“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”*…
In the U.S., more than $250 billion a year is spent on advertising; globally, the figure is more than half a trillion dollars. So, it would seem there’s a basic question worth asking: does all that advertising actually work? The ad industry swears by its efficacy — but a massive new study tells a different story…
Have you ever been puzzled by something that’s supposed to be true, but you didn’t quite believe it — and you didn’t have the evidence to challenge it? But then, one day, the evidence appears! Today is that day. From Freakonomics (@Freakonomics), “Does Advertising Actually Work?“
The link above is to Part One, which focuses on television advertising; for a look at the new sheriff in town, digital advertising, see Part Two.
* John Wanamaker, pioneer of the modern department store and gifted merchant and marketer who helped define the modern consumer era
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As we ponder persuasion, we might note that, history would suggest that some advertising has worked even better than expected; case in point: on this date in 1959 the Barbie doll was introduced (at the American Toy Fair in New York). Ruth Handler (co-founder, with her husband, of Mattel), created Barbie as an “aspirational” (i.e., grown up) alternative to baby dolls. She adapted Barbie from a German doll, Lilli, which was based on a German cartoon strip– and which was sold as a “racy” item, primary to men in tobacco stores… Amped via Mattel’s sponsorship of The Mickey Mouse Club (Mattel was the first toy company to use television advertising), the figurine was a huge smash…and was followed by Midge, Skipper, and– enfranchising a set of men perhaps beyond those who felt bereft when Lilli became Barbie– Ken.
Written by (Roughly) Daily
March 9, 2021 at 1:01 am
Posted in Uncategorized
Tagged with advertising, Barbie, business, digital advertising, history, Internet, Lilli, marketing, Mattel, Mickey Mouse Club, Ruth Handler, television
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