The Awareness Fallacy
Excellent presentation by Mark Lester on why Awareness, as a sole focus in advertising, is often ineffective.
The primary point here is twofold: 1) many categories have reached a saturation point at which there aren’t many truly new innovations, and so there is nothing new to be aware of (with a few exceptions, such as Apple in the technology industry), and 2) consumer consumption of information has changed to the point where relevance and persuasion are much more valuable than simple awareness, as we are constantly inundated with new information.
Via Griffin Farley
