Ritchie Havok has New Findings: Squeakiest Advertiser Doesn't Always Get The Sale

LAS VEGAS, NV, February 09, 2011

Virtually no one who watches TV is immune to being carpet bombed by ad campaigns that unleash a numbing repetition of messages day and night. It's a take-no-prisoners strategy employed by advertisers like law firms, tax consultants, politicians, and many others intended to drive their target audiences into submission by forging an indelible brand image in their minds. Some commercials even resort to the garish, the juvenile and the utterly outrageous to command attention.

But does it work? That's what a recent survey conducted by the Las Vegas advertising firm Ritchie Havok endeavored to find out. Using the city as its laboratory, the research team focused on the TV ad campaigns of five local law firms, who typically flood the airwaves with commercials of varying degrees of polish and outlandishness to tout their personal injury and other legal services. For this study the intercept method was used, with questioners spreading out over four areas of the city covering a wide demographic swath, stopping people in public places to ask them about the law firms they might have seen advertised on television.

As expected, many participants remembered the names of the legal practices with the heaviest ad schedules or greatest decibel levels, or both. But interestingly, those firms with the highest recall weren't always the ones people said they would contact in the event of a legal need.

"While sheer money and a constant presence will certainly get you recognition," said Joseph C. Kanner, President of Ritchie Havok, "it doesn't always translate into positive recognition. We found that many people were turned off by some of the tactics law firms used in their ads and the amateurish way in which they were produced. Sure, they're obviously getting some business or else they wouldn't be running them. But at the same time, they could be losing important segments of their market that could be won over with a more professional yet still very effective marketing strategy. And that's the difference between good advertising and bad."

As an example, Kanner cites the Geico gecko, a character he maintains is not only highly memorable and likeable, he is always convincingly portrayed and delivers a credible message. His believability is key to the strategy's success. As a result, such campaigns not only score high in recall, they also achieve brand change, build brand loyalty and boost sales.

It is always important to keep in mind that the goal of any advertising is increasing sales, and not for the amusement of the audience. Amusing and sometimes stunning can get you the initial attention, but to close sales and increase the bottom line takes more then fancy graphics or funny little animation. And this is clearly shown by the results of this research study.

A summary of the research study, which contains some revealing insights that apply to advertisers in all categories, is being offered in a free white paper. To obtain a copy, contact the advertising firm Ritchie Havok by emailing chuck@ritchiehavok.com or calling 702-979-1388.