Commercials: Not All Publicity is Good Publicity

Commercials: you’re likely to absorb hundreds of them per day, via media such as the TV, radio and internet. As I have written about in a previous article, the average person spends 1/24 of his life watching commercials on television. That’s a quite a lot, isn’t it? But I don’t want to focus on this act of wasting our lives by consuming useless material. I want to take a look at the effect of commercials, and of marketing in general, on the perception of a company’s brand. Most companies seem to believe that any publicity is good publicity. They seem to think that – no matter how bad a commercial might be – it’s always better to have a commercial than to have no commercial at all. But the question is: is this true?

When you’re watching television, and you see a commercial of a brand you’ve never heard of before, what will be the effect of this commercial on your perception of the brand? Marketers seem to think that they’ve increased your ‘awareness‘ of their brand, in the sense that – consciously or not – you now know about the brand‘s existence. And this might very well be true. But then the question would be: is all awareness good awareness? Or can awareness – as created by commercials – lead to a (more) negative (instead of positive) perception of the brand by the customer?

I believe it can. I believe that whenever people see terribly non-funny commercials (as there are plenty of) on television, they associate the brand promoted in the commercial with negative values such neediness, pity and lameness. I believe that the next time these people are in front of, for example, a supermarket they’ve just seen in an utterly non-funny (but intended to be funny) commercial, they will think to themselves: ‘Come on, I’m not going to support such a quasi-funny company’, and they’ll decide to skip the store. Even though these people might have entered the store if they hadn’t watched the commercial, or if the company wouldn’t have produced the commercial in the first place. But now they’ve got all kinds of negative associations with the brand, they decide to skip the store and go to another store – which might have less awareness but still more positive awareness than the supermarket of the commercial. And this goes not only for the supermarket-market, but for any other kind of market as well.

Customers usually don’t care about whether a brand is well-known – note that this doesn’t hold for clothing brands and other products that depend for their value to a large extent on marketing. We just want to buy a particular good or a particular service. And the only thing guiding us to a particular store is our perception of this brand/store. And if this perception is negative – which it very likely might be as a result of a bad commercial – you’d consciously avoid this store, and move to a next one. Even though the particular brand might have put a lot of money into its marketing efforts, they’re worse off than they would have been if they hadn’t launched the commercial.

Of course, marketing – including commercials on television and radio – can have a positive effect on a company’s brand and consequently on the sales of the company’s goods/services. But only if the company markets the relevant aspects of its brand, and not just launches a commercial for the sake of showing how ‘funny’ it is as a supermarket. Most people won’t appreciate that: the intelligent people might feel like they’re being treated like babies, and will therefore consciously avoid the brand, and the less intelligent people might not respond at all to this irrelevant kind of commercials.

If want to get people to your store (or make use of your service), you have to stay close to the product your selling, because that’s where customers are coming for or not coming for. Emphasize your low prices, your current actions/sales or your great service, and skip the bullshit. Then, and only then, can marketing attract – instead of scare away – customers.

But what do you think?

The Trick of Affection

Beauty is in the eye of the beholder.” Or – to put it less cryptically – affection is fundamentally subjective in nature. In other words: there’s no single true conception of what to (dis)like. Some people “just happen to like” red and other people “just happen to like” blue. And – in contrast to our “knowledge” of what does and what doesn’t exist in nature, and in contrast to our political conceptions – we have no conscious reasons for liking something. And note the word “conscious” in the previous sentence.

Because we might have reasons for liking a particular brand of whiskey more than other brands, or for liking to wear ragged jeans with stains all over them instead of regular and decent jeans. We might “believe” that our brand of whiskey “just tastes better” than the other whiskeys, and that the ragged jeans that we like “just looks better” than the other kind of jeans. And it is this “just” tasting better or “just” looking better that is reason enough for us to buy the product associated with this feeling instead of the other products. It’s after all not our fault that we just happen to like these products, right? It’s just the way it is; it’s our nature. And why wouldn’t we accept our true nature? That would be nothing but a kick in the face of our identity, wouldn’t it?

Can you imagine how easy it must be for a marketer to lure us into buying his product? He only has to make sure that we “just happen to like” his product. Because that alone would be sufficient for us to run to the shops and buy it. And do you know what the best part of all of this is? They can mold us any way they want to. They can keep on promoting their products all day long until that point of no return is reached at which the person “just happens to like the product”; until the person reaches the point that he no longer needs any excuses for buying the product. The point at which the person feels capable of legitimately buying the product he “likes” in order to feed his “affection”. And that’s it. Case closed.

We don’t know how our affections are being created; how they are molded and how they are manipulated. All we know are the end products flowing out of the realm of our unconsciousness and into the shining light of our consciousness. So even though our affections might be kneaded and sculpted, even though we might be indoctrinated and deceived, all of this takes place within our unconsciousness; all of this takes place off stage, a domain that we do not have access to. All we know is what comes out of our very own factory of unconscious longings. And at that point, the point at which the affection enters our conscious experience, we are lost. Because it is then that a little voice inside of our head tells us, “you must not resist who you are. Face it: you just happen to like this product. Go for it!”

And that’s how we came to like those ragged jeans of ours.

But what do you think?