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8/9/2017

Advertising works

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Advertising works

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Advertising works.

1. My wife had been complaining that milk as the local Publix was going bad after only a couple of days.

We saw the spot somewhere (Food Network?), I decided to try it and the rest is history.

So now we pay $1 more per bottle.

2. Black Box was even better. I don't even drink that much wine. But we saw the spot (again, Food Network?) and it totally convinced me to try it.

And the rest, too, is history: we now pay $4 - $5 less per bottle. We used to put it in a carafe when friends came over, now I don't even care. It's damned good.

In both cases, the advertising that worked had three things in common:
  1. • It invited us to try it
  2. • It was relevant to our immediate needs or wants
  3. • It talked directly about product benefits... no fuzzy wuzzy brand-sy crap

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    Marcelo Salup

    • 30 years of expertise in all aspects of advertising: consumer insights, creative and media. • Extensive international experience • No-buzzword-zone • Healthy skepticism •

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