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aaron p | Are people less aware of brands and advertising despite increased spending? |
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QandAGuy
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I would argue that people are more aware of brands today than ever before. They are in front of us all the time (NASCAR is a great example) even when we don't think about it. The issue is that launching new brands is getting more and more expensive since it takes more and more money to reach consumers and make an impact. That's why you don't see as many new brands and, for a while, you saw lots of brand extensions whereby the company doesn't have to sell you on a new brand, only a new product offered by that brand (Dove Shampoo, Tide stain remover, etc.).
The other argument is that traditional TV ads are less effective today because there are so many types of media we are exposed to (online, outdoor, etc.) and so many cable channels to disperse the audience (versus 3 networks 25 years ago). So while brands are doing great, it's much harder to support them than it used to be. |
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Jenny K
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Oh, absolutely. Especially in regards to convience items.
Retail items are already marked up aproximately 70%-80%. At times I have paid 3 to 4 times the cost of a retail item for convience reasons. Thus a convience item is costing me 370% to 480% above the wholsale cost of the item.
Today we subconciously see more advertising than ever before, so we buy stuff because it has been unconcously drilled into our heads. |
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Kaoss
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Yes, we are so bombarded with advertising it doesn't sink in any more. Also, advertising is becoming so unconnected from the product to catch your attention sometimes you can see a commercial or ad a half dozen times before you start to remember what it is for.
It's more about shock value than anything else anymore. But although you may remember the commercial you can't always remember what it's for. |
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drshorty
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People might think that they aren't aware of brands, etc., but they know about them. It's just that they know about them subconsciously. However, this subconscious knowledge can still affect spending, which is exactly what the marketers are hoping for. |
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Reaper King
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I am MORE aware of it. most people fall into a routine where they'll buy only one brand or one thing all the time. fear of experimentation I guess. newer and better products hit the shelf constantly. most of these people will only fathom the notion of buying something else IF someone they know has used it with great results. |
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Gabrio
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Well, the advertising attack is so crowded that the costumer get bored of it. Also the big brands are following a trend to offer a lifestyle very similar and expensive.
I like the difference and convenience of IKEA, not for the price, i mean for the example of a good company with a humble tycoon.
www.ikea.com |
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