Home > Marketing > Ally Bank’s Excellent Advertising Campaign

Ally Bank’s Excellent Advertising Campaign

by Frank Strong

Ally Banks Excellent Advertising Campaign

Ally Bank’s current TV advertising campaign is one of the best I’ve seen in a while. The message is clear, the timing couldn’t be better and it is both entertaining and humorous. It prompted me to go look up an excerpt from a book I’ve read long ago. 

If you can look past the gender preference expressed (it was originally published in a different era), there is a lesson to be learned.  The words below are adopted from Guerrilla Marketing, (1998) by Jay Conrad Levisnon and the lesson is, assuming you’ve done your homework, about committing to your marketing campaign.

1. The first time a man looks at an ad, he doesn’t see it.
2. The second time, he doesn’t notice it.
3. The third time, he is conscious of its existence.
4. The fourth time, he faintly remembers having seen it.
5. The fifth time, he reads the ad.
6. The sixth time, he turns up his nose at it.
7. The seventh time, he reads it through and says, “Oh brother!”
8. The eighth time, he says, “Here’s that confounded thing again!”
9. The ninth time, he wonders if it amounts to anything.
10.The tenth time, he will ask his neighbor if he has tried it.
11.The eleventh time, he wonders how the advertiser makes it pay.
12. The twelfth time, he thinks it must be a good thing.
13. The thirteenth time, he thinks it might be worth something.
14. The fourteenth time, he remembers that he wanted such a thing for a long time.
15. The fifteenth time, he is tantalized because he cannot afford to buy it.
16. The sixteenth time, he thinks he will buy it someday.
17. The seventeenth time, he makes a memorandum of it.
18. The eighteenth time, he swears at his poverty.
19. The nineteenth time, he counts his money carefully.
20. The twentieth time he sees the ad, he buys the article or instructs his wife to do so.

Photo credit:  Flickr, steve lodefink (CC BY-SA 2.0)

If you enjoyed this post, you might also like:
A Classy and Creative Mother’s Day PR Pitch

You may also like
Only 5% of B2B buyers are in market today; but where did that statistic come from?
The Statistics, Effectiveness and Politics of Super Bowl Commercials
The Statistics, Effectiveness and Politics of Super Bowl Commercials [UML]
3 Studies Demonstrate How Earned Media Drives Behavior and Credibility Executives that Understand PR Tend to Value it More
3 Studies Demonstrate How Earned Media Drives Behavior and Credibility [UML]
Statistics Advertising and Silence Summing up that Super Big Game [UML]
Statistics, Advertising and Silence: Summing up that Super Big Game [UML]

2 Responses

  1. Anonymous

    I think that these ads are stupid to exploit children to make a point. It is in such poor taste that it borders on child abuse. Now that I know Ally is a bank, I would never do business with them. These ads cause customers to question the morals of Ally Bank.
    Louis F.

  2. Frank Strong, MA, MBA

    Hi Louis,

    Thanks for sharing. Your comment is interesting because it demonstrates how perceptions can vary greatly. I feel this is a key challenge for marketing — especially when trying to invoke humor as I believe was Ally Bank's intent.

    – Frank

Read previous post:
PR Framework for Negative News
PR Framework for Negative News

A discussion on LinkedIn that I started about PR strategies for dealing with a difficult blogger has reminded me of the three basic choices...

Close