Ads Don't Sell (they let sales happen) →
This is somewhat a response to the previous post, and somewhat a rant. Apologies on both accounts.
I’ve always had a belief on this that advertising is not intended to make you purchase something. It is intended to make it acceptable for you to purchase something. Either by changing your own perception, or by changing the perceptions of your peer group.
This is why there’s problems when market researchers ask if an ad makes a consumer more or less likely to buy a product. Because the answer…
