New ads jar some YouTube fans

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Specific exceptions

are used for proving the 'rule', right? You are quite correct in your noting of 'exceptions' - although there continues to be a 'presence' even in the case of Coke and Pepsi - just not a huge push for switchers. Another example (similar to the 'carriers' one you give, would be the credit card companies and the interest rate breaks they offer for (typically) 6 months. A very large percentage of those accepting the 'offers' were actually just jumping from supplier to supplier keeping their interest low. When this was first recognized, the offers decreased. However, most of them are doing it again (though not as generously), because BEYOND THOSE 'TAKING ADVANTAGE" WERE GEBUINE NEW CUSTOMERS. It worked.

While there are diminishing 'returns' as a product matures, the cessation of advertising has a negative effect. There is a very good reason that the car companies still run (expensive) ads continually. If a brand 'disappears' from the airwaves, it tends to disappear from the consciousness as well. This is a separate effect from the 'pushes' of rebate programs etc - but it DOES happen, and can be a real problem. Think of advertising as crack cocaine for the marketing department and you won't be far off... wonderful feeling at the start, and then hard to let go of - even if the highs are gone!

If you use this perspective, it helps to understand the effect you so accurately note - that providers of content now have advertisers as customers rather than the audience. The advertisers are much more hooked!

Posted by: Freebird54   Posted on: 08/24/07 You are currently: a Guest | Members login | Terms of Use

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