Most ads have no sales message. So why do people advertise?
A few years back, before I’d even considered advertising as a career, I spent some time occasionally popping my head into an economics lecture at the University of Southampton. One such economics lecture, one day, was on advertising.
The topic of discussion was this:
Why do people advertise?
The question was marginally more interesting than the usual stuff about tax and interest rates, so I paid more attention than I usually would… then quickly shelved my new learnings and returned to the pub.
Today, though, an article in The Drum by some guy called Eric Visser dislodged them.
In his article, Visser explores ‘why online advertising is killing creativity’. I reckon Visser would’ve liked my lecture – because the questions knowing why people advertise might well be key to understanding why online advertising is often so dismal.
You might think the reason why people advertise is obvious: to sell more stuff.
In my experience, that’s usually true.
But then look at this ad for Tovaritch! vodka: