You’re reading this!

youre-reading-this

Years ago I remember a bus advertisement that read “bus ads work! You’re reading this aren’t you?” The concept recently re-appeared on a billboard on York Road. The question is: do such adverts work?

My guess would be no, because they are so stupid.

Even if you haven’t heard of availability bias, my guess is that most people can work out that those reading it is a self-selecting group. I was reading the billboard but there is no guarantee that anyone else does. In fact, I could have been past a thousand similar billboards and never noticed them, but you would never know if you had. It’s insulting to our intelligence.

Second, I am not sure that anyone who works in marketing is so bad at their job that they use their gut instinct of driving past a billboard to pick their advertising channels, rather than relying on hard data about the audience and conversation rates of different channels.

Finally, if you are going to use this message on a billboard, at least have someone proof read it. You would be barking mad not to.

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This entry was posted on Sunday, September 18th, 2016 at 10:41 am and is filed under Thoughts. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.