Professional Jeweler Archive: Consumers Tune Out Ad Blitzes

June 2000


Consumers Tune Out Ad Blitzes

The days of in-your-face campaigns may be numbered

Jewelers who choose low-key, discreet methods to reach their customers may soon win out over obnoxious, ubiquitous advertising. Some marketing gurus say Americans are tiring of seeing ads wherever they go.

There’s the pizza restaurant chain planning to put its logo on the rocket that launches the international space station.

There’s the Cotton, Fiesta and Orange bowls, all of which now bear the names of corporate sponsors we won’t gratify by using their names here.

There are banner ads all over the Internet and, coming, gizmos that attach to computers to spritz us with the odor of advertisers’ products.

Pervasive, intrusive and annoying.

Marketing experts say a backlash is inevitable, reports The Wall Street Journal.

“People are telling us they’re tired of having advertising in their faces,” says Jed Pearsall, head of Performance Research, a marketing consulting firm.

To combat brand assault, those disturbed by the constant assault may even take occasional “baths” in designated advertising-free zones. “We’ll pay for camps, to be cleansed of brand assault,” says Philip Kotler, a marketing professor at Northwestern University, Evanston, IL.

Plan your response now, say the experts, because consumers have always looked for ways to shield themselves from marketing. Remote control and VCRs allowed them to channel-surf and fast-forward through commercials. Caller I.D. has provided a defense against telemarketing. Filtering software has at least partially stymied e-mail spammers.

With fewer defenses against marketing in public spaces, many consumers simply tune it out. After a racing event festooned with Coca-Cola logos, a survey of attendees revealed only a third could identify the beverage maker as the sponsor.

– by Mark E. Dixon

Copyright © 2001 by Bond Communications