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    Old 07-28-2010, 12:41 PM
    Davik Davik is offline
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    Default The Effectiveness of Intrusive Advertising

    I just received my new copy of PCG and upon opening it, it did my usual flick through and shake to get rid of the adverts tucked inside (first case of wasted advertising, at least on me). I then noticed, as often with magazines, that flicking through, it would be inclined to open at a particular page, due to thicker paper. This advertising for some Ubisoft games was deliberately included on this paper so that the reader would involuntarily turn to their advert more often, therefore supposedly making their advertising more effective. However, for me, pages such as this really annoy me, so I went to the effort of tearing them out, so as not to have that effect.

    Now, all the extra money they paid to have it printed as such is wasted on me - they'd have actually got more exposure, from me, by printing the adverts as standard. I guess what I'm wondering is whether there are more people like me, for whom this advertising is wasted. It also raises the question of whether less intrusive, more sublte advertising - stuff that you won't go out of your way to avoid, is more effective, as you actually get exposed to it more.

    For example, in games, having multiple videos advertising the various companies involved in the production play every time you start them up - the more intrusive they are, the more the gamer will be inclined to skip them, or in the case of unskippable ones, look for a method of removing them entirely (often easily done in lots of games). Would this advertising not be better employed by having the logos perhaps sat there all the time during the menu screen, or some other time? Or will the general laziness or the masses mean that this intrusive advertising is effective as the companies hope?
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    Old 07-28-2010, 01:33 PM
    SkullCowboy SkullCowboy is offline
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    Dale Earnhardt once said something to the effect of it doesn't mater if they are cheering for you or booing you. They still know who you are. The irritating ads by thegamepublisherIwillneverbuyagainfrom? You mentioned them by name in your post. Advertising is about name recognition.

    How effective is it?

    Sometimes you just have to wonder as they spend BILLIONS upon billions every year to irritate people. Ads on websites is a good example. There have been some instances lately where websites have banned forum users who admitted to using ad blocking software. Or websites basically claiming that people who use such software are 'stealing content' because the sites are ad supported. Several politicians have tried to introduce legislation banning the ability to fast forward past commercials on your DVR. Ads sent directly to your web enabled printer? HP is looking at doing this.

    How effective is it really if they feel the need to make it harder and harder for you to avoid.
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    Old 07-28-2010, 02:10 PM
    Buceph Buceph is offline
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    Advertising works. There's no doubt about that. It works on everyone. There's no doubt about that either. Which part of a campaign works is the big question.

    That ad in the magazine, and virtually no normal ad in a magazine will ever get someone to say, "Oh I'll go get that." They build up week after week, month after month, year after year. Eventually it'll get to a point where a company's name is recognised, and that's the first step. Once your name is recognised you push information, or comedy, or sex, anything that will actually engage with the consumer and create an image of their product, create an image of the customer, and create an image of how the two interact. Comedy has really high recall rates, but often the actual product is forgotten. Sex (including desire) works with certain products, chocolate, food in general, wine and beer, home items with tactile connections, so beds, furniture (especially soft furniture.) Information works with technology enthusiasts. But with information comes a whole other array of considerations that go far more into marketing than just pure advertising.

    However for a lot of people, simple branding and name recognition does work. I don't know if PCG have ever surveyed the technical ability of it's readers to find an average. But you can be guaranteed there are plenty of people who buy off the shelf, or from specialist games PC makers, and all they want with that is the name. Alienware made a huge success of it. nVidia have amazing brand recognition, so do Intel. That annoying Intel jingle that plays every time they're mentioned, that caused thousands of families when buying their computer to ask, "Is it Intel" because they know intel.

    What it boils down to is, you probably aren't the target of the advertising, not if you're knowledgable about games and tech and a hobbyist. All they want from you is for you to have recognised it at some level. And with that it has worked.
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    Old 07-28-2010, 03:04 PM
    StingingVelvet StingingVelvet is offline
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    Quote:
    Originally Posted by Buceph View Post
    Advertising works. There's no doubt about that. It works on everyone. There's no doubt about that either.
    Yup.

    Smart people often try and pretend they are immune, but no one is immune. You might not be a second level thinker who does what he is told, but even so you are not immune to the basic pervasiveness of the ad getting you used to a brand or style. No one is immune to advertising.
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    Old 07-28-2010, 03:30 PM
    Davik Davik is offline
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    I wasn't suggesting that I was immune to this advertising, or at least I didn't mean to - the very fact that I've started this discussion, and in doing so mentioning the companies involved means that they're getting exposure. My main point was not whether this kind of intrusive advertising is worth the extra cost. The associations being made in my mind, for Ubisoft at least, are not good ones, given that I felt the need to forcibly remove their adverts as they were damaging to my experience of the magazine.
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    Old 07-28-2010, 03:42 PM
    StingingVelvet StingingVelvet is offline
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    Quote:
    Originally Posted by Davik View Post
    I wasn't suggesting that I was immune to this advertising, or at least I didn't mean to - the very fact that I've started this discussion, and in doing so mentioning the companies involved means that they're getting exposure. My main point was not whether this kind of intrusive advertising is worth the extra cost. The associations being made in my mind, for Ubisoft at least, are not good ones, given that I felt the need to forcibly remove their adverts as they were damaging to my experience of the magazine.
    I would assume they would consider it awesome that you did that, because you spent a lot of extra time looking at and thinking about the ad and the things printed on it.
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