Vanessa du plessisTell your sister I too was about to call Harpic and suggest they shove it, loo and all. That soapie is meant to be my soporific time, blank spaced out time to divide thinking time from serious funtime... "Like sands through the hourglass..." up pops "Its harpic clean!!" It's harpic clean!***###^^^ it's not clean until its : HARPIC CLEAN!!!!! and the fat lady in the back screams It's not clean!!!! It's HARPIC CLEANNNNNN!!!! ululations and fists flying and....now its a battle with the pvr to catch the fastforward button before the fat lady wants to sing about harpic again... and I lose every time.
Never again will anything I own be Harpic clean..
The horror. The horror....
Stevie GodsonIf an ad irritates me - especially if it inuslts my intelligence - I remember it. I remember to boycott the product forever, that is.
mike broomThe key word Chris used was 'irritate'. Irritation, by definition is driven by repetition. While Stevie is referring to insulting on'e intelligence - which can be done with a single exposure.
The important thing is that market research can (and probably does) send most of the II (Intelligence Insulting) ads down & round the bend. But not enough research monitors the effectiveness of ads, quickly, inexpensively. Day After Recall is a widely accepted measure of advertising effectiveness - but it's a blunderbuss being used for eye surgery. What can be done inexpensively & quickly is recruit panellists who watch a particular programme, find out what their brand propensity is and - very important - whether they like advertising in general and by category. Research like this would help explain 'irritation' by highlighting the inappropriateness of the category for the market, as well as the gains & losses from repetition.
Gordon HallAre we really considered too thick to remember?
Is the current batch of Harpic intended only for the lowest common denominator?
The Americans call it "reinforcement" - the rest of us call it overkill.
Nomfundo MasekoThe repetition of the same story lines, jingle gets irritating and the fact that some brand messages dont really target their market well.
I believe in order for an ad to best reach its audience it needs to keep up with current meia,economic and social situations affecting its consumers in order to remain relevant
And lastly, I dont want to be bombarded every 5 minutes with the same ad at every commercial break, the mind just switches off and so I switch off to the next channel.
Barbara GeorgeAnother example of an irritating ad campaign was FNBs Steve, and I think FNB also came to realise that too. In my opinion, a brand that appreciate our dynamic thinking as consumers is Nandos. Nandos never rides on an ad for too long, and that's a strategy that gets us as the media consumers talking. But when a brand feeds us the same message for too, it becomes easy for the consumer to become oblivious to it.
The introduction of PVR in South Africa has also made it important for brands to make their communication not just informative, but also entertaining. We are a digital generation that has the power of choice and the PVR is an example of how we exercise our media consumption choices. Essentially, what marketers must remember is that today's consumers hold the power because they are more knowledgeable and more conscious of their media consumption choices.
Mongezi MadlalaI agree that ads can get a tad irritating if they are aired too much. Some companies should remember that its the quality of the brand that keeps consumers loyal. An example is Bently, we never see any adverts about the car but the value of the brand is known worldwide. An advertisement can be aired a million times but if consumers do not like the brand then its market share will not change in any way, it may in fact decrease.
Rob WatsonInsurance ads are the most irritating and generally insult ones intelligence especially the animated ones. My insurance is with a company that never advertises and give excellent service and premiums. My impression is that insurance advertising is a billion Rand industry, paid by who? The consumer of course and then get BS about cost increases. Our premiums also pay for traffic and other services, subsidising city councils.
Advertisers are 50 years behind and need to get into the real world of consumer intelligence.
Cheridan InglisThank you for writing this Chris, I find some ads so repetitive, that like your sister, I have now also stopped buying the products. And I don't watch more than 1 hour max an evening on average. Have you had any response from the traditional media companies - they are brilliant with consumer insights and statistics - surely they can see how often an ad is flighted and then do research as to where the threshold is? Also, using the same voice overs - please - very irritating.