These subconscious effects are indeed the most effective ways for an ad to work. However, if an ad is obnoxious enough for you to remember, it can get you to actively avoid the advertised product as well.
Ads are effective, sadly. And why so much money is poured into them. I believe there are a few effects at play but the direct, see and ad and want to go buy it now is only one ofbhem that mostly only affects some people, or a lot of people occasionally.
I think a bigger effect is familiarity. You are far more likely to pick a product you are familiar with or have seen before over something younjave never heard of. Even if you have only ever seen it on advets and completely forgotten that you have ever seen ads for it. So even if you don’t think they work on you they likely do without you realizing, at least enough of the time on enough people that make them worth while running.
uzay@infosec.pub 11 months ago
Sowhatever@discuss.tchncs.de 11 months ago
It can. But the average impact is still positive.
vamputer@infosec.pub 11 months ago
Yeah, I like to think I’m immune to advertising until I see one that makes me think “damn, I haven’t had Burger Restaurant in a while.” The worst part is that I’m fully cognizant of what’s happening, and yet I still want some and it’ll make me think about it for a while afterward.
But, joke’s on you, Burger Restaurant! I’m fucking broke, son! Now we’re BOTH having our time wasted
rottingleaf@lemmy.zip 11 months ago
Well, things affecting you unconsciously should be plain illegal. Though that’s how ads are supposed to work since like 50s and earlier, and I think I remember a Colombo episode where what you said is mentioned.
nous@programming.dev 11 months ago
Um, No. Basically everything affects you subconsciously in some way. Both good and bad. That is a terrible and unenforceable thing to make illegal.
rottingleaf@lemmy.zip 11 months ago
Have you tried to find a principle by which one can filter out this particular thing (advertising namely)? Like the “25th cadre” etc. Before saying it’s unenforceable and terrible to make illegal.
There are regulations about what you can and can’t put into edible products. There are regulations about what you can and can’t use as fuel. There are regulations on materials used in construction, so that they wouldn’t be as toxic as 50 years ago, on paints, on glue and what not.
Though, of course, there’s a solution from another direction which is fundamentally better, simply abolishing trademark laws. But that’d be kinda revolutionary and highly unlikely to happen anytime soon.
nous@programming.dev 11 months ago
Sorry, I was more talking about this in particular:
Well, things affecting you unconsciously should be plain illegal
It is far too general a statement to be enforceable. There are things you can better enforce that focus on the negative effects of marketing, but things affecting you unconsciously is to vague and affects both positive and negative behaviours.
There are regulations about what you can and can’t put into edible products. There are regulations about what you can and can’t use as fuel. There are regulations on materials used in construction, so that they wouldn’t be as toxic as 50 years ago, on paints, on glue and what not.
These are all specific things though, not general broad reaching unenforceable statements. Which I agree with, there is a lot you can do with regulation that prevents bad behaviours of corporations, but these are generally specific things that are trying to solve some actual problem. And in this case you need to specific what things you are trying to prevent.
Even for just adverts, trying to ban all adverts that affect you unconsciously would be a ban on all adverts and marketing. Is that reasonable? I would not say so. It would be better to go after specific things like the regulations around advertising cigarettes. Or more relevant to today, maybe something around the shear amount of information advertising agency collect on you, IMO that is one of the bigger problems with them these days. Or the shear number of them that you get shoved into every aspect. Or putting adverts in products that you have already paid for. Those would be far more reasonable things that you could enforce.
evatronic@lemm.ee 11 months ago
Bingo. It’s not about making you buy something right now, it’s about brand recognition and such.
To wit, if you listen to podcasts, do a little thought experiment. Name a VPN company.
Was it “Nord VPN”? Ads work.
johan@feddit.nl 11 months ago
I think ad space sellers wildly overestimate the effectiveness of ads and google has made it far worse with targeted ads. People have gotten used to saying things like “ads work” and “brand recognition” but does anyone know the numbers? Or is this just repeating some phrases you’ve heard?
I don’t know the numbers myself, but I’m quite skeptical.
SlopppyEngineer@discuss.tchncs.de 11 months ago
Companies have tested this. A DIY chain ran an ad and people complained it was annoying, so they stopped running it. Their sales started to decline. Started running the ad again and sales went up.
Probably you’re not the target audience and just collateral damage in the ad war, but for the population in general they work.
CleoTheWizard@lemmy.world 11 months ago
A DIY chain is the ad I’m most unlikely to see. The only ads I see are usually the same 5 auto makers advertising the same bland cars on a cliff or in a desert. The vast vast majority of ads don’t work and waste everyone’s time for a small bump in sales and recognition. Especially since the variety of the US market is dominated by so few billion dollar businesses. Like Walmart still advertises. Walmart. The company that owns like 40% of grocery sales in the US and can’t pay their workers a living wage. They’ll gladly stop you from watching your shows though because their marketing department needs a salary.
nous@programming.dev 11 months ago
No it does not mean you will pick it. It means you are more likely to pick it. Given all else being equal you are vastly more likely to pick something familiar than something unfamiliar. And it all comes down to trends and statistics. The hope is that more people will go for your brand that leads to more sales then the cost of the marketing in the first place. You might not go for NordVPN for other reasons, but can you say that about every product you have been advertised to? If anything the more you know about a product the less advertising will affect you in the familiarity sense - these adverts are not so much meant for you as they are for people not familiar with VPNs at all.
But there are a lot of studies on the topic like this and this meta analysis that seem to conclude that advertising is effective. And there are a lot of studies on what various aspects of adverts make them more effective. I am yet to see any research that says adverts are ineffective overall, though I have not dug that deeply into it.
ChrisLicht@lemm.ee 11 months ago
There used to be a business joke you’d hear in the ‘60s, often attributed to John Wanamaker, a pioneer in marketing:
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half!”
The joke highlights the dilemma many businesses face in evaluating the effectiveness of their advertising spend. It’s remained relevant in the advertising and marketing industries, reflecting the challenges in measuring the impact of advertising efforts.
mouth_brood@lemmy.one 11 months ago
You just became an ad for mullvad…
Sparkega@sh.itjust.works 11 months ago
Good products are worth sharing to help shape future products. Grass roots only works if the product is worth using. Vote with your wallet to help shape future products. While the previously poster can be viewed as an “ad”, the post is same as a next door neighbor bringing it up. Mullvad doesn’t do affiliate marketing or pay influencers.
I used to use Mullvad but now I use a different service, but especially like to support open source products.
scytale@lemm.ee 11 months ago
The fact that companies pour millions into ads means it works for them. Don’t assume that just because you and I (and probably most users on here) aren’t susceptible, it doesn’t mean the majority of the population aren’t too.
fcuks@lemmy.world 11 months ago
2 second google for some numbers: “In 2022, global internet advertising revenue stood at 484 billion U.S. dollars”
helenslunch@feddit.nl 11 months ago
Companies are not just pouring money down the drain and paying zero attention to what comes back up. If they were true the advertising industry would be instead instead of the insane massive monolith that it actually is.