Most of us can remember the Verizon Wireless famous television advertisement campaign that ran from 2002 to 2007 "Can You Hear Me Now?". It made actor Paul Marcarelli a household face. From Verizon's point of view the ads were all part of the "Test Man" group but the public in general remember them from the tag line of "Can You Hear Me Now?". Hundreds of ads ran for five years until Verizon decided to take their ads in a different direction.
Why would a company change an advertising campaign that has become iconic in nature. Most companies would die to have part of their advertising become a common catch phrase "Can You Hear Me Now?".
If you read this blog on a regular basis you know that a common theme is “First, Get Their Attention.”
You can’t get your message across if the audience doesn’t pay attention to your advertisements. As an ad campaign runs over a period of time the response to the ads tends to taper off. Once the response drops below a pre-determined level it is time to change the ad.
Rather than think of the Verizon Wireless famous television advertisement campaign "Test Man" ads as an ultimate failure you need to remember that nearly all ad campaigns are old and stale well under a one year run. The fact that hundreds of ads ran for a five year period with positive results is an extraordinary achievement.
Keeping in mind the idiom “Familiarity Breeds Contempt” it is a catch 22 for most television ads. Think about most commercials that get your attention. You soon tire of seeing the same old ad over and over again. You consciously or un-consciously tune out the ad and the message.
While many ads tend to very short term in nature. Weekly grocery ads are a great example. These type of advertisements feature needed consumables that rotate on a weekly basis with trigger prices used as the hook. Business also use slogans and catch phrase ads that run for very long periods.
Some folks feel that these “phrases” are part of the brand. In reality people tend to ignore phrases that are repeated over time. They simply lose their effectiveness.
Is it time to review, revamp and renew your message and advertisements?
You can start by contacting MI Printing for help with you new business flyer or brochure. Just give us a call at 623.582.1302.
MI Printing, LLC