Gorillas in the mist

Posted by Jordan on 21 January 2008 | 0 Comments

With all the chatter about Phil Collins and drumming gorillas in 2007, it's good to see the Tefal Heads at adliterate take on the compelling question of whether the ads really worked.

Apparently Cadbury's reported sales of Dairy Milk up 9% in December - but they had a rubbish 2006 so who can tell really?

Here's a simple approach - bringing black and white to the colourful world of advertisng: 1. If business was good and the advertising was liked then everyone's a winner; carry on. 2.If business was good and the advertising was disliked then either check your research or thank the markets for serendipity 3. If business was bad and the advertising was liked then have another look at the competition/service etc and/or start a talking to some real customers. 4. If business was bad and the advertising was disliked then some people/agencies/you may be in the wrong place.

Of course you may have some analysis that's looking across channels and shows you've increased awareness through classical offline advertising to key high margin audiences that have been failing to buy and continued to convert low margin volume business online with strong tactical promotions. Net margin has dipped but you look set fair for 2009.....

Or is that cover fire from your agency for some bad advertising?

You choose.