Sun, 05 Sep 2004

Time Magazine Ads

There was one ad in a recent edition of Time Magazine that caught my eye. We've been trying to figure out how to best market Postica since officially going into production in July. I'm pretty skeptical about the effectiveness of advertising in general. Since we're bombarded with so much of it, I think most people simply ignore it. But every once in a while, some advertisement will catch my eye. I don't know if the fact that I read it means that it actually increases sales of the product advertised, but it obviously can't be worse than an ad that nobody reads.

The full-page ad in Time was for men's white dress shirts. Just plain, white button-down shirts that I buy every 5 years from Ross when the one I bought five years previously no longer fits. I had never heard of the brand; it was a man's name (two first names, I think). It was one particular shirt, rather than an ad for the brand in general.

What made me read the ad was simply that I wouldn't expect to see such an ad in Time Magazine. I wonder how sales of that shirt are doing. I believe one could order the shirt in question online or by calling an 800 number, similar to ads for overpriced cds composed of the Best Love Songs of Some Period within Some Genre or "collectible" coins that aren't legal tender.

Does placing an ad where potential customers wouldn't expect to see it help sales?

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The state is that great fiction by which everyone tries to live at the expense of everyone else. - Frederic Bastiat