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May 13, 2005
Preference is better than awareness
I loved the entry by Jennifer at BrandShift and the little example she quotes from JacobsMedia.
He writes:
"Ask (your friends) to name the first brand that comes to mind when you say . . . Pizza. They’ll likely name Dominoes or Pizza Hut. Then ask them where you should go to buy a great pizza. Different answer. Right? For me, it’s Sal’s on South Willow Street."
Okay - these are American Brands, although we have Dominoes and Pizza Hut in Malaysia as well. But next time you see an advertisement on television, or you read an ad in any of the newspapers - remember, this is creation of awareness.
It doesn't mean, that I am going to buy from those whose ad I see - this is just creating brand awareness.
I will still go to those places that treat me nicely, and beyond my expectations.
As such, any company can spend as much as they want on their advertisement, as long as they are not able to deliver, or as long as I am happy with what I am having currently, I am not going to change.
Posted by Andreas at May 13, 2005 04:27 PM
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Comments
That's overseas, right? For local, one focus group says that it's 'Celcom football', without any prompting.
Posted by: ah pink at May 16, 2005 04:27 PM
Something to ponder about. But what about approaching it differently? Assume you end up in a small redneck town in America or even an "ulu" town in Malaysia and are looking for a place to eat. You see a local pizzeria and Pizza Hut. Which would you choose? Obviously, when out of your comfort zone, you gravitate towards something familiar.
J.Rice also mentioned advertisment on sporting avenues. At first, I agreed with her. I have came across such advertisements and I have always wondered if those actually work. Then, it hit me- it does-very subtly. It works in a devious manner, through multiple reinforcement. The more you see it around, the more familiar the name becomes and sometimes it invokes curiosity. Which in turn leads you to trying the service or product. Now, to calculate the ROI on such methods-that befuddles me.
Posted by: Dhana at May 14, 2005 03:58 AM