4 ms·

I believe it also works at a subconscious level to build brand recognition. When you need or want something, your mind references your memories to find supplier

I believe it also works at a subconscious level to build brand recognition. When you need or want something, your mind references your memories to find suppliers and determine which you want, etc. This is based on what you know of the product which is also heavily influenced through consumption of advertising. An example would be - I need car insurance. I know some vendors are All State, State Farm and Geico (via endless commercials and ads). I will call them and compare prices. Any vendor that isn't in your mind is less likely to get a call.

FussyZeus 9y ago
I suppose I can't definitively say that the subconscious thing isn't happening, but if it is, I don't see much evidence of it. Whenever I need something like insurance, I'll usually start from companies I've heard advertised, but I always compare rates and I'm open to other companies too. I suppose it gave them a marginally better shot at my choosing them, but I didn't pick any based on their ads. In fact, the company I ended up going with I didn't see any ads for recently as they don't advertise very hard in my area.
- maroonblazer 9y ago
  >I suppose I can't definitively say that the subconscious thing isn't happening, but if it is, I don't see much evidence of it. If one has no awareness of a product or brand then they can't recall it to include in their consideration set when deciding on a purchase. The ad industry has done a significant amount of research to determine what kind, and how many, messages for a product or brand a consumer needs to be exposed to such that they are more likely to recall it, aided or unaided. >the company I ended up going with I didn't see any ads for recently But you did see ads previously, which put them in your consideration set.
  - alpos 9y ago
    I think the part they miss has been the ease with which people can establish awareness of the major market players once they have a need. If anything ads are more useful for small/new companies than the big ones that currently drive all the pressure for targeting. I have severely limited my exposure to ads for a few years now. No regular TV / streaming only, ad-blockers + disabled javascript by default, no daily commute. With all of that I am almost certainly on the low end of the "brand awareness" scale. Even still, I just do a regular internet or maps search and I am suddenly aware of all the major market players for whatever I am after. In this sense, getting me to buy your product is more a matter of location and market share than the location or targeting of your ads. I'm sure a lot of people currently operate this way and there's really nothing stopping everyone on earth from operating this way. With that in mind, I don't think it makes sense for ad studies to assume the information needs to be forced into my head or the product won't have a chance.

FussyZeus 9y ago

I suppose I can't definitively say that the subconscious thing isn't happening, but if it is, I don't see much evidence of it. Whenever I need something like insurance, I'll usually start from companies I've heard advertised, but I always compare rates and I'm open to other companies too. I suppose it gave them a marginally better shot at my choosing them, but I didn't pick any based on their ads. In fact, the company I ended up going with I didn't see any ads for recently as they don't advertise very hard in my area.

maroonblazer 9y ago
>I suppose I can't definitively say that the subconscious thing isn't happening, but if it is, I don't see much evidence of it. If one has no awareness of a product or brand then they can't recall it to include in their consideration set when deciding on a purchase. The ad industry has done a significant amount of research to determine what kind, and how many, messages for a product or brand a consumer needs to be exposed to such that they are more likely to recall it, aided or unaided. >the company I ended up going with I didn't see any ads for recently But you did see ads previously, which put them in your consideration set.
- alpos 9y ago
  I think the part they miss has been the ease with which people can establish awareness of the major market players once they have a need. If anything ads are more useful for small/new companies than the big ones that currently drive all the pressure for targeting. I have severely limited my exposure to ads for a few years now. No regular TV / streaming only, ad-blockers + disabled javascript by default, no daily commute. With all of that I am almost certainly on the low end of the "brand awareness" scale. Even still, I just do a regular internet or maps search and I am suddenly aware of all the major market players for whatever I am after. In this sense, getting me to buy your product is more a matter of location and market share than the location or targeting of your ads. I'm sure a lot of people currently operate this way and there's really nothing stopping everyone on earth from operating this way. With that in mind, I don't think it makes sense for ad studies to assume the information needs to be forced into my head or the product won't have a chance.