Friday, August 19, 2011

Don’t Mistake Engagement for Purchase Intent.


Many of you may recognize this line from my book: Does It Make You Want To Buy Something?

Well, a new global research study from Fournaise Marketing Group shows that consumer response to advertising declined by 19% in the first half of 2011, across 20 markets worldwide. (McClellan, 2011)

While the firm acknowledges that the uncertain global economic situation is partly to blame, they also point out that ads during the first half of 2011 were not arousing much consumer interest. Why? Too much emphasis on building awareness through creativity and new media, and not enough focus on consumer benefits.

Why am I not surprised? How about you?

McClellan, S. (2011, August 9). Offline, On: Ad Campaign Effectiveness Dives. Retrieved August 11, 2011, from

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