I remember learning in college that it takes the average person something like 45 exposures to a new commercial before the company, product and message actually sinks in. Forgive me for not having the exact statistic, and although that may sound high, since learning this, I’ve noticed that it does ring true for me (for some commercials). I’ll be able to recite a tagline, hum a jingle, recognize background music, recall having seen an actor or actress in their particular outfit doing whatever it is that they’re doing, without ever actually paying attention to what the product or message is. When it finally clicks, I think about how funny it is that it has taken so long for me to pay attention to all the elements in a certain commercial.
While some commercials may miss the mark the first time around, others hit the nail on the head immediately – whether it is because of a catchy jingle, an attractive or strange looking spokesperson, a clever or funny delivery of the message, etc.
But there is another reason why some commercials are effective the first time around, and while it irks me, I have to give credit where credit is due – to the annoying ads.
While everyone has a different threshold of what annoys them, it’s relatively safe to say that annoying is memorable. Take for instance Jan, and her inexplicable abundance of scrap metal. Call 2 Brothers Scrap Metal.
None of my twenty-something friends have had a problem with too much scrap metal, but if I ever found myself in a situation in which accumulating scrap metal was becoming a problem, I’d know exactly who to call.
But where can you go if you just need a couple of items here and there, but you don’t want to go too far from home? How about Bolla Market?
Never before have I seen a gas station convenience shop advertised in such a warm, inviting, yet excruciatingly annoying way. In fact, I can’t recall if I’ve ever seen a gas station convenience shop advertised in any way, period, so I guess they’re doing something right. It’s almost as if the marketing tactic here was to position Bolla Market as its own entity, which just happens to be conveniently located at your neighborhood gas station. With a jingle that will live in your head until the end of time (and my apologies to those of you who have clicked on the link), Bolla market has carved itself out as quite possibly the only gas station market that customers absolutely have to pop into – “just ‘cause.” And as much as I’d hate to admit it, if I see a gas station that has a Bolla Market, I take note.
Last but by no means least, I have to make mention of Bud Light’s refusal to stop the party. I’m sure that not everybody is as easily irritated by Pitbull as I am, but the frequency of the commercial, combined with the volume at which the music is played, is extremely grating to my ear drums. And as much as I’d love to “pare la fiesta” whenever I see this commercial, it’s hard to deny that Bud Light’s doing a good job, as it is America’s top-selling domestic beer and all…
In conclusion, if all else fails: annoy, annoy, annoy.
Written by Amanda Mauceri, Marketing & Social Media Coordinator
EGC Group on Twitter
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