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>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 pr

>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.