Received: by alpheratz.cpm.aca.mmu.ac.uk id MAA14059 (8.6.9/5.3[ref firstname.lastname@example.org] for cpm.aca.mmu.ac.uk from email@example.com); Tue, 10 Jul 2001 12:43:52 +0100 Message-ID: <3B4AE9D3.A75F21CC@bioinf.man.ac.uk> Date: Tue, 10 Jul 2001 12:41:07 +0100 From: Chris Taylor <Christopher.Taylor@man.ac.uk> Organization: University of Manchester X-Mailer: Mozilla 4.77 [en] (Windows NT 5.0; U) X-Accept-Language: en To: firstname.lastname@example.org Subject: Re: It's an ad, ad, ad world References: <2D1C159B783DD211808A006008062D3101745F6F@inchna.stir.ac.uk> Content-Type: text/plain; charset=iso-8859-1 Content-Transfer-Encoding: 8bit Sender: email@example.com Precedence: bulk Reply-To: firstname.lastname@example.org
> Another reasonable advertising idea, which you point to here, is raising
> brand awareness. When people are looking for a product, and don't
> necessarily have a particular preference, then awareness of a brand can
> help. My issue with this, based on the article you posted, is that if
> awareness-raising was such a powerful tool, then how come TV, billboards and
> newspapers and so on are not enough for these people that we now have to
> have ads on everything?
> Maybe there's something memetic about the increasing ubiquity of
> advertising- it's extent outweighs its (demonstrable) impact so what's
> driving its spread?
Is this not an arms race thing? The consumer (like a cushion) bears the
impression of the last brand they were exposed to (in the scenario where
they are looking with no knowledge - i.e. a few years ago, which mobile
phone to choose).
Perhaps the arms race is only in the mind of the marketing managers? I
think that the person *really* being sold is the poor (frequently na´ve)
marketing department purchasing the ads.
Chris Taylor (email@example.com)
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