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Advertising in the A.M.
By: Michael Lindquist
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There has been much debate over the number of ads we are exposed to in a day. Certain advertisers estimate up in an attempt to better appreciate the clutter they must break through to make their messages count. Skeptics argue that we ignore half the ads we run across, so the number ends up under 100 impressions. Yankelovich President Jay Walker-Smith claims that we see close to 5,000 ads a day. While some suggest that a person must sit through a 30-second ad, absorb it, and store the information, others suggest that seeing a logo is enough to leave an impression. Many daily impressions occur in the morning, so why don’t we stick to that? 

Let’s remember that everyone’s schedule is different, so exposure and the number of impressions can vary with each job and when you start your day. If you’re a doctor, bartender, or work the graveyard shift, don’t be offended. Some of our daily routines may differ depending on gender, but try to stay with me. 

We can all agree that everyone starts their day by waking up. Any objections? At some point you might brew some Folgers or Maxwell House coffee or stop at Starbucks or Dunkin' Donuts on the way to work. For those who are rolling pennies and choose not to pay $4.50 for a Grande Caramel Macchiato, they turn on their Mr. Coffee or Keurig to enjoy a home-brewed cup of joe. Whether you walk outside in your robe to grab the morning paper, open your Toshiba laptop, or scroll through your iPad to get the daily news, you see ads. 

After finishing your coffee and Frosted Flakes, you might shave with your Gillette Fusion razor, hop in the shower, and lather up with your Old Spice body wash. Don’t forget to rinse and repeat with your Head & Shoulders shampoo and conditioner. You don’t want to get dandruff on the new suit you picked out from Men’s Wearhouse. 

While you’re getting ready, Mike and Mike in the Morning or The Today Show is probably playing in the background. You hear that familiar jingle during one of the commercial breaks, so you look up from brushing your teeth with your Crest Whitening paste. Band-Aid. Classic. You’re almost out the door, and you see that Netflix envelope sitting on the kitchen counter. Better stick that in the mailbox before you leave for work.

Once you’ve deposited your copy of Frozen Planet in the mailbox, you hop in your Ford, Honda, BMW, Volvo, whatever, and leave for work. Depending on where you live or how far you commute to work, you may see or hear more ads than the average individual. As you pass billboards for casinos, strip clubs, beer, and liquor, you are reminded of your unpleasant daily commute. You turn up the radio to hear Journey’s Don’t Stop Believing and turn it down when they go to a commercial break for Viagra. 

Now that you’re minutes away from work, you’ve passed 8 Starbucks, 3 BKs, and 4 McDonald’s, and you finally give in. You pull into the drive-through at the fifth Mickey Ds to order a Sausage McGriddle and a large Diet Coke. Now that you‘ve made it to work, you park in your usual spot next to your boss’s Lexus, and you fantasize about slashing their Goodyear tires. 

The time is now 8:55. You’re five minutes early, so there’s time to check your Gmail, Facebook, and Twitter on your Dell desktop computer. You sift through the spam and ignore the ads and promoted messages to see the latest news on the Presidential Race. Eventually, a link directs you to YouTube, where you are forced to sit through a 15-second Pizza Hut ad before watching your cat video. It’s a kitten watching a Hot Wheels car go around a track. Adorable. 

It’s only 9 o’ clock, and you’ve already been exposed to over 50 different brands. I think we can leave out the next three hours of the a.m. and state that there is plenty of marketing and advertising infused with our daily routine. They don’t all have to be television commercials or newspaper ads. Advertising subtly sneaks into our daily lives and affects those around us constantly. A Walmart shopping bag can be blown across the street and remind you that you need to pick up a gallon of milk on the way home. There were 36 different brands mentioned in this article. Do you still believe that people are ignoring advertising?

The average consumer may not be fully engaged with an ad or a particular brand, but good marketing is causing them to make each brand a part of their morning routine.

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About the Author
Michael Lindquist has a strong passion for art, entertainment, and advertising. As a child, he learned it was okay to color outside the lines, because the lines only restrict your creativity and imagination. Find him online here.
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