bluefacedpixie

I’d just left the family and was spending my Sunday afternoon passing though SeaTac security. When I saw it. Advertising. On the bottoms of the trays we have to put our laptops, jackets, belts, doggie-bags of liquids, shoes and underwear in. Someone probably voted for the “impression count”() model of advertising as opposed to the “positive association”() approach.

It always seems surprising to me where adverts will appear, and it also saddens me that deep down, they are effective.

(I’m typing this up later, and the transit security in Copenhagen didn’t have adverts on their trays. Indeed the whole austere-white/grey of European airports have obvious, but minimal ads in general.)

Back to the SeaTac experience; I won’t be buying it, whatever it was. Unless I do it later subconsciously.
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Impressions is where a blanket approach to advertising an offer, offers or brand affects you a significant time later when making product choice. It is blanket advertising in terms of flyers through doors, repeat adverts in newspapers and magazines and ‘pack-ins’ in boxes of things you have ordered from other companies – e.g. the flyers in an Amazon.com box. I believe in advertising the number of times you see something is the “impression count” even if you discount the actual advert (aka ‘Comcast sucks’/’I’m already with T-Mobile’). So the relevance and inconvenience is not related to the usefulness of the actual ad per se. If you’ve seen six dozen AT&T ads for various things in the last year, you will at least know the products AT&T sells when you need to make your next product decision. James Bond wears an Omega watch, I want to buy one, because then I’ll be like James Bond. I think the association with a British Secret Service assassin is positive. Because he’s cool. And wears an Omega.