Thousand of churches in Australia are about to embark in “Christianity’s largest ever Australian advertising push.”
But one lecturer in consumer behavior and advertising says that this money is being spent foolishly:
Yes, advertising does have some influence over attitudes and behaviour, but the reality is that it can only really work as a “nudging” tool. In other words, an advertisement will incrementally move you toward a decision, but there are a whole bunch of other variables that will determine your final behaviour or decision. In reality, one-way advertising is a relatively weak motivator when it comes to consumer behaviour (although the ad agencies wouldn’t tell you that when you are about to give them $1 million).
He argues that these ads only affect people who are already teeter-tottering on whether to visit a church, and that crowd is relatively small. What he fails to discuss, however, are the principles of brand recognition or the long-term affects of advertising. Regardless, it’s a great exercise in thinking twice about where your dollars are going.