If the ad looks so incredibly polished and the reality is anything-but, then consumers may in fact run away forever. Advertisers now need to make sure the reality matches the ad too .. because consumers are armed with technology and information and the ability to share with others instantly.

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Ad vs Reality
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
March 2014

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KFC – Nacho Box

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Users have instant and …
…constant access to info
“no, that isn’t the ‘best price’
for this HDTV and the
reviews aren’t even that
good… ”
• 43% smartphone owners used
device in-store
• 15% checked prices in-store and
then bought from competitor
Source: comScore 2012
Augustine Fou- 3 -

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Dr. Augustine Fou – Digital Consigliere
“Because consumers are armed with
technology like smartphones and also have
instant access to information, advertisers
and retailers need to ‘back up’their claims
and beautified ads with reality. Otherwise
they permanently lose customers’trust.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou

5. Augustine Fou- 5 -
Related Articles
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Mythbusting Advertising
By: Augustine Fou, June 2012
Augustine Fou- 5 -
Video Ad Benchmarks
By: Augustine Fou, April 2013
Video Ad Fraud Investigation
By: Augustine Fou, October 2013
The Magnitude of Digital Ad Fraud
By: Augustine Fou, November 2013
The Biggest Lies of TV Advertising
By: Augustine Fou, May 2012