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The answer is not complicated, and the logic on this board is strained by people I think that don't work in marketing. 1) Advertising works. 2) Coke, a sugary
by jariel 6y ago
The answer is not complicated, and the logic on this board is strained by people I think that don't work in marketing.
1) Advertising works.
2) Coke, a sugary drink, is largely kept alive by smart marketing, that involves mostly advertising in the end.
3) Much of advertising is quite wasteful, because it is a fuzzy instrument - but on the whole, good marketing works.
4) There is a lot of self-awareness in the industry on this, and no doubt, a lot of borderline fraudulent actions by participants willingly spending money they know doesn't work.
5) Ad networks will happily sell you ads that don't work, and look the other way when there are shenanigans.
The problem here in the thread, is that people are having a hard time grasping how all of these things can be true at the same time, but it's not that hard really.
That some ad spending turned out to be 'not useful' is 'not news' when everyone knows that easily 50% of ad spending is probably wasted, we usually just don't know which 50%.
- ksec 6y agoAgree with most, >2) Coke, a sugary drink, is largely kept alive by smart marketing, that involves mostly advertising in the end. Not sure I agree. I haven't seen any Coke Cola Ads for years, not online digital Ads and I rarely consume any traditional media. But I will still buy Coke Cola every once in a while. They are also on all of the convenience store with decent positional shelf space or visual merchandising. Something I learned that no one on HN actually knows anything about during the discussions of App Store. Edit: All of my friends can taste the difference between Coke and Pepsi. It is just different. So I was surprised to read comments and youtube video about "blind tasting" on the two. No, I didn't drink Coke because of Ads, I drink it because it taste better. (And some people prefer Pepsi )
- jariel 6y agoYour personal situation doesn't represent the market, moreover, you spent 20 years watching coke ads growing up and having coke, it's impossible to tell how that affected you. You saw 1000 'product placements' for coke without being aware of it in films other things. Taste is associated with familiarity and comfort.
- ksec 6y ago> Taste is associated with familiarity and comfort. I respectfully disagree, I used to work in F&B industry. And product marketing and placement has absolutely no affect on how one think something taste is good or bad. It does however remind anyone next time the walk into store they should buy coke, which does affect sales number. But not taste difference. My 7 years old nephew hasn't watched a single Coca Cola coke in his life time, but he prefer coke over Pepsi. While my friends daughter ( and her mum ) prefer Pepsi.
- jariel 6y ago"And product marketing and placement has absolutely no affect on how one think something taste is good or bad" Yes it odes. "My 7 years old nephew hasn't watched a single Coca Cola coke in his life time" 1) It's ridiculous to say a 7 year old 'has never seen an add for coke'. How would you possibly know that? Unless they are living as the Amish, that kid as seen ads. 2) That someone will prefer one drink over another is not relevant to the argument. Nobody is making the claim that 'ads make you do stuff'. No Coke ad is going to 'force Pepsi drinkers to like Coke'. Ads are influential. They root the product in feelings, emotions, those have impact, which is why advertising is there. 3) Your nephew was probably drinking code from some age, maybe as a treat. It was Coke and not some Italian cola, because Coke has such a powerful market position. In Italy, they drink Brio and it's quite good, you can't even get it here, if you could, people would drink it. Coke spends billions on ads because they work not because they don't.