at all.