Ad vs Reality Consumers Armed with Tech and Info by Augustine Fou

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If the ad looks so incredibly polished and the reality is anything-but, then consumers may in fact run away forever. Advertisers now need to make sure the reality matches the ad too .. because …

If the ad looks so incredibly polished and the reality is anything-but, then consumers may in fact run away forever. Advertisers now need to make sure the reality matches the ad too .. because consumers are armed with technology and information and the ability to share with others instantly.

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  • 1. Augustine Fou- 1 - Ad vs Reality Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com March 2014
  • 2. Augustine Fou- 2 - KFC – Nacho Box
  • 3. Augustine Fou- 3 - Users have instant and … …constant access to info “no, that isn’t the ‘best price’ for this HDTV and the reviews aren’t even that good… ” • 43% smartphone owners used device in-store • 15% checked prices in-store and then bought from competitor Source: comScore 2012 Augustine Fou- 3 -
  • 4. Augustine Fou- 4 - Dr. Augustine Fou – Digital Consigliere “Because consumers are armed with technology like smartphones and also have instant access to information, advertisers and retailers need to ‘back up’their claims and beautified ads with reality. Otherwise they permanently lose customers’trust.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou
  • 5. Augustine Fou- 5 - Related Articles State of Online Video Ads By: Augustine Fou, December 2013 Why Digital Kicks Traditional By: Augustine Fou, March 2012 Video Ads Destroy TV Ads By: Augustine Fou, April 2012 Mythbusting Advertising By: Augustine Fou, June 2012 Augustine Fou- 5 - Video Ad Benchmarks By: Augustine Fou, April 2013 Video Ad Fraud Investigation By: Augustine Fou, October 2013 The Magnitude of Digital Ad Fraud By: Augustine Fou, November 2013 The Biggest Lies of TV Advertising By: Augustine Fou, May 2012