Dovetail Effect
You may have heard the words Dovetail effect in the advertising world, and especially in the coffee cup advertising business, and not understood what the term has meant. So you ask…
What is the Dovetail Effect?
The Dovetail effect, with reference to the coffee cup advertising business, is the path to purchase upon viewing an advertisement across a range of mediums, time and time again; finally, in viewing the advertisement on an advertised coffee cup at the top of consumers’ lips.
It is believed that if consumers notice an advertisement enough times they will seek information regarding the commercial. Scenario: You are on your way to work via public transport or car. You notice a billboard with an advertisement for Microsoft products. Upon arriving to your destination you walk past a bus shelter with the advertisement of Microsoft products for a second time. Before heading to your office you decide you need your morning coffee, and head to your café near your office. You ask the barista for your usual take away flat white and notice upon receiving the beverage, the Microsoft advertisement is on your take away coffee cup.
Having seen the Microsoft advertisement in 3 different medium types, in a space of time it has taken the consumer to arrive at work, has greatly maximized the inclination to research the product and company. It has been publicised that 84% of cups consumed in CBD’s, are consumed sitting at an internet accessible computer. (Source: Quantum 2007). Thus making coffee cup advertising, the strongest form of brand reinforcement in advertising.
This is where coffee cup advertising is a great form of building brand awareness and reinforcing the company and products they have to offer. In doing so leading the consumer’s path to purchase, which in advertising, and more so coffee cup advertising, is the Dovetail Effect. |
