What Do Advertisers Want?
What Do Advertisers Want?
It is interesting to see the considerations., though I may have a somewhat different view on things as a publisher. But still, from speaking with advertisers, I don't think many of them have thought through all these issues. For example, on the presentation of "Product Cycle," many advertisers I have who are offering a long product cycle, like a wedding service or a mattress, expect an ad to yield the results of a short product cycle. They expect instant results from ads that do not offer promotional incentives. Realistically, though, all they can expect of a an ad that just lets people know of their existence is to get on the "'consideration list'" -- but not to make them call in reference to ad right away. As the writer explains:
Product Cycle: Some products are bought every day; some have years of lag between purchases. There is probably no determinant of strategy that is more overlooked by media suppliers. This is a long subject, but I’ll give a quick summary:
- Short product cycle (i.e. soft drinks): These are products that consumers buy every day and don’t put much thought or research into. Everything else being equal, the most recent ad will be the most effective. High coverage, “call to action” media are preferred.
- Long product cycle (i.e. cars): Usually there will be two objectives. The first, to build a brand image in order to get on consumers’ “consideration lists” (usually only 3-5 brands in a category will be considered by a consumer). The second objective will be to close the sale and it will be similar to a short cycle product strategy (fast, cheap coverage). Also, the execution is usually highly promotional (come down this weekend and save!).
Comments
Thank you for linking my article. The "Direct Marketing Objection" for magazines is one of the most common and educating clients on the consideration phase is a great way to overcome it.
One method of doing that is to give the car example, because it is both well researched and also common to everyday life.
Auto product cycles are generally considered to be 3 years: 2.5 consideration and 6 months of active consumer behavior.
Anytime someone tells you they are thinking of buying a new car, ask them "what kind?" Chances are that they will very quickly recite 3-5 brands.
Also, try to get them to name more than 5 brands and you will see how limited the consideration list really is. Even for such a vigorously marketed category, there is a clear border between brands in working memory and brands that are difficult to access.
Another interesting point is that consumers do very little research for consideration lists. It's mostly passive marketing. However, they do quite a bit of research to pare down their list for the final purchase. Long product cycle categories are usually extremely important and personal to the consumer as well as being major investments.
Consequently, Car marketers have two distinct campaigns ongoing. Image advertising is ongoing and focuses on identity and desire. Media choice is very TV and Magazine heavy.
Dealer advertising is "call to action" and there is much more Newspaper, Radio and Direct marketing. The message is also different: very oriented to a specific offer, (i.e. price, features, test drives, etc).
It's a powerful example because everyone has experienced it and it has powerful implications. The consideration phase is subtle, but if your brand isn't on the consideration list, chances are you have you have lost the consumer. They can only research so many brands.
- Greg