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Awareness fallacy

by Communications Planner at MEC on Aug 27, 2010

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A summary of the principle arguments against the use of awareness as a measure of the success of advertising.

A summary of the principle arguments against the use of awareness as a measure of the success of advertising.

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16 of 6 previous next Post a comment

  • lestermarky Mark Lester, Communications Planner at MEC Thanks Miguel.. and agreed! 3 years ago
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  • miggonz Miguel Gonzalez, Digital Strategy, Content and Management Director at Havas Worldwide Chicago So smart. So right. So simple. Now the hard part is getting agency and brand executives to do something about it. 3 years ago
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  • lestermarky Mark Lester, Communications Planner at MEC Thanks for reading Brock. I certainly think you raise an interesting question on media and creative spending ratios. Surely, given all the changes in media over the last 10 years they need re-examined? That's coming from a media guy as well!

    I'm definitely no expert on pre-testing copy but intuitively I feel that media and creative people should be working more closely to give creative real world testing in the digital space before rolling it out more broadly.
    3 years ago
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  • brockmagic Kevin Brockenbrough, VP Account Planning at Burrell A really interesting presentation, Mark. So much of the advertising dollar is spent on media (to achieve both reach and frequency), but your presentation makes me wonder if more dollars should be spent on the message (or better yet, multiple messages). Generally, we're asked to keep the ad production budget at about a tenth of the media spend. What would happen if we reduced that media spend so that we could spend more on pretesting (and improving) the creative product? But of course, there are also plenty of folks who say that pretesting is also flawed. I think most agencies spend more time rushing to get an ad on air than we do insuring we have the most persuasive work. 3 years ago
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  • lestermarky Mark Lester, Communications Planner at MEC Hi Pete,

    Thanks for the comment! Totally agree with your point, in some ways this presentation is a slight cop out as it doesn't take the argument all the way through to the conclusion of definitively suggesting a metric to replace awareness.

    I do argue that persuasion is generally preferable but clearly this itself has issues which are highlighted within the document. Balancing simple answers that allow clients to talk with confidence within their businesses against recognizing the real complexity of decision making is going to be a tough challenge for the industry.

    The way we're sometimes still using awareness as a single measure of effectiveness or even to forecast sales clearly needs to be challenged but that doesn't necessarily mean abandoning it altogether.

    Mark
    3 years ago
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  • p3uckley Peter Buckley, Strategist at MEC Really like this Mark. Very interesting.

    I just wonder what it all means to an industry stuck on AIDA and at what point people will start to move away from the model which as you show is essentially flawed in every way.

    The problem is that advertising and it's effects are not simple, in fact they're really complicated but business demands an easy way to quantify and measure it's effects. If we don't measure awareness what do we measure? Just sales / brand perception metrics? Amount of conversations generated by the activity? I totally agree with all the evidence in the presentation but think it will be a brave agency that dumps off awareness all together.
    3 years ago
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Awareness fallacy Awareness fallacy Presentation Transcript