Mediapost.com published something from a conference rather extravagantly titled “The Empirical Generalizations in Advertising.” Wow. Anyone who knows me knows I like my generalizations to be empirical, so I read it closely.
Amidst other findings, they published this from the Keller Fay Group regarding Word of Mouth advertising. Citing interviews conducted since 2006, they concluded that over 20% of conversations included a reference to advertising. Further, they suggest ad-influenced WOM is 20% more likely to include an active recommendation to buy or try the product.
As a traditionally trained advertising creative, I’m wearing a huge happy hat over that news. Because in the perpetual motion experience that defines the best of modern advertising, a medium labeled as ‘traditional’ as television, still drives engagement. It can still push out a message that starts conversations. And changes minds.
Not on its own, not in a vacuum, and not at the expense of other engagement points…but still, good TV advertising works. It relies on the power of creativity. And it doesn’t stop with TV. The trick is to ensure that every touchpoint reinforces and advances one message.
Which, as any experienced ad practitioner knows, comes down to Advertising 101.