This evening during the first commercial break of the X-factor (i have no choice but to watch it in my house) Cadbury's had two adverts that must have lasted at least 2 minutes, advertising their Cadbury's Dairy Milk Bar. One was an advert with a new Gorilla advert playing the drums whilst the other were some cars on a airport runway driving to a Bon Jovi song. You can see the adverts at: http://www.aglassandahalffullproductions.com.
Whilst they are very amusing adverts, the fundamental question i have to ask myself was, did it make me want to go out and buy more Cadbury's Dairy Milk? Honest answer no. If i wanted Cadbury's dairy milk i know about it already as do the millions of people who have bought it previously. There was no impetus making me want to go and buy some more. This advert failed to address my "What's in it for me?" question. There was no incentive, no offer, just the same boring chocolate they have been selling for donkeys years, packaged in an innovative advert.
Surely they could have spent the millions they spent in those 2 minutes of advertising on promoting a once in a life time offer, or developing some unique limited edition chocolate that has some unique features. Sadly they were lazy, thinking that by spending lots of money on adverts that will get their sales up...i very much doubt it.
General advertising is for the lazy, targeted advertising focused on a specific group who have been offered an incentive to buy is a completely different story! Before you commit to advertising your business, have a think and ask yourself this question "would you or your family buy from the advert you are about to put on TV or in the newspaper?". Enough said.
Posts
No comments:
Post a Comment