Monday, August 14, 2017

#HowAdvertisingWorks (on me) – Advil Gel Minis

I’ve been fighting a cold and have been a frequent visitor to CVS.  While reaching for a box of Advil, I accidentally picked up a box of Advil Gel Minis.  Hadn’t heard anything about these mini pills, so I put them back.  I wasn’t sure it would deliver the same dosage as the regular pill.  Yesterday I was leafing through Rolling Stone and came across an ad for these Gel Minis.  My experience at CVS triggered me to take notice.  Yep, same dosage as the big capsule.  Next time I’m at CVS, I’ll get the Advil Gel Minis.

The insight:  Advertising is often actively consumed by its audience.  I notice bank ads when I'm shopping a mortgage.  Or car ads if my lease is coming due.  I noticed this Advil ad because I have a cold, and because I had a previous triggering experience.  

#HowAdvertisingWorks 

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