Friday, February 08, 2008

Finally! Someone understands Why we advertise!

Okay, I love the creative side of advertising as much as anyone else who has been in this business or has watched, listened to or observed creative advertising.

But the bottom line is still the bottom line.

I got in the radio business to talk and play tunes and have fun.

Then I grew up a little and learned that the radio business, just like all other media is actually an advertising vehicle. Or a connection vehicle.

Using radio as my example, we have say, 100,000 people listening to our radio stations every week. These people buy stuff. We let them know what they can buy, where they can buy it and sometimes how much it is. This is the connection that pays us and all the support staff in the office and the jocks on the radio money, which keeps everyone employed!

Businesses pay for advertising to reach people who will buy their stuff and radio (and other media) is the mouthpiece.

Nowhere in this equation is "creative" by itself, considered. The creative is just a method of formulating the message that people respond to, to get them to, first of all, think of the product or company, and then second of all, persuade the consumer to take action and spend their money with the company and complete the transaction that creates a win-win-win situation for everyone.

A week has almost passed since the Superbowl aired. The questions behind the millions of $$ spent on creative and then airing of what are supposed to be the best TV commercials all year is... (drum roll).... "Do you remember who advertised in those commercials? and Did sales increase for those companies and their products that spent the millions?"

IAG has done the research on this topic and here are their results that came in my email today:

IAG: Breaks Down Popular/Recalled Super Bowl Spots
by Wayne Friedman, Friday, Feb 8, 2008 8:45 AM ET
SUPER BOWL SPOTS MAY BE well-liked--but are they well-remembered?

Research company IAG chimes in with its analysis of the Super Bowl and breaks down these spots in two key areas. One glaring example of the differing criteria comes from an NFL commercial--a spot that tells the story of how Ephraim Salaam, a big guy who plays the oboe, finds his way into the NFL.

It was rated the most likable of all Super Bowl spots. But as for being the most recalled--the spot wasn't even on IAG's top 10 list.

A Coca-Cola commercial featuring parade balloons chasing after a Coke balloon also scored well in likeability--taking a third-place spot. But it didn't make the top 10 of spots recalled.

Similarly, a Bridgestone commercial--showing critters screaming as a car, traveling at night, misses them thanks to good tires--achieved high likeability, with a fourth-place spot, but it didn't make the top 10 of spots recalled.

Conversely, the FedEx spot featuring an entrepreneurial executive who solves his shipping problems with giant carrier pigeons was the most-recalled spot, according to IAG. But it wasn't as well-liked in relation to other TV commercials, and it did not appear on IAG's top 10 list.

Other spots did well on both lists: The Budweiser spot featuring a Dalmatian training a Clydesdale to make a beer wagon team, all to the tune of the "Rocky" theme music, scored well in likeability and recall --coming in at second place on both lists.

The Doritos spot where a man looks and waits to catch a mouse and ends up getting attacked by the giant mouse was the fifth-best-liked spot and fourth-best spot recalled. This is the second year that Doritos has allowed consumers to compete to produce a Super Bowl spot. Doritos also did well in other industry surveys.

Other spots that scored well on both likeability and recall lists include: E-Trade and its smart investor-talking baby; and Planters and its uni-brow woman in pink who rubs cashews on her like perfume.

You can click here to watch those ads again if you really want to.

Sphere: Related Content

No comments: