The power of advertising
The Power of Advertising
Gail Patterson
It is argued by many that television is the most powerful source of advertising (Grant and O'Connor; 2005, Jasperson and Yun, 2007) and is also the most likely form of media to be remembered and discussed by the public (Ford-Hutchinson and Rothwell, 2002, p17). This is confirmed by a number of studies that show a good response to television advertising, and corresponding commercial spending; a report in the Economist found that “Television remains the most-powerful advertising medium, with a 38% global share of spending on major media in 2004.” (The Economist, 2005, p48) Though for most purposes advertising expenditure indicates advertising return-on-investment, and in turn, advertising power, but it is not the only method of measuring advertising power. Television advertising may be powerful when appealing to certain demographics, but for certain markets, especially niches, television advertising will not be the most powerful: “Internet and e-mail will also grow in importance, because these ads can target specific audiences” (Metzler, 2005, p1). A new online computer game, for example, may be more successfully advertised using internet pop-ups (though these are generally viewed as intrusive) and targeted emailing, rather than a television slot, which may not be seen by the game-playing community (Silk, Klein and Berndt; 2001, McCoy et al; 2007). Furthermore, sales revenue may not be the primary driving factor behind advertising, emblazoning a company logo on t-shirts maybe a powerful method of promoting brand awareness; direct mailers from a supermarket may be the most powerful method of countering a local competition attack (Bawa and Shoemaker; 1987). Ogilvy (2004) argues that the most powerful mode of advertising is that which arouses consumer curiosity. Using this as a yardstick, it could be argued that internet advertising allows the consumers to follow their curiosity to detailed information
Gail Patterson
It is argued by many that television is the most powerful source of advertising (Grant and O'Connor; 2005, Jasperson and Yun, 2007) and is also the most likely form of media to be remembered and discussed by the public (Ford-Hutchinson and Rothwell, 2002, p17). This is confirmed by a number of studies that show a good response to television advertising, and corresponding commercial spending; a report in the Economist found that “Television remains the most-powerful advertising medium, with a 38% global share of spending on major media in 2004.” (The Economist, 2005, p48) Though for most purposes advertising expenditure indicates advertising return-on-investment, and in turn, advertising power, but it is not the only method of measuring advertising power. Television advertising may be powerful when appealing to certain demographics, but for certain markets, especially niches, television advertising will not be the most powerful: “Internet and e-mail will also grow in importance, because these ads can target specific audiences” (Metzler, 2005, p1). A new online computer game, for example, may be more successfully advertised using internet pop-ups (though these are generally viewed as intrusive) and targeted emailing, rather than a television slot, which may not be seen by the game-playing community (Silk, Klein and Berndt; 2001, McCoy et al; 2007). Furthermore, sales revenue may not be the primary driving factor behind advertising, emblazoning a company logo on t-shirts maybe a powerful method of promoting brand awareness; direct mailers from a supermarket may be the most powerful method of countering a local competition attack (Bawa and Shoemaker; 1987). Ogilvy (2004) argues that the most powerful mode of advertising is that which arouses consumer curiosity. Using this as a yardstick, it could be argued that internet advertising allows the consumers to follow their curiosity to detailed information