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Trust - shades of grey

Meeting academics is always an eye opener for me. Everytime, they make me see another shade of life. This morning was no exception. I happen to go to my alma mater to see some academicians selecting candidates for the next batch for a different course and institute.

This institute is not well known in this part of the country and is perceived to be a traditional, conservative place. However, the response is great from the candidates who come to seek admission through a series of exams, group discussions and finally interview with a panel.

The institute was concerned about it's low awareness scores in North India and were debating whether to build awareness, should they not use advertising. No brainer one would say. Advertising is used so very effectively to increase awareness and in the process build value for the brand/offering.

But consumer has a mind of her own. Lot of potential students gave a feedback that the fact that institute does not advertise gives a lot of credibility. THIS IS INCREDIBLY COUNTER INTUITIVE.

The rationale given is that advertising is accepted as exaggeration of facts and has an inherent lack of trust in the claims/facts.

For a question of my career of life, I do not want to trust an institute that advertises which inherently is exaggerated truth. I accept this lack of trust for things/brands where my stakes are low but not where stakes are so high.

Something worth for marketers to delve into.
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