retired_shellmac13

*since. Watertight now.

Ventil

But you're quoting numbers with no basis at all.

If you did a brand association survey with the general public, I'm pretty sure you'd get a high number of respondees who knew that the Gorilla in a suit was something to do with Cadburys.

As I said right at the beginning, when you're looking at the competition between the Mars and Cadburys of this world, anything that gets people talking about your brand rather than your competitors is good news.

retired_princesspouty

I won't waste my time with the first point.

As for the rest of your points - in order

1) didn't say that - the original post was satirical - yeah that's right, that old chestnut.

2) knowing who the advert is for isn't creating a strong association. If you ask "what's it for -> cadbury's" you aren't making a strong association.

3) I didn't say it was. I was saying that increasing column inches and getting people to talk about it doesn't necessarily improve sales.

retired_bball3378

http://www.elave.co.uk/nothing-to-hide/


best advert ever...

retired_princesspouty

Incidentally I am aware that being brand aware isn't necessarily (or even likely) a conscious thing - you are being manipulated subconsciously.

I do understand that - I'm not saying people walk down the aisle of a supermarket and see Mars and Cadburys chocolate and then think "oh hang on - who did the gorilla advert?". Of course it doesn't work this way and so it's possible that the fact I'm talking about this advert now - means that subconsciously I'm generating a stronger psynaptic link for Cadbury's.

I do get all that you understand?

retired_therob

That's the context?

retired_therob

on what basis do you argue that high-exposure brand awareness adverts don't always boost sales, Retro?

retired_selvinel

retired_princesspouty

I made judicous use of the word 'necessarily' and I didn't link it with "brand awareness" either. I linked a high exposure advert with 'not neccessarily' boosting sales.

If raising this philisophical question means I have to dig around looking for statistics then really it's beyond the level of importance that I'm prepared to go to. It's just a discussion - it's not a university debate.

hth.

Ventil

Jerleat, if you can give me an solid example of how to measure brand awareness, its relationship with sales and the effect it has on the bottom line, I will happily concede your point.

In fact if you could tell me where your basis that all advertisers require an uplift in sales from a campaign, again I will concede your point.

Or you could just accept the fact that many advertisers out there, predominantly those who preside over an already well sold product, advertise to ensure that the brand is kept in the public's eye (mind) and this reinforces the sales position rather than drives it.

ROI is not the be all and end all of advertising.