We
presume that advertising works when it is pertinent, rather than
intrusive. Advertising is pertinent when you're interested in
a product or service, or in the "frame set" for making
a purchase. So, if we, as consumers or a business, are ready
and willing to make a purchase, how do we know our potential options?
Well, through advertising, of course.
In
my personal experience, I find myself paying attention to, or noticing,
ads for products or services I'm already considering, or
ones that match with my lifestyle and habits. For example, as summer
approaches I've been considering how nice it would be to have a
nice, golden tan before wearing some of the more revealing summer
frocks! I am concerned, however, about the health repercussions
of sun-bathing; therefore, I have decided to investigate the more
modern self-tanning products currently on the market. Advertising
tells me the formulas have improved from the streaky, orange tans
of the past.
(Neutrogena
Sunless Tanning product line)
And
wouldn't you know, I've noticed multiple ads for such self-tanning
products... on the radio, on TV, in print magazines and at points-of-purchase.
Honestly, I don't believe I would have noticed these ads if they
weren't pertinent to me at this particular time. If I'd seen
them in January, I'm sure I wouldn't have cared. These ads have
helped me to determine which product to purchase by communicating
the benefits of the product, its pricing, and where I can make the
purchase. Advertising has most certainly lead my initial purchase
decision; however, my repurchase decision will be based solely on
the quality of the product.
Ad
self-selection is a process we've all learned - it is almost instinctual.
If we don't have a foreseeable need or desire, we move on. However,
advertisers are constantly finding ways to make us pay attention.
We find flyers on our car windshields, brochures on our doors and
in our mailboxes, and we even receive phone calls in our homes.
These approaches are often looked upon as being intrusive in nature,
rather than pertinent messages in our lives.
When
is advertising pertinent? When does it become intrusive? It depends.
It depends on whether you're looking for such a product or service.
If you are, you most likely welcome the information, as it helps
you to make more informed purchase decisions. If you're not interested
in the particular product or service being advertised, you at best
you ignore it, at worst you feel it is intrusive and get angry about
being bombarded with meaningless messages.
Whether
an ad is pertinent to you, or intrusive, we can be sure advertising
is a conduit.
