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You Might Be Overwhelming Customers With Data
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Re: Data, Commericals and Buying Decisions
  • 1/31/2015 7:49:41 PM
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rbaz      It sure is.   I never thought companies would be going to that extend - I figured most could afford the extravagance. Bankruptcy ? I wonder how they rationalized that bet ? I did some quick research and found a really interesting article which basically states Super Bowl ads don't increase sales enough for the expense http://bleacherreport.com/articles/2347574-super-bowl-ads-2015-analyzing-value-and-cost-of-top-commercials

In the article, they state 30 sec. of ad space will run you 4.5mil up from 0.5 mil from last year.

Vegas is sounding better all the time with those numbers.

Re: Data, Commericals and Buying Decisions
  • 1/31/2015 7:06:18 PM
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Louis, It's a high stake investment with big returns or losses. I recalled hearing of a company filing bankruptcy within months after running super bowl commercials. Not sure of all factors that came to play in their demise, but such expense so close to filing is suspect.

Re: Data, Commericals and Buying Decisions
  • 1/31/2015 5:37:48 PM
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@rbaz   True.   Imagine how revolutionized TV would be if every ad was of Super Bowl caliber ?     You think people watch too much TV now. 

But seriously as you mention, only those with the deepest pockets will make Super Bowl prime time. 

Re: Data, Commericals and Buying Decisions
  • 1/31/2015 5:09:52 PM
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Louis, the super bowl commercials have become quite the event onto themselves. The cost is so high that everyone brings there A game to the contest.

Re: Data, Commericals and Buying Decisions
  • 1/31/2015 4:21:25 PM
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@rbaz   That's funny.  I am the same.  These characters and skits do catch my attention and I have little idea what they are trying to sell - that is a sad statement I would think for most companies whose objective is to bring focus towards their product.  

Speaking of skits and characters, the best ones of the year are coming on tomorrow during the Super Bowl !  Should be really (interesting)/fun as usual.    Enjoy ! : ) 

Re: Data, Commericals and Buying Decisions
  • 1/30/2015 10:17:40 PM
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Louis, notice that most commercials contain comedy, music and/or entertaining skits that are completely unrelated to their products. I most times realize that I'd remember a commercial skit but can't recall the product.

Re: Data, Commericals and Buying Decisions
  • 1/30/2015 9:39:50 PM
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@rbaz   Good point.  I had forgotten Ads and commercials are just one piece of the marketing mix.   I can understand introducing the product but some companies really have nothing "new" just a repackaging of the same product they have been pushing since day one.

But in general, I understand your point(s), and when I think about it-  nearly all businesses' seem to function like "used car dealers" when it comes to advertising as it relates to the ultimate objective of closing the deal. 

Re: Data, Commericals and Buying Decisions
  • 1/30/2015 7:00:24 PM
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Louis, my understanding is that advertising is primarily an attention getter. Over time, with repetitive viewing the consumer develops familiarity with the brand and product. So it doesn't directly gets you to buy but to get comfortable with the brand. Additional tools like sales, promotions and other tools will finish you off.

Data, Commericals and Buying Decisions
  • 1/30/2015 5:00:58 PM
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It is really difficult to say how most view commericials. Do they really cause someone to buy that red car or not ? It just seems to me that with all of the "chatter" that is advertising, how effective is it ?

The advertisement doesn't influence my decisions - it is the amount of disposabal income I have for things outside my budget that influences my decisions. I don't see any advertisements about that so I am usually immune to ads. Unless it is something I was intending to buy anyhow, and the ad alerts to me potential savings.  But do others view ads the same way ?   I don't know.

But I think it is fair to say, companies are probably pushing too much (data) toward the customer hoping that something sticks.

Re: Data tendencies
  • 1/30/2015 3:14:36 PM
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Seth, your not alone. I'm a critical buyer that starts out looking for a reason to vs. a reason not to trust before buying. I believe that is a habit learned from parents or someone with influence when you were developing your method. The draw on experience vs. Data is trust. We trust our experiences but the data not as much. We know the source of our experiences but not of all the data.

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