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But why should i even care about an advertising campaign , when i can look at youtube videos, reviews, and ask my friends about microsoft's products ? if micros

by ippisl 14y ago

But why should i even care about an advertising campaign , when i can look at youtube videos, reviews, and ask my friends about microsoft's products ? if microsoft's product is cool enough, or solves some specific problem i've got, i'll probably hear about it.

mirkules 14y ago
YouTube videos and reviews (online or not) are mostly just astro-turfed advertising campaigns. You and your friends are likely influenced by either of these things on both a conscious and subconscious level, which then feeds back into the advertising campaign (this works in both a negative and positive sense). [Edit: this is how the "cool" that you mention gets created. I highly suggest watching a PBS documentary called "The Merchants of Cool", if a bit dated, to see how prevalent this is] As an example, take a look at any car magazine (e.g. Sports Compact Car) and read any of the articles. Or read a Cosmo or GQ article. The one thing they all have in common is they push a product through a story that doesn't even seem like advertising. It's both brilliant and slimy at the same time, and is the ultimate goal of any advertising campaign -- to assimilate itself into the culture without appearing that it is even trying. Like Apple. Like it or not, we are all influenced by ads on some level, and if nothing else, the reason any one of us "hackers" should care about advertising campaigns is at least to appreciate, analyze and improve upon them for our own products.
- ippisl 14y ago
  If you filter reviews, videos and comments and dig in a bit you can get a balanced view of a product. Yes, ads do influence people somewhat, but the influence is not that big , unless it's supported by a product that can support the imaginary world of the ad. So brand design is much more than ad design, you have to design every part of your offer to support this illusion.

by ippisl 14y ago

mirkules 14y ago

YouTube videos and reviews (online or not) are mostly just astro-turfed advertising campaigns. You and your friends are likely influenced by either of these things on both a conscious and subconscious level, which then feeds back into the advertising campaign (this works in both a negative and positive sense). [Edit: this is how the "cool" that you mention gets created. I highly suggest watching a PBS documentary called "The Merchants of Cool", if a bit dated, to see how prevalent this is] As an example, take a look at any car magazine (e.g. Sports Compact Car) and read any of the articles. Or read a Cosmo or GQ article. The one thing they all have in common is they push a product through a story that doesn't even seem like advertising. It's both brilliant and slimy at the same time, and is the ultimate goal of any advertising campaign -- to assimilate itself into the culture without appearing that it is even trying. Like Apple. Like it or not, we are all influenced by ads on some level, and if nothing else, the reason any one of us "hackers" should care about advertising campaigns is at least to appreciate, analyze and improve upon them for our own products.

ippisl 14y ago
If you filter reviews, videos and comments and dig in a bit you can get a balanced view of a product. Yes, ads do influence people somewhat, but the influence is not that big , unless it's supported by a product that can support the imaginary world of the ad. So brand design is much more than ad design, you have to design every part of your offer to support this illusion.