Advertising is everywhere. Actually, make that EVERYWHERE! As far as the eye can see, it can land on an advertisement or promotion. Whether it is traditional media (such as radio and TV) or other places such as billboards, vending machines, bus stops, toilet stalls, gas pumps, subway turnstiles, street crossings… you get the point. We are surrounded by advertising.
A recent study estimates that daily media consumption is now at an all-time high of 9.8 hours. However, the good news for consumers is that they now have more tools (such as DVRs and remote controls) for avoiding ads. Another study noted that message and brand exposure can range anywhere from 3,000 to 20,000 messages per day. The higher numbers include labels seen in stores (or on clothes), ads in mailboxes, cars on the highway, etc. However, consumers cannot really process that many exposures. What does it amount to?
- 5,000+ ads/brand exposure per day
- 362 “ads only” exposure per day
- 153 “ads only” noted per day
- 86 “ads only that gain awareness per day
- Finally, only 12 “ads only” made an impression
Bottom line: Only a very small number of advertisements make it through our filters and lead to sales. The tricky part for marketers is to determine which ads are the important ones.
Group Activities and Discussion Questions:
- Have students look around the room and in their backpacks/bags. How many ads or brands do they see?
- Poll students: Who watched TV last night? What ads do they recall?
- Show the article with chart: https://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/
- Put students into teams. Have each team identify an advertisement that they can recall and believe is effective.
- Have the teams explain how this ad was effective.
Source: SJ Insights, Media Dynamics, Inc.
