TENDANCE : 3500 messages de pub par jour et 99% d'inefficacité

Ce matin à la radio FM (je ne sais pas le poste), les animateurs discutaient de créer un effet de rareté pour les publicités radios et télé.

Monter les prix, ràduire les quantités, le fait de créer un effet de rareté aura-t-il un meilleurs taux de mémorisation ?

Ici un article du Guardian Shopper's eye view of ads that pass us by ...

From the Coca-Cola awning at the newsagent's to the looming O2 billboard on the high street, the succession of Calvin Klein ads on the tube escalator and the McDonald's-branded steps, the journey to work becomes a bombardment of marketing messages that would leave Roland Barthes' head spinning.

In one 45-minute journey, the average London commuter is exposed to more than 130 adverts, featuring more than 80 different products. Only half of that information makes any impact, while unprompted we can remember none of the blur of adverts. In an entire day, we're likely to see 3,500 marketing messages.

(...)

The numbers

In 90 minutes, Owen saw 250 adverts from more than 100 brands in 70 different formats. The number recalled without prompting was 1

The brands included

Apple, Accessorize, Adidas, Bang & Olufsen, Benetton, BMI Baby, Boots, BT, Calvin Klein Obsession, Cartier, Channel 4, Chupa Chups, Clinique, Coca-Cola, Creative, Currency Exchange, D&G, Debenhams, DHL, Dior, Disney, Easy Internet, Egg, Ernest Jones, Espirit, Evening Standard, FCUK, Fenid, Footlocker, Gap, Gift Ideas, Givenchy, GQ, Grazia, Gucci, Harry Potter, Hello, HMV, iPod, JD Sports, Kookai, LG, Limited Edition, M&S, Madonna, Maestro, McDonalds, Muji, Mulberry, Nationwide, NatWest, Next, O2, Orange, Quicksilver, River Island, Royal Mail, Selfridges, Shell, Smint, Sony, Springer the Opera, Startrite, Subway, Sunglasses Hut, Tanning Shop Sale, 3, The Independent, Tie Rack, Timberland, Time Out, T-Mobile, Trebor, U2, Warehouse, Waterstones, WH Smith, William Hill, Wrigleys.