Shout It From The Rooftops? I Don’t Think So!
It might just be that I am an ageing, grumpy old bugger. It might just be my imagination It might just be something wrong with my television Or it might not be any of those things
In fact, no, having now thought about it again, I am confident that it is none of those things.
So what is the reason for so many television advertisers believing that shouting is the most effective way to achieve audience cut through?
There, you see, you’ve noticed it too.
It’s been going on for years but I sense that it has become worse – more advertisers shouting and shouting at higher levels.
Here in New Zealand the very worst offender is retailer Harvey Norman. And what makes that worse is that they are one of this country’s biggest television spenders. So we get subjected to a lot of shouting.
Richard Nixon was quoted as saying: “We cannot learn from one another until we stop shouting at one another - until we speak quietly enough so that our words can be heard as well as our voices.”
The Point: People buy from people they like. I suspect that Harvey Norman and their fellow shouters are missing out on a significant percentage of the market who are so irritated by being yelled at that hell will freeze over before they visit one of their stores. After all, can you imagine what the noise must be like in there?
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