Ads Don’t Work That Way | Melting Asphalt
So for an ad to work by cultural imprinting, it's not enough for it to be seen by a single person, or even by many people individually. It has to be broadcast publicly, in front of a large audience. I have to see the ad, but I also have to know (or suspect) that most of my friends have seen the ad too. Thus we will expect to find imprinting ads on billboards, bus stops, subways, stadiums, and any other public location, and also in popular magazines and TV shows — in other words, in broadcast media. But we would not expect to find cultural-imprinting ads on flyers, door tags, or direct mail. Similarly, internet search ads and banner ads are inimical to cultural imprinting because the internet is so fragmented. Everyone lives in his or her own little online bubble. When I see a Google search ad, I have no idea whether the rest of my peers have seen that ad or not.
advertising  gt 
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