Retch and Frequency
Submitted by claymore on Tue, 10/28/2003 - 15:02.
The Baltimore Sun's Kevin Cowherd has been irritated by commercials lately. Irritated by the repetition and repetition and repetition of those commercials that irritate him. Irritated enough to write a column on it.
Heh heh heh... "Cowherd."
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Tigger commented on adlist:
>From the article :
"The sheer frequency of running a commercial, no matter how annoying or 'bad' it may be, can really help to get a brand name into the consumer's head," says David Blum, executive vice president of Eisner Communications here in Baltimore.
He also added. No I haven't read any research or new thinking on this topic since 1972.
It's OVER. This myth has been debunked. It is an ex-strategy. It has ceased to be. There are countless volumes of research to prove that it is not a good idea to run advertising that people hate. A couple of badly misinterpreted P&G case studies from the seventies are no longer the basis of modern advertising thinking.
If people in this industry continue to refuse to avail themselves of the relevant information instead of just parroting stuff they read or hear in meetings we are doomed.
--tigger
and apologies for the rantagonistic tone (and yes I did just make that word up)
The parrot theory is; if you don't stick you neck out you won't become chicken tonight.
(and oh, how wrong they be... chicken, chicken, chicken!)