Working out whether an advert has been successful is extremely difficult.(11).........For example, what persuaded them to buy a car? You cannot be sure whether it was the advertising, the price, the oppositions distribution, changes in the law or changes in consumer attitudes that was the determining factor. What advertising cant do is make consumers buy something they dont want. It can perhaps persuade you to try something once, but if you dont like what you get, you wont try it again.(12).........In other words, where there is no emotional engagement, such as a consumers feelings about a bag of peas, beliefs are much harder to shift.
A Moreover, it is almost impossible to get people to change the way they view things they are indifferent to.
B Over the last ten years, other forms of advertising, such as direct marketing, have become increasingly popular as well as scientific.
C They dont, as the industry well knows, care enough to be brand loyal to such a product.
D Whether you accept this argument or not, you have to recognise that without advertising our world would be very different.
E The problem lies in isolating precisely what motivates people to behave in a particular way.
FThis is partly because not all advertisements are designed to do the same thing.
G The production costs involved in these can reach higher figures than those for the average movie.
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