{"id":290,"date":"2007-12-17T19:22:56","date_gmt":"2007-12-17T19:22:56","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2007\/12\/17\/142256.html"},"modified":"2007-12-17T19:22:56","modified_gmt":"2007-12-17T19:22:56","slug":"advertising-avoidance","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/advertising-avoidance\/","title":{"rendered":"Advertising Avoidance?"},"content":{"rendered":"

<\/o:p><\/span><\/u><\/strong><\/p>\n

          <\/span><\/span><\/p>\n

Can consumers really avoid the repetitive advertising messages conveyed by intrusive media….radio and TV?<\/span><\/p>\n

Have you ever had a prospect tell you: “People don’t listen to commercials. I never remember who was advertising.”<\/span><\/p>\n

People who make this claim usually cannot <\/span>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.<\/span><\/p>\n

          <\/span>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?”<\/span><\/p>\n

          <\/span>Invariably, the answer is, “Yes”. <\/o:p><\/span><\/span><\/p>\n

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!”<\/span><\/p>\n

          <\/span>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.  <\/span>This self-realization will prove to be much more powerful than any facts or figures you can present to the non-believer.<\/span><\/p>\n

          <\/span>Advertising avoidance is just one of the Media Myths<\/em> which prevent advertisers from investing in broadcast advertising.   <\/span><\/span><\/p>\n

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.<\/span><\/p>\n

          <\/span>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?<\/span><\/p>\n

          <\/span>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?”  <\/span>The <\/span>truth is, we don’t really know all of the influences or reasons our minds do what they do.<\/span><\/p>\n

 <\/span>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 <\/span>phone is ringing off the wall, that should be the only ‘survey’ <\/span>they need to conduct.<\/span><\/p>\n

          <\/span> <\/span>Now go back to humming that tune you don’t even like. Oh, and don’t forget to throw in the words.  <\/span><\/span><\/p>\n


\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

          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. 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