Does advertising really work on consumers?
So the creative folks spend all sorts of times coming up with these "clever" commercials, and who really remembers them or is influenced by them? Other than introducing me to a product I didn't know about, commercials almost never influence my buying decisions. So what's the point of spending all that money?
I hate to pick on the advertisers. I know that they foot the bill for the television shows that I love so much. But I just find that I don't think many of the commercials are clever, memorable or effective. Am I alone on this one?
Tracy L. Coenen, CPA, MBA, CFE performs fraud examinations and financial investigations for her company Sequence Inc. Forensic Accounting, and is the author of Essentials of Corporate Fraud.