Products That Don't Advertise Anymore/Is Advertising A Big Brand Necessary?

Rocsteady wrote:

Lotus wrote:This is probably grossly simplified, but I always thought of it in two ways: making people aware of your product, and then keeping your product in people's minds.

Brands like McDonald's and Coca Cola generally don't need to advertise because so they're so huge and ubiquitous (unless they bring out a new burger or flavour I guess), but keeping the brand in the public consciousness and such is why they sponsor huge events and keep adverts on TV and billboards.

Your first para is pretty much spot on - ensuring mental and physical availability is basically all marketing is.

With Coke - I'm thirsty, I want something sweet, the local shop I'm walking by sells coke. Due to the brand work they've done previously, amongst other factors of course, I'll probably get a coke rather than a competitor.

Even huge brands still need to advertise though, in order to remain as huge/ to grow further.

Coke is pretty much a worldwide generic name for cola, so their name is out there without them having to do anything.

"Could I have a coke?"
"We only have Pepsi"
"SAME BLOODY THING!"

Just to agree with Roc really — the old adage rings true that if you don't keep moving forwards, you don't stay still, you end up falling behind.

I've heard so many people confidently state that advertising doesn't work on them. Fools, I tell you! People (understandably) hate the idea that their brains can be manipulated like this.

Moggy wrote:

Rocsteady wrote:

Lotus wrote:This is probably grossly simplified, but I always thought of it in two ways: making people aware of your product, and then keeping your product in people's minds.

Brands like McDonald's and Coca Cola generally don't need to advertise because so they're so huge and ubiquitous (unless they bring out a new burger or flavour I guess), but keeping the brand in the public consciousness and such is why they sponsor huge events and keep adverts on TV and billboards.

Your first para is pretty much spot on - ensuring mental and physical availability is basically all marketing is.

With Coke - I'm thirsty, I want something sweet, the local shop I'm walking by sells coke. Due to the brand work they've done previously, amongst other factors of course, I'll probably get a coke rather than a competitor.

Even huge brands still need to advertise though, in order to remain as huge/ to grow further.

Coke is pretty much a worldwide generic name for cola, so their name is out there without them having to do anything.

"Could I have a coke?"
"We only have Pepsi"
"SAME BLOODY THING!"

Aye but that only came about due to market dominance!

Tomous wrote:

OrangeRKN wrote:Well cigarettes are obviously a special case because you legally can't advertise them. I think it was on QI or something that cigarette company profits all went up when those laws came in because most of the marketing money was a zero-sum game competing with each other?

Also, while I agree in general, I was just reading about diamonds on wikipedia the other day (as one does find themselves on seemingly random subjects on wikipedia) and it was interesting to read about De Beers advertising diamonds in general as opposed to their own specific products in order to alter public perceptions.

De Beers literally created a multi-billion industry with their marketing campaign for diamonds, it must be one of the most successful ever.

Definitely. DB marketing is an absolute masterclass.

Horrific company, but still.

Rocsteady wrote:

Moggy wrote:

Rocsteady wrote:

Lotus wrote:This is probably grossly simplified, but I always thought of it in two ways: making people aware of your product, and then keeping your product in people's minds.

Brands like McDonald's and Coca Cola generally don't need to advertise because so they're so huge and ubiquitous (unless they bring out a new burger or flavour I guess), but keeping the brand in the public consciousness and such is why they sponsor huge events and keep adverts on TV and billboards.

Your first para is pretty much spot on - ensuring mental and physical availability is basically all marketing is.

With Coke - I'm thirsty, I want something sweet, the local shop I'm walking by sells coke. Due to the brand work they've done previously, amongst other factors of course, I'll probably get a coke rather than a competitor.

Even huge brands still need to advertise though, in order to remain as huge/ to grow further.

Coke is pretty much a worldwide generic name for cola, so their name is out there without them having to do anything.

"Could I have a coke?"
"We only have Pepsi"
"SAME BLOODY THING!"

Aye but that only came about due to market dominance!

They'd have conquered the entire market if they had left the cocaine in.

Preezy wrote:

Jenuall wrote:I haven't seen an advert for Pepsi Max in probably 10 years and yet I still drink infinity billion gallons of the stuff every day!

Don't know how you've managed to avoid the adverts with all the footballers in, but well done you.

Are these TV ads? I basically watch no live TV these days and any on demand services are use are not ad-supported so I definitely won't have seen those!

OrangeRKN wrote:Well cigarettes are obviously a special case because you legally can't advertise them. I think it was on QI or something that cigarette company profits all went up when those laws came in because most of the marketing money was a zero-sum game competing with each other?

Also, while I agree in general, I was just reading about diamonds on wikipedia the other day (as one does find themselves on seemingly random subjects on wikipedia) and it was interesting to read about De Beers advertising diamonds in general as opposed to their own specific products in order to alter public perceptions.

That bullshit “tradition” about spending x times your monthly salary on an engagement ring was supposedly invented by De Beers.

Jenuall wrote:

Preezy wrote:

Jenuall wrote:I haven't seen an advert for Pepsi Max in probably 10 years and yet I still drink infinity billion gallons of the stuff every day!

Don't know how you've managed to avoid the adverts with all the footballers in, but well done you.

Are these TV ads? I basically watch no live TV these days and any on demand services are use are not ad-supported so I definitely won't have seen those!

Actually to be honest I'm thinking of youtube adverts, no idea if they're on live TV as I also seldom watch it

Preezy wrote:

Jenuall wrote:

Preezy wrote:

Jenuall wrote:I haven't seen an advert for Pepsi Max in probably 10 years and yet I still drink infinity billion gallons of the stuff every day!

Don't know how you've managed to avoid the adverts with all the footballers in, but well done you.

Are these TV ads? I basically watch no live TV these days and any on demand services are use are not ad-supported so I definitely won't have seen those!

Actually to be honest I'm thinking of youtube adverts, no idea if they're on live TV as I also seldom watch it

I don't know how YouTube targets ads but all I ever see are ones for stock trading, Audible and that bloody glorified spellcheck service Grammarly!

rinks wrote:

OrangeRKN wrote:Well cigarettes are obviously a special case because you legally can't advertise them. I think it was on QI or something that cigarette company profits all went up when those laws came in because most of the marketing money was a zero-sum game competing with each other?

Also, while I agree in general, I was just reading about diamonds on wikipedia the other day (as one does find themselves on seemingly random subjects on wikipedia) and it was interesting to read about De Beers advertising diamonds in general as opposed to their own specific products in order to alter public perceptions.

That bullshit “tradition” about spending x times your monthly salary on an engagement ring was supposedly invented by De Beers.

Highly recommend this Articles of Interest podcast episode on the bullshit of diamonds.

https://99percentinvisible.org/episode/ ... terest-11/

After reading a bit about them previously I think I'll definitely be going down the lab grown route for any engagement ring.

Jenuall wrote:Most people would probably name Laramie cigarettes

That'll be because of the smooth, good taste and rich tobacco flavour.

Funnily enough, on my half hour bus journey this morning all but about two of the bus stop billboards have been for Coke and basically say "ordering Coke at your local pub is great, innit?"

I can't think of a single local that doesn't serve Pepsi.

Lotus wrote:This is probably grossly simplified, but I always thought of it in two ways: making people aware of your product, and then keeping your product in people's minds.

Brands like McDonald's and Coca Cola generally don't need to advertise because so they're so huge and ubiquitous (unless they bring out a new burger or flavour I guess), but keeping the brand in the public consciousness and such is why they sponsor huge events and keep adverts on TV and billboards.

It's exactly this (simplified as you say).

1. Make people aware of your product
2. Make it the brand people associate with that kind of product when there are multiple similar ones on the market (ordering coke over pepsi when both would do and you should really just ask for cola, )
3. When a brand is so prevalent as something like coke, the main purpose is to make you fancy it in that moment. Alcohol adverts play on this a lot, showing you a nice sunny day and making you think how refreshing it would be. Hot day, walking around, see a coke sign of some sort, triggers a mental response of "Oh how nice would it be to have a cold coke".