This is part one of a three part series on effective advertising.
Obviously spend on advertising increases in the lead up the Christmas as brands compete for precious consumer spending. However, are brands really getting their ROI?
Along with this increase in advertising, there is also an increase in wasted spending. If an ad is aired and the consumer doesn’t know who or even worse, what it is for, the spend it wasted.
Brands must take into consideration that consumers don’t like advertising, with one third of television viewers avoiding advertising through switching channels, playing with children and pets and going into another room. Another third are passively avoiding advertising through muting the television and directing attention towards other mediums such as social media. Therefore a brand must do all it can to access the two thirds of the audience that don’t want to know about them through having a likeable, well branded (audible and visual branding) advertisement.
An example of a poorly branded advertisement is Myer’s “Find Christmas at Myer” TVC that has been airing for the last three weeks. Not only does it require the viewer to watch the very last 8 seconds of the 60-second commercial to know whom the advertisement is for, it also does not show any products and lacks audible branding. Consequently, a large proportion of the audience is a missed opportunity.
Stay tuned for part two…