study in Advertising Age is the biggest waste of ink, paper and pixels since the ascension of Britney Spears.
In the main, people don't admit to being influenced by advertising because that would be admitting they don't think rationally. And we all know how rational the human mind is, right Tiger? This study is so full of "duh" conclusions, I wonder which intern performed the analysis for Big Research (if that even is a real company). Here's my favorite: 45% of the people surveyed said coupons were the most influential marketing tool. What a shocker. Of course price matters. It matters a lot, especially today. So what should I do? Stop differentiating, just cut prices and put a coupon in peoples' hands. How'd that work out for Circuit City?
This has always been the knock against television advertising, its lack of measurability. I get it. I've been fighting this battle my whole life. When used for the right purpose, it's incredibly effective. You only need to look at the rise of Apple, Lexus and Viagra to see that. It's just one tool in your marketing workshop and like all tools, it's most effective when used for the right task.
So how do you know if your advertising is working? Here's a tip, don't listen to what people say, watch what they do.