Since I’m not in the market for a new bed, sofa or kitchen, 90% of the ads currently on TV are of no relevance to me. But with a few notable exceptions, they all wind me up. No-one seems to have told these advertisers that it’s not the 1950’s anymore and ending your sale ad with lurid graphics and the shouted instruction to ‘hurry’ or ‘visit now’ isn’t necessarily going to have them flocking to your store.
I’ve done a far bit of research recently with bed buyers and the one thing that kept coming out was that brands should use TV to “tell not yell”. Yes, TV is a great medium for getting share of voice and using deals as a taster to entice people into your store. But they don’t want it ramming down their throats and they’re not stupid.