4 ms·
Another reason that Internet ads don't completely supplant traditional mass marketing, is because a lot advertising is about creating a cultural consensus aroun
by dcolkitt 6y ago
Another reason that Internet ads don't completely supplant traditional mass marketing, is because a lot advertising is about creating a cultural consensus around a product. Beer is the classic example.
Corona wants to create the image that it's the beer for cool, relaxed dudes. We all know that there's nothing inherent to Corona that makes it the beer for cool, relaxed dudes. But through mass advertising they've created a widely shared cultural connotation for that brand. If I show up to a party with a six-pack of Corona, I'm projecting a clear message to everyone there that I'm a cool, relaxed dude. (Or at least style myself that way.) If I was going for sophisticated, adventure-lover I might show up with Dos Equis instead. And most everyone in America would understand.
For this type of marketing, hyper-targeted advertising defeats the purpose. You don't just want to reach the target customers. You want everyone in the broader culture to understand what your brand stands for. It's why mass reach advertising, like Super Bowl commercials or Times Square billboards command such hefty premiums. I watch a beer commercial at Super Bowl half time, and not only do I know that I've seen that commercial. but I know everybody else will too.
- Igelau 6y ago> If I show up to a party with a six-pack of Corona, I'm projecting a clear message to everyone there that I'm a cool, relaxed dude. (Or at least style myself that way.) If I was going for sophisticated, adventure-lover I might show up with Dos Equis instead. And most everyone in America would understand. On the contrary, most are going to see you as the guy who brought bad beer because he's susceptible to aspirational advertising.
- thiagocesar 6y agoYour kind of party, unfortunately, is not the most common kind of party. The most common kind of party is littered with brands - clothing, cars, purses, phones, jewelry, acessories, make up...
- Igelau 6y agoI wonder if there's a regional component to it. This might be yet another one of those cases where trying to say anything about America as a thing is nonsense.
- msla 6y ago> If I show up to a party with a six-pack of Corona, I'm projecting a clear message to everyone there that I'm a cool, relaxed dude. (Or at least style myself that way.) If I was going for sophisticated, adventure-lover I might show up with Dos Equis instead. And most everyone in America would understand. Beer is a bad example these days because microbrews have taken over and the consensus has become fractured: Moose Drool is big where I live, but it likely doesn't exist where you are. Buying a macro means you're out-of-touch, no matter what kinds of ads InBev is putting out for it these days.
- hellisothers 6y agoI realize this is going way off topic but I’m seeing the opposite: I have dozens of $20+ beer bottles in the basement and occasionally like a little fresh IPA but by volume I drink way more Modelo or other lager. Doing anything because everybody else is means... something, showing up with a case of miller lite says you DGAF and the genuinely interesting people seem to notice.
- 908087 6y ago> If I show up to a party with a six-pack of Corona, I'm projecting a clear message to everyone there that I'm a cool, relaxed dude. (Or at least style myself that way.) If I was going for sophisticated, adventure-lover I might show up with Dos Equis instead. And most everyone in America would understand. The idea of someone showing up with a specific type of beer to attempt to project an image is hilariously absurd and incredibly sad at the same time. I guess that's just where we're at as a society, though. I definitely wouldn't have received your clear message if you showed up at a party with your 6-pack of Corona hoping to let me know how cool and relaxed you are.