Recently I was asked on Quora a question which was actually on “When the advertising creative didn’t work?” The actual eight was as follows:
What are the classic examples when the marketing employed was creative but didn’t convey the right value to consumers resultingterrible the product failure? I’m trying to prove that just being creative in marketing doesn’t help. Understanding the market and STP also counts
Sharing my answer below:
Yes, an advertisement’s creative idea alone can never ensure the success of the product. One will find enough such examples of trendy ads of their times which failed to drive enough sales for the best of the companies or brands. Great Ogilvy wrote a book that has hundreds of such examples.
A recent study released by Nielsen shows that 30% of Media Spent was waste in India and that echoes your point. Wastage happens because of two primary reasons – 1) Advertisement Creative was terrible 2) Consumers don’t trust advertising anymore.
I have been facing this question for the last eight years everyday as TV Advertising which I creat is known to drive sales and have created more than 155 TVCs for top FMCG MNC and Indian brands. I live deep in this conflicted world and my client now and then come to me to add sales effectiveness to their marketing mix.
To analyze campaign success, one needs first to decide what standards of measuring advertising effectiveness one are going to adopt?
In today’s world, advertising has migrated from where it started. Initially, advertising was created to drive the sales of the products. But as advertising evolved and moved in creative or brand space, it also moved away from the fundamental purpose of being able to help sell. Today, the most popular and widely used advertising effectiveness measuring tools are around the brand recall by measuring Consumer Index (CI), which I believe is a very flexible measuring tool. Advertising Agencies love this tool as it doesn’t fix their responsibilities. If advertisements created by them fail to drive the sales, it allows them to say, “consumers remembered my advertisement and, there was enough recall.” It’s always easier to blame others. To be accountable is not everyone’s cup of tea.
So my advice to you will be that, go for sales parameters to measure the success of your creative.
Sometime back I wrote a blog which resounds your point: https://www.sanjeev.co/con