The gist of Seth Godin's 'Purple Cow' is that advertisements don't work any more.

As marketers, we know the old stuff isn't working. And we know why: because as consumers, we're too busy to pay attention to advertising, but we're desperate to find good stuff that solves our problems.

The author stresses on making the product (and not the promotion part) remarkable, so that consumers will just know it, because there are patterns in which ideas flow through the population.

They (products and new ideas)* follow a curve, beginning with innovators and early adopters, growing into the majority, and eventually reaching the laggards.

*boldened and italicized part added by me

So my doubt is this.

  1. How true is it about today's television ads?
  2. Is it possible to measure effects of TV ads in quantitative terms?
  3. If yes, then how would a business go about it?

Personally, I've hardly ever chosen a product because the ad was remarkable. I'm sure many would agree. For instance, people who drink coke drink it because:

  • they're fans: so they won't choose any other beverage regardless of availability - so, ads clearly are useless for them
  • they're indifferent towards what they drink: in which case, they might simply choose what's available - even here, they're more likely to choose the mainstream drinks (Coca-Cola, Pepsi, etc), just because these are popular brands and not any random drink advertised on TV

I don't understand how companies make advertising decisions. Significant amounts are spent for advertising.

I know that this question is better suited for the Business Development in Area 51. However, it's still in definition phase and I don't want to wait till it reaches beta.

All these statements are my opinions and interpretations. I have not based them on real statistics. My statements might make me sound biased. I am. I believe ads don't impact revenue as much as they used to, especially TV ads. I'm willing to change it, though.


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