Between the Shake Weight, the rise of the Fashion Print Snuggie, and the deceased but, eerily still active Billy Mays, it occurs to me that we may be witnessing somewhat of an “As Seen on TV” renaissance.
And while “As Seen on TV” products have always been the red-headed step child of legitimate consumer brands, this new golden era of cheesy, direct-response marketing makes me wonder if the simple act of seeing a brand on TV still carries the same legitimizing weight it once did.
More to the point: is seeing a brand on TV still an effective way to build trust and drive purchase intent in 2010?
The answer, I think, is that while advertising on TV certainly can be effective at driving some key metrics, the notion of brand trust and “As Seen on TV” ain’t what it used to be. There are (at least) three reasons why: Leer más ““As Seen on TV” and Building Trust”