Can consumers really avoid the repetitive advertising messages conveyed by intrusive media….radio and TV?

Have you ever had a prospect tell you: “People don’t listen to commercials. I never remember who was advertising.”

People who make this claim usually cannot be swayed by statistics or recall surveys. They think they know themselves and believe that they, and their prospects, understand what makes them do the things they do.

          When they make this claim, try this tried and proven ENS Media exercise. Ask them: “Did you ever catch yourself humming a tune to yourself that you didn’t even like?”

          Invariably, the answer is, “Yes”.

Then follow-up with: “Now, I’m going to play psychic. I’ll bet you were not only humming that tune you didn’t like, but that you actually knew the words!”

          Watch their facial expression and body language…..their mind will go there and they will realize you are right. Repetition causes recall even against our will.  This self-realization will prove to be much more powerful than any facts or figures you can present to the non-believer.

          Advertising avoidance is just one of the Media Myths which prevent advertisers from investing in broadcast advertising.  

When it comes to intrusive media, like radio and TV, what people want to do, or think they do, and what the mind actually does, are two different things.

          Intrusive repetition is a powerful force. We may think we hit the button every time we hear something we don’t like, but if that’s true, how did that awful tune get into our heads?

          It is partly because of this phenomenon that I question surveys which ask questions like: “How did you hear about our business?” or “What made you buy our product?”  The truth is, we don’t really know all of the influences or reasons our minds do what they do.

 And, while we can’t measure the reasoning of the human mind, we can measure the actions. If you have an advertiser who’s product is flying off the shelf or their phone is ringing off the wall, that should be the only ‘survey’ they need to conduct.

           Now go back to humming that tune you don’t even like. Oh, and don’t forget to throw in the words.