A really interesting reader question last week prompted me to ask myself Ã¢â‚¬â€œ and friends Ã¢â‚¬â€œ which ads we pay attention to, and where we go for information on day-to-day and BIG purchases. I really couldnÃ¢â‚¬â„¢t formulate much of a response because I've never considered my interactions with ads. I usually just avoided them. But in the past week IÃ¢â‚¬â„¢ve been watching my ad-reading habits specifically and have started formulating a few conclusions.
IÃ¢â‚¬â„¢m really brand loyal:
I often watch certain stations, eat certain brands of food, use specific service carriersÃ¢â‚¬Â¦ Many times these are the brands I used at home with my family, or stores IÃ¢â‚¬â„¢ve always shopped atÃ¢â‚¬Â¦ In any case, ads have to strike me to change my mind on almost anything.
TV is a great place for everyday stuff:
To piggyback on my post last week, I watch very few programs live Ã¢â‚¬â€œ which translates to very few ads watched in general. But I do watch the news and cooking shows almost everyday. Unfortunately many of the ads on those stations donÃ¢â‚¬â„¢t target me specifically, because IÃ¢â‚¬â„¢m not interested in refinancing my mortgage or buying expensive cooking sets. The most effective ads on television are for new shows or specials that I might be interested in watching. I would say that of all media, TV is where I get my information for the day-to-day purchasesÃ¢â‚¬Â¦ cleaning supplies, interesting foods, new shampoos, etc.
Internet, a source for information:
It is rare for me to buy something online which I havenÃ¢â‚¬â„¢t scouted out in person already. The internet is necessary for fact checking via blogs, online reviews, etc. but other than that I do minimal shopping online unless itÃ¢â‚¬â„¢s for books. Online ads arenÃ¢â‚¬â„¢t terribly effective either. The only ads I pay attention to are those which frame my Pandora music selections; they donÃ¢â‚¬â„¢t prompt me to buy anything, but theyÃ¢â‚¬â„¢re often graphic and cool to look at. The only clickable ad I have explored in the last few months was for the John Mayer Blackberry ad on Pandora, because I really wantÃ¢â‚¬Â¦ a smart phone.
Magazines are great for seasonal and new purchases:
I donÃ¢â‚¬â„¢t have any magazine subscriptions currently, but I live with three other women so there are always magazines around the house. This is the only medium I seek out specifically to consume ads. I like seeing the new Fall/Spring clothing lines, new cosmetics, interesting readsÃ¢â‚¬Â¦ advertisements here serve a completely different purpose than other ad venues. Magazines are well-designed shopping catalogs (wish-lists really, because I canÃ¢â‚¬â„¢t always afford the contents) so advertising is justified and somewhat educational.
For the few-and-far-between BIG purchases:
These are usually tech-purchases, but IÃ¢â‚¬â„¢m pretty old fashioned when doing my research. I ask my friends and family for their personal reviews before I will even consider a product. I do look at tech reviews online and IÃ¢â‚¬â„¢ve really started liking tech blogs for their insight and honesty. But other than that, my big purchases are almost completely contingent upon positive feedback from people I know.
I donÃ¢â‚¬â„¢t know if you advertisers can tease any conclusions from this, or if IÃ¢â‚¬â„¢m representative of people my age. I would be really interested in hearing how you guys interact with advertising.
the question Jay! Keep them coming.