While I was recently in New York I saw a guy on the subway that was wearing a Tshirt which said “Advertising Helps Me Decide”. While the Tshirt probably wasn’t aimed at media planners and media buyers to wear, it made me think about the message.
Often consumers are not in the market for something that you’re selling, but advertising can definitely spark the interest in a product. For online retailers there’s definitely a “spur of the moment” opportunity to be had with people that are bored at work or home. Just think of the sales of products in the early hours of the morning on QVC or similar. At the other end of the spectrum if a consumer is in the market for a product, then there is no doubt that advertising can play a role in changing the consumer’s intent to purchase their product.