Do you think it makes sense to advertise only to people who know what you do?

This type of add appears all the time.
It has a message that communicates almost nothing.
You really have to know the company to even start guessing.

example 1

I’d never heard of the company. Guess they only advertise here at Christmas.
At first glance I thought it might be perfume. But then I saw the $600 price tag.

Perhaps it was an abstract crystal objet d’art? But it had the brand engraved on it.
Perhaps its was a fancy audio speaker? But those are always shown in pairs.

A wifi hub?

So I went to the website listed. They had many products, or rather product environments listed. The only product named was a stethoscope. Perhaps it’s some medical device? Like an ion air purifier?

I clicked the picture and found it was a handset. For $600? Good luck selling a lot of those. I guess it’s plain they weren’t advertising for me. But who was the ad meant for?
Perhaps for my brother, the kind of car salesman who throws money around on expensive watches that you have to know about to realize how expensive they are. He would buy one on the company dime, but how would he know what it was?

Example 2:
A billboard that said in the finest print, so you couldn’t possibly read it the first time you pass, “ - best deals” That was it, the entire message. I passed it dozens of times before I bit and looked on the site. They refinance houses. Nothing in the ad, or the name even, would hint at anything like that.
I’m not in their target market, but all the homeowners I know aren’t techie enough to investigate an ad they don’t understand.

So are you as puzzled as I am why they spend money on obscure ads when only one or two more words would broaden the number of comprehending readers tenfold?

They’re not aimed at you. Don’t worry about it.

heh. I have one of those. And two extra handsets, too. It’s paid for itself over the years, since I managed to destroy a series $100 wireless phone at the rate of one per year until I bought the B&O model.

I dunno, example one wasn’t hard to figure out. “Art of conversation” plus vaguely phonelike object… Seemed to be a handset to me.

As for the (gah I don’t miss those commercials at all) I think the whole point is to leave people mystified enough to go online and type in “” to see what “best deals” they offer.

They’re not aimed at you. Don’t worry about it.[/QUOTEJust curious, what if it was an ad aimed at her? Would she need to worry about it then? But how would she know the difference if the ad is dense?

I see cryptic ads all the time.
Billboards in fact are always the worst. I think that almost all of them are based on the premise that a good print ad is a good billboard ad. So they think like it’s one of those full-page phone ads with the little bitty fine print with the real message. But all you can see at freeway speeds is a big picture of a generic phone, perhaps you can catch the little logo in the corner, but all the sales pitch is only to be read when there’s a traffic tie up. I think they just don’t understand the medium, or the billboard is thrown in for free and they don’t actually care about it.

I don’t know how effective this form of advertising is, but maybe it does make sense for higher end products. The idea being that their ads are as classy as their products in that they don’t hit you over the head with bright flashy colors.

Didn’t the first Accura ads leave out the car?

I was always baffled at TV commercials for aerospace companies like Boeing and Douglas. Who the hell are those aimed at?

You. They want you to think the massive amounts of tax dollars you pay them are worth it. You will note they always talk about commercial products but never their military products.