Have you bought something because of advertising?

In our professional lives here at z2, we try to do work that gets people to buy/use/like our clients’ products. This rather obvious observation got me to thinking: “Have I ever bought anything because of its advertising?”

Hmmm, let me think. I’m sure there have been some coupon ads and Buy One Get One offers that motivated me to buy something or another at a grocery store or restaurant, but not counting those I honestly can’t remember anything that advertising actually got me to buy.

Despite a few bad consumers like myself, and perhaps you, advertisers aren’t giving up. A recent strategy is the use of celebrities and other so-called “influencers” in social media. They’re paid to make favorable mentions of products on Facebook and Twitter. And they’re paid very well.

Actually, it’s a freakin’ crime what some of them are paid. Khloe Kardashian, for instance, gets an astonishing $13,000 per tweet, and her sister Kim is rumored to rake in $20,000 per tweet.

I can’t decide what’s more sickening: how much they’re paid for their shilling, or the fact that they’re actually esteemed as “influencers.”

Alas, the FTC is catching on to this social media gravy train, and to protect the naïve they are now requiring celebrities to disclose that their tweets about products are not done purely out of love for said products. Among other things, they’re requiring that they add the hashtag “#ad” to all sponsored tweets.

What about you? Is there any product or service you’ve bought as a direct result of its advertising, or the person paid to pitch the product? And, conversely, is there anything you’ve avoided buying as a protest against a particular product’s advertising?

As for me, I’m putting my foot down and will not be buying any Kardashian-endorsed eos Lip Balm, regardless of how pretty it would make my pout.

July 23, 2013 · Posted by in advertising, branding, social media  

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