Can we dial back the pile on of Seth please? It's really not very pleasant or necessary.
He has his views on the use of advertising to influence us towards bias over a particular brand. Agree with them or not, or just ignore them and focus on whether the advert itself is actually any good (for me it's not as "good" as in other years btw).
No need for the personal stuff imo.
Blatant subliminal attempts here to manipulate me to buy:
1. A clock; 2. A carpet; 3. An Emmerdale DVD; 3. A car.
Clearly your ad implies that the human race will continue to develop, create laser carving knives, live on the moon and make dogs talk, none of which is scientific fact.
You are warping the minds of young people, and pets, by setting unrealistic expectations.
Worse of all you and your mind control marketing people (((probably "globalists", hey you know who I mean))) are diverting the minds of the proletariat from the struggle and ignoring the climate crises that will force us to live on the moon anyway.
PS do John Lewis sell those knives? "never knowingly undersold" you know.
Haven’t seen the ad’s in question but I see the annual ‘advertising is a load of guff’ thread has started up again.
Tv advertising is but one thread to the standard brand marketing mix which is far less influential than it used to be. But to say you have never been influenced by a brands marketing is utterly ridiculous:
1) What trainers are on your feet? Would you still have purchased them if they said Pike instead of Nike? When you purchased them - how did you know where you can go and buy them? If it was online - how did you find the link? Why did you go to that website and not another one?
2) There will be 4 stages behind most purchase decisions that will take place over a varying amount of time depending on the product:
- Awareness (you can’t buy something you don’t even know exists - they can’t magic their way into your mind like an immaculate conception). - Engagement (that’s the emotive side of buying - I am aware of product A and want to buy it for reasons x, y or z).
- Conversion (that’s your choice to go and buy a product….. but without the other two stages happening in some way or form you are not gonna just wake up one morning with a new pair of trainers on your feet) - Advocacy (you as a customer are one of a brands most valuable marketing commodities). That’s Damo speaking to his mates about a new car, or Dazzler going out and his mates seeing a new pair of trainers etc. Which in itself will potentially drive awareness in a friend who will then be at stage one of their own purchase journey.
Hence why I have always modelled it as a cycle.
And it’s not just big global brands brainwashing. How many people here own their own business? Local builders? Plumbers? Anyone on check a trade (stage 3 conversion)? Anyone stick a sign up when you are working on a job (stage 1 awareness)?
This John Lewis ad has clearly done the job it has intended to do…… it’s not doing the stage 2,3 or 4 job of my cycle. It’s doing the stage 1 job. Awareness.
You are all talking about it.
People are talking about it online.
Their digital brand visibility will go through the roof.
So when you do a google search for a new product you need….. what’s gonna happen in terms of your recommended links and websites to go to?
On the advertising front, personally I don't remember ever being influenced to buy anything I hadn't already intended to buy.
Like both the JL and Lidl ads personally.
How did you know about the product to intend to buy it?
I did research because I needed/wanted a thing.
I was definitely influenced as a kid with toys etc.
When you researched - how did brands ensure position in your field of vision(digitally I presume) at the time?
SEO is one of the most powerful marketing tools out there. Paid search as well.
Your research would have no doubt been marketing influenced even if you didn’t know it.
I haven't once said marketing is guff. It clearly works.
I have simply said that I can't remember a time when an advertisement had influenced me to get a thing that I didn't already want/need, just because of the advert. With this I was referring specifically to TV advertising as per the thread.
As you asked about trainers... I wear Mizuno running shoes as advised by a running shop that do all the gait, pronation and stride analysis, whatever they say is best is what I get. I wear either decathlon or sports directs own brand running gear (Kalenji/Karrimoor) because it's the cheapest and just works.
In terms of other clothing I wear mostly unbranded stuff, usually from Next as my partner works there, before then it's have been other similar stores. Yep I'm that cool.
I'm not needlessly wasting money on brands for myself when my kids and partner are more important to me to spend on.
People are increasingly trying to avoid advertisements. Cigarette advertisements are banned, but not the products.
I don’t disagree with this.
One of the reasons I work in sports and entertainment sponsorships and partnerships. One of the best ways for a brand to organically make their way into their customers interests and passions.
1) What trainers are on your feet? Would you still have purchased them if they said Pike instead of Nike? When you purchased them - how did you know where you can go and buy them? If it was online - how did you find the link? Why did you go to that website and not another one?
My biggest problem with adverts is they don't seem to be as watchable as they used to be, but that is probably in part nostalgia. In that respect, I think it is good when John Lewis and others make an effort. Whilst I don't agree with Seth on this, I don't see him posting his view as an issue. You can always ignore his posts if you are so inclined. How has he spoilt the thread? And is it really a big deal?
Anyway, I remember seeing the Woolies Christmas ad and that made you feel Christmas was close. It helped I was more excited about Christmas in those days. I think the John Lewis Christmas ad probably has a similar effect for others. I loved the sketch about the Woolies one in Monty Python's Meaning of Life.
The agency is Adam & Eve DDB, the new generation of the agency that did the Valley Party campaign from the same building by Paddington Station - and Heather Alderson of CAST works there now.
Comments
Clearly your ad implies that the human race will continue to develop, create laser carving knives, live on the moon and make dogs talk, none of which is scientific fact.
You are warping the minds of young people, and pets, by setting unrealistic expectations.
Worse of all you and your mind control marketing people (((probably "globalists", hey you know who I mean))) are diverting the minds of the proletariat from the struggle and ignoring the climate crises that will force us to live on the moon anyway.
PS do John Lewis sell those knives? "never knowingly undersold" you know.
I mean, the names John and Lewis are so gammon now. Unless of course, they're in a gay relationship.
https://youtu.be/Dlem-MOMZOs
I was definitely influenced as a kid with toys etc.
1) What trainers are on your feet? Would you still have purchased them if they said Pike instead of Nike? When you purchased them - how did you know where you can go and buy them? If it was online - how did you find the link? Why did you go to that website and not another one?
2) There will be 4 stages behind most purchase decisions that will take place over a varying amount of time depending on the product:
- Awareness (you can’t buy something you don’t even know exists - they can’t magic their way into your mind like an immaculate conception).
- Engagement (that’s the emotive side of buying - I am aware of product A and want to buy it for reasons x, y or z).
- Advocacy (you as a customer are one of a brands most valuable marketing commodities). That’s Damo speaking to his mates about a new car, or Dazzler going out and his mates seeing a new pair of trainers etc. Which in itself will potentially drive awareness in a friend who will then be at stage one of their own purchase journey.
And it’s not just big global brands brainwashing. How many people here own their own business? Local builders? Plumbers? Anyone on check a trade (stage 3 conversion)? Anyone stick a sign up when you are working on a job (stage 1 awareness)?
This John Lewis ad has clearly done the job it has intended to do…… it’s not doing the stage 2,3 or 4 job of my cycle. It’s doing the stage 1 job. Awareness.
You are all talking about it.
People are talking about it online.
Their digital brand visibility will go through the roof.
So when you do a google search for a new product you need….. what’s gonna happen in terms of your recommended links and websites to go to?
SEO is one of the most powerful marketing tools out there. Paid search as well.
Your research would have no doubt been marketing influenced even if you didn’t know it.
I have simply said that I can't remember a time when an advertisement had influenced me to get a thing that I didn't already want/need, just because of the advert. With this I was referring specifically to TV advertising as per the thread.
As you asked about trainers...
I wear Mizuno running shoes as advised by a running shop that do all the gait, pronation and stride analysis, whatever they say is best is what I get.
I wear either decathlon or sports directs own brand running gear (Kalenji/Karrimoor) because it's the cheapest and just works.
In terms of other clothing I wear mostly unbranded stuff, usually from Next as my partner works there, before then it's have been other similar stores. Yep I'm that cool.
I'm not needlessly wasting money on brands for myself when my kids and partner are more important to me to spend on.
People are increasingly trying to avoid advertisements.
Cigarette advertisements are banned, but not the products.
One of the reasons I work in sports and entertainment sponsorships and partnerships. One of the best ways for a brand to organically make their way into their customers interests and passions.
Anyway, I remember seeing the Woolies Christmas ad and that made you feel Christmas was close. It helped I was more excited about Christmas in those days. I think the John Lewis Christmas ad probably has a similar effect for others. I loved the sketch about the Woolies one in Monty Python's Meaning of Life.
Search all the small things - post modern jukebox, if you want to hear the full version.
Just read two pages from last year, proper charlton life bedlam over an advert, love it.
As for the advert, pretty decent using their massive platform for a worthy cause. Nothing beats the old chap on the moon from 2015 for me though.