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P&G Cuts More Than $100 Million In 'Largely Ineffective' Digital Ads (wsj.com)
schwit1 quotes the Wall Street Journal: Procter & Gamble said that its move to cut more than $100 million in digital marketing spend in the June quarter had little impact on its business, proving that those digital ads were largely ineffective. Almost all of the consumer product giant's advertising cuts in the period came from digital, finance chief Jon Moeller said on its earnings call Thursday. The company targeted ads that could wind up on sites with fake traffic from software known as "bots," or those with objectionable content. "What it reflected was a choice to cut spending from a digital standpoint where it was ineffective, where either we were serving bots as opposed to human beings or where the placement of ads was not facilitating the equity of our brands," he said... The cuts echo marketing executives' mounting concerns around the efficacy of digital advertising and the growing perception that they are wasting money on digital ads that never reach their intended audience.
They spend money on both genders' products.
No, we don't. You're thinking of transvestites, aka drag queens, who just play dress-up on Friday nights.
"Transparent" is a shit show that trades on every stereotype going. A man in drag is NOT a transsexual.
What they're investing in quite heavily is fake reviews. Figuring out how to guarantee five star reviews on Amazon and others without alerting people is what's getting their former advertising money. So far they aren't doing so well. 3000 reviews for bounty paper towels, and about a quarter of them didn't get past fakespot.
They set the price where the income is maximized.
Sure, but they also need to decide how much to spend on ads and promoting their brand, then that cost has to be incorporated into the price. If a Gillette razor costs $10 and an Equate razor costs $5, you can't expect people to pay the difference based on quality, since the products are basically identical, so you have to run advertisements to make people think your product is better or more prestigious. It is surprising how well this works. When an ad runs, very few people think "If I buy that product, I am paying for that ad".