More proof advertisers are wasting money

In a recent study to assess the recall rates of new product launches, 81% of the participants could not recall one new product launched in 2006. Even worse, this study shows a downward trend of increasing money being spent on advertising to launch new products while the numbers of those who recall the products are decreasing.

TV, internet, email, cell phone, outdoor billboard, radio, buses, telephone, mail, grocery store carts, blimps, the list goes on and on. As long as the endless opportunities for marketers to attack consumers from all angles for the sake of mindshare increase, the value of mass media outlets will continue to be harder to realize.

Sooner or later, marketers are going to be forced to actually get to know their consumers on a more intimate level while marketing to them as such. Mass media will be forced to contintue to evolve in perhaps an oxymoronic way by becoming a little less “massive” and a little more narrow in focus.