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Does advertising work?
· 26.07.2022 · 19:26:28 ··· Dienstag ⭐ 0 🎬 0
📺 AD Wonk
Does advertising work?
A lot of people think that advertising doesn’t work. But, one way to show that it does, is to look at what happens when you stop advertising.
Take cigarette ads for example. Their advertising has been banned since 1965 in the UK. So, did banning adverts affect sales? Based on the data shared in the video it appears to have had a gradual but significant effect on cigarette purchasing. Interestingly, it appears that the ban on advertising had more impact than the ban on smoking in public places which is surprising.
I suspect it’s really an accumulation of measures and public sentiment that’s combining to have that effect rather than just the advertising ban. Even so, banning TV ads has a demonstrable impact. And, the data also shows that further restrictions on cigarette pack branding, and cigarette print advertising also seem to have had small effects as well.
Next, we look at some data from 70 brands in Australia. These data show a very clear impact on sales from stopping advertising. It’s also worth noting that the data comes from the Ehrenberg-Bass Institute who are well known for the credibility of their work.
The same research showed that bigger brands decline more slowly than smaller brands when advertising is turned off. This makes sense as bigger brands will likely have stronger, more longstanding mental availability with customers. And, they often benefit from being available in more places.
So, does advertising work? It must, because when you switch it off sales fall slowly but steadily.
· 26.07.2022 · 19:26:28 ··· Dienstag
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