To the point: appreciation is everything

The results of the current study by the Stockholm School of Economics, "Consumer-perceived signals of 'creative' versus 'efficient' advertising," are not surprising: Consumers are more interested in brands and companies whose advertising is suspected of involving a great deal of financial expenditure and intellectual effort. Consumers are very good at distinguishing between fluffy advertising and finely composed messages. Advertising does not have to be annoying at all, but can be exciting and entertaining. If it is well done.

Value advertising has several effects on recipients: 1. I like a company that cares so much about me - and its brand(s), too. 2. I'm happy to tell my friends about such a likeable brand (and the company behind it). 3. it must be a higher-quality product if so much advertising effort is put into it. And finally, 4. whoever is interested in me is also interesting for me. In short: good, creative advertising pays off. And: Efficiency is not everything.

But why is that? For the same reason that it has more impact when my husband unexpectedly brings me wonderful chocolates at some point in the year instead of handing me 20 red roses for every wedding anniversary. It shows lasting appreciation, a keen eye for the changing needs of the target audience, it's not standard, it's stand-alone. Someone came up with something to impress me. And again: Whoever is interested in me is (and remains) interesting to me. He courts me. And wins me over again and again.

Of course, these findings are not news. But the fact that you know something obviously does not mean that you will implement it. Why else would there be so much loveless advertising? Certainly, advertising agencies often don't have the time for a big hit, just as editorial departments do. You want something big, have little time, minimal resources and an anxious client/chief/interview partner - and then something small comes out of it. But that can be dangerous: Because while smart advertising leads to higher appreciation of a brand, simply efficient slapdash advertising not only achieves nothing, but has a negative impact on attitudes toward the brand. This can be transferred 1:1 to the media: Deep, well-written articles on relevant topics bring readers and reputation - everything else not only brings nothing, but firing.

Therefore, remember: creative beats efficient. Even if it costs time, nerves and money.

Anne-Friederike Heinrich, Editor-in-Chief
f.heinrich@werbewoche.ch