Advertising that annoys: The real story.

Written by Mark Levit

Continued from page 1

Familiarity withrepparttar product plays a role in increased sales of a brand with an "irritating" advertising campaign, too. According torepparttar 149839 Journal of Advertising Research, customers’ knowledge of, experience with, or loyalty to a brand are components of familiarity—and familiarity isrepparttar 149840 most important factor inrepparttar 149841 effectiveness of advertising. Since customers tend to give greater attention to advertisements of a familiar brand, and may attach their experience withrepparttar 149842 brand torepparttar 149843 advertisement, customers are likely to acceptrepparttar 149844 message and respond torepparttar 149845 "irritating" advertisement with a purchase.

International Brand & Advertising Research conducted a test to determine if "feelings of liking or disliking commercials arerepparttar 149846 motors that drive brand attitudes and sales." Inrepparttar 149847 study, 251 30-second commercials were aired, representing six major product categories: food, confectionery & desserts, beverages, household products, personal care products and automotive. An analysis ofrepparttar 149848 251 commercials showed that there was no "robust, empirical evidence to suggest that either liking or disliking are reliable predictors of a commercial's performance in relation to sales-validated, evaluative measures." In fact, liking or disliking accounted for "no more that 11% ofrepparttar 149849 variation on any ofrepparttar 149850 major evaluative measures."

A "well-liked" advertising campaign does not always mean an increase in sales. Just like an "irritating" advertising campaign does not always suppress sales. The fact ofrepparttar 149851 matter is that effectiveness depends on factors other than "likeability", and what may be "irritating" to some may not be "irritating" torepparttar 149852 intended target. Atrepparttar 149853 same time, what may be "well-liked" by one group may not be received as well by another. It’s up torepparttar 149854 advertiser to determinerepparttar 149855 most likely target andrepparttar 149856 best way to reach that market to make a campaign effective.

Mark Levit is managing partner of Partners & Levit Advertising and a professor of marketing at New York University. Partners & Levit's clients include Procter & Gamble, UnitedHealth Group, and GE Commercial Finance. For more information call 212-696-1200 or visit

Combining Technologies To Make The Most Of Your Advertising Dollar

Written by Fred Ost

Continued from page 1

Enterrepparttar web site,repparttar 149673 most "bang for your buck" an advertising dollar can buy. Nothing can provide more information to a potential customer than a web site, giving them hours or even days worth of information. Offering a place to show photos, videos, maps and tons of other info most of us could never afford to put into a tv or print ad. Combining your web site with your other forms of advertising can lower your overall advertising costs by allowing you to place a smaller ad which now contains your web site address and your basic contact info and some key information about your business and reduce that thirty second tv spot to a fifteen second spot. If you really crunchrepparttar 149674 numbers you can reducerepparttar 149675 cost of your print and tv advertising enough to pay for your web site and it's hosting. And don't forget having a web site opens up all sorts of advertising methods and venues that other forms of advertising could not begin to hold a candle to.

Fred Ost is a writer, web designer and owner of Pocono Media web design. He is also a founder of, and staff writer at the free independent artits community at

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