Jan 8 2014, 10:18am CST | by Sumayah Aamir
There is a saying that at least 50% of ads prove to be mindless drivel that is ineffective at influencing consumer tastes. Now the figure has reached a whopping 80% in case of the Super Bowl ads. They are nothing but a waste of time. Surprising as this might seem, it is true.
The four million dollars that advertisers normally shell out for a half minute spot on the Super Bowl is worth peanuts in terms of customer satisfaction. It has close to nil effect on the choices and preferences of the shoppers. This strange and odd reality was exposed in an in-depth interview with over a thousand people who made purchases.
In the follow-up study, it was found that a single lousy ad does not make much of a dent in consumer focus. The reason oddly is the extreme level of detail and creativity expended on the advertisement. It seems that when the storyline gets estranged from the actual product the customer loses interest in it. He or she simply remembers the colorful funky details and often has no memory recall regarding the specific product or service.
This essentially misses the whole point of advertising. To drive the point home is lost in the process of extraneous paraphernalia. Therefore a famous brand such as Budweiser may be closely associated with and remembered later on. Meanwhile, Tide gets little to no response since its dynamic ad is more of a surface display and less concrete in style.
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