Advertising is an essential in today's tight consumer market. Every potential customer you can possibly reach is a pending sale.
From what I read and understand advertising isn't free, it costs a lot to reach potential customers. So how do companies know where and how to advertise and who will be interested in their products? That requires more money - for market research! Even before a single ad is placed lots of money goes into the process.
Companies research who will buy their product, what they read, what they view on tv, listen to on the radio, what they search on the internet. Market research is a never-ending battle to find the customers to buy your products. Creative marketing is also essential. There are always the company imprints on calendars, pens, refrigerator magnets, key chains, business cards, mass mailings, cold calls. Some companies have taken to painting their ads on buildings or having the local bus company carry their "full bus" painted ads. Some companies are paying people to stand outside their business and walk the sidewalk with signs and dressed in eye-catching costumes.
It is safe to say advertising is big business and essential to the survival of large and small businesses alike. So... it is very important for companies to spend their advertising dollars wisely.
I just want to point out a few things that stop your advertising dollars before they ever reach me.
First I hang up on advertising calls.
We now have caller ID and I get to ignore most advertising calls altogether.
I am also on the "do not call" advertiser list.
Get the point? I hate advertising phone calls - don't do it. You will spend lots of money for nothing.
Second I get annoyed when advertisers use texting. That is even more annoying than the phone. I have to pay for your texts showing up on my phone and that is three strikes you're out as far as I am concerned. Text me with an advertisement and I can guarantee I won't buy your product.
Same with email - don't waste your time - your use of my email has lost you a sale.
I watch a lot of tv. The programs I record I fast forward through the commercials, so sorry, but no sale there. When I am watching a program in real time I pay attention to most of the commercials, so that is probably the best media outlet to reach me as a consumer. As long as the commercial isn't overtly sexual in nature or insulting I listen.
Lately though - you have another issue to deal with. Some liberal producers and directors have decided that we need to be "educated" on political/cultural issues. So they have decided to write in segments on how evil guns are, how liberated women should choose abortion, how narrow minded people use religion to deny groups their rights, how illegals and Muslims are abused in our society, how bad big companies are. Then there is the constant put-down of conservatives. How stupid, insensitive and uncaring conservatives are along with continual put-downs of President Bush.
You've done your research, found out what shows people in my demographic watch, created your commercials and wait for me to view them and buy your product.
But what you don't realize is that I have stopped watching the show. As soon as the propaganda segments start I change the channel. Your commercial may be the next thing I would have watched - but I'm gone. I refuse to watch any shows that denigrate my values, my choice of political affiliation, or my religious affiliation.
Start looking at some of the individual episodes of shows you currently have expended advertising dollars on.
Does the character say something like "all conservatives are stupid" or "religious people are bigots" or "Bush was an evil man, only an idiot would vote for him" or "no one should own a gun in America".... if those phrases or ones similar to them are featured in the episode ... you might as well kiss your advertising dollars goodbye because even though your research was correct I should be watching and your product should appeal to me -- the "propaganda gurus" stole your advertising. They insulted me and my values and I've gone on to watch something else.
So besides all the variables you must face in your advertising you have to add another.... propaganda placed in shows that turn off your customers before you have a chance to reach them.