Comments on: I heard you the first time … ENOUGH ALREADY! http://adboardroom.wordpress.com/2006/12/21/i-heard-you-the-first-time-enough-already/ The analytical eye on Kenyan advertising. Will your ads survive THIS committee? Thu, 19 Jun 2008 13:27:09 +0000 http://wordpress.com/ hourly 1 By: Overweary http://adboardroom.wordpress.com/2006/12/21/i-heard-you-the-first-time-enough-already/#comment-1251 Overweary Thu, 19 Jun 2008 13:27:09 +0000 http://adboardroom.wordpress.com/2006/12/21/i-heard-you-the-first-time-enough-already/#comment-1251 Somehow i missed the point. Probably lost in translation :) Anyway ... nice blog to visit. cheers, Overweary! Somehow i missed the point. Probably lost in translation :) Anyway … nice blog to visit.

cheers, Overweary!

]]> By: adboardroom http://adboardroom.wordpress.com/2006/12/21/i-heard-you-the-first-time-enough-already/#comment-35 adboardroom Wed, 10 Jan 2007 06:15:43 +0000 http://adboardroom.wordpress.com/2006/12/21/i-heard-you-the-first-time-enough-already/#comment-35 That's real interesting, Vee ... It's been spculated by some that some local advertisers have tried the so-bad-it's-good tactic in their ads. The 'Exactly' ad from Safari Cane is one. And the there was the one for Preventor, 'Tame the Jogoo' is what it was called I think. I think I'll post this in an entirely new post. Thanks. That’s real interesting, Vee … It’s been spculated by some that some local advertisers have tried the so-bad-it’s-good tactic in their ads. The ‘Exactly’ ad from Safari Cane is one. And the there was the one for Preventor, ‘Tame the Jogoo’ is what it was called I think.

I think I’ll post this in an entirely new post. Thanks.

]]> By: Vee http://adboardroom.wordpress.com/2006/12/21/i-heard-you-the-first-time-enough-already/#comment-32 Vee Tue, 09 Jan 2007 06:58:14 +0000 http://adboardroom.wordpress.com/2006/12/21/i-heard-you-the-first-time-enough-already/#comment-32 I hear you on the annoyance. But here is a true story that was told to me. In the US there was a spaghetti company that was trying to get into the market. There were already very many spaghetti brands out there. So they decided to not have all those yummy delicious, saucy spaghetti ads but to disgust the hell out of the consumers. It was a risk but it worked. A few months later after the campaign was run, they did a survey on people who were buying their brand. One woman simply said that when she walks into the supermarket it was the only brand she recognized because of the bad ads... none of the other brands came to mind. Brand recognition works in two ways. Either you create an Ad everyone will love or create one everyone will hate. The point being that the brand has been recognized. If the Ad is hated enough, people will talk about it to everyone else saying how bad it is... which helps the brand even more. In a number of months or years later the Brand can be presented in a nice day... the damage is done... you and I recognize it... I hear you on the annoyance. But here is a true story that was told to me. In the US there was a spaghetti company that was trying to get into the market. There were already very many spaghetti brands out there. So they decided to not have all those yummy delicious, saucy spaghetti ads but to disgust the hell out of the consumers. It was a risk but it worked. A few months later after the campaign was run, they did a survey on people who were buying their brand. One woman simply said that when she walks into the supermarket it was the only brand she recognized because of the bad ads… none of the other brands came to mind.

Brand recognition works in two ways. Either you create an Ad everyone will love or create one everyone will hate. The point being that the brand has been recognized. If the Ad is hated enough, people will talk about it to everyone else saying how bad it is… which helps the brand even more. In a number of months or years later the Brand can be presented in a nice day… the damage is done… you and I recognize it…

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