I was discussing the topic of my first ever blog post with a marketing colleague of mine this morning – the fact I think the Halifax ISA Baby TV advertisement is tosh of the highest order. However she made a very good point and one that marketing, and particularly advertising folk, forget all too often. That is, it doesn’t really matter what I think of the advertisement. All that counts for the Halifax is how successful the advertising campaign has been at generating enquires for its ISA products. In the words of advertising copywriting guru Bob Bly
“The goal of advertising is not to be liked — it is to sell products. The advertiser, if he is smart, doesn’t care whether people like his commercials or are entertained or amused by them. Commercials are a means to an end, and the end is increased sales — and profits — for the advertiser”
Based on Bob’s quote I guess you can be assured that, if the Halifax processing department is currently knee deep in applications, the ISA Baby advertisement won’t be the last incarnation of their dreadful mock radio show campaign!!!!!!!!