Dave Trott: Advertising Doesn't Sell Stuff

I always loved Bill Berbach’s advertising for the VW Beetle.
But I never bought one.
I loved John Webster’s Honey Monster advertising.
But I never ate Sugar Puffs.
I also loved John’s advertising the Guardian.
But I never bought it.
I loved David Abbott’s advertising for The Economist.
But I never read it.
I loved Saatchi’s advertising for The Conservatives.
But I never voted for them.
I loved Trevor Beattie’s ad for Wonderbra.
But I never wore one.
I loved Terry Lovelock’s ads for Heineken.
But I never drank it.
I liked Alex Taylor’s ads for The Army.
But I never joined it.
I like VCCP’s ads for Compare The Meerkat.
But I’ve never visited the site.
I loved BBH’s ads for Paddy Power.
But I’ve never been in their betting shops.
I liked Barbara Noakes’s ads for Dr. White’s tampons.
But I’ve never used any.
I liked Paul Arden’s ads for Silk Cut.
But I’ve never smoked them.
I liked Fallon’s Drumming Gorilla.
But I’ve never bought a bar of Cadburys Dairy Milk.
In fact there are loads of ads I love.
But often, I don’t buy the product
So where does that leave advertising?
Does that mean it doesn’t work?
Well it depends on what you think advertising’s job is.
If you think its job is to sell products to people who don’t want them then no, it doesn’t work.
If you define a great ad as making people rush out and buy something they could never imagine buying, then no, it doesn’t do that either.
So how do you define advertising?
I’ll tell you what it is to me.
It gives my client an edge over their competitor.
But that’s all it is, an edge.
And an edge can’t do the whole job on its own.
If you’re in the market for a car, maybe I can make you buy my brand.
But you’ve got to be in the market for a car in the first place.
If you’d never even consider a car, I can’t make you want one.
I can’t turn a core non-user into a core user.
Because advertising is just one of many factors involved in the process.
Factors like product quality, is it any good?
Factors like distribution, do they sell it near me?
Factors like cost, is it more expensive?
Factors like personal taste, is it available in a colour I like?
Advertising isn’t the be-all and end-all of selling something.
True, in a parity situation, advertising can give you an unfair advantage.
But advertising is just one of the factors that will influence selling.
That’s why many products sell despite bad advertising.
Because they’re good products.
Or they’re widely available.
Or they’re cheap.
Or consumers like them.
All advertising can do is influence a consumer.
But only influence.
All other things being equal, it can tip the balance.
But it can’t do the whole job on its own.
If you’ve got a good pitch for your product, advertising can get someone to listen.
It can get their attention and get your case heard.
At best it can create a ‘propensity to purchase’.
A willingness to buy, a curiosity to try.
If, it’s available where I shop.
If, the price is right.
If, it’s in my size.
If, it’s in a colour I like.
If, I like the taste.
If, I’m in the mood.
If, it’s the right time of year.
If, I’m the right age, sex, religious persuasion.
If, I have the right interest, habits, predilections.
If I tick all those boxes good advertising will work.
But most advertising doesn’t work.

Because most advertising is done by people who don’t understand that.