Is traditional advertising losing its grip? This article on MarketingProfs Daily Fix triggered the question again…
I have long ago become immune to most forms of advertising (I think … let’s not start about the subliminal influence). I don’t recall the last time I clicked on a web banner. The only ads I look at in magazines are the ones with gorgeous women on them (hey, give me a break, I’m a guy) but I wouldn’t know what they’re selling. My guess is either Dove or some perfume. And don’t even get me started on the ads on TV or the ones in the movie theatre I need to sit through before being able to view the movie I paid for.
But the question is: what does it get advertisers in return? Does P&G actually sell more detergent because of them? And if so, how do they calculate the impact of their ads? I’m curious, and sceptical about traditional advertising. How do you measure it reliably? How do you measure its influence?