WHY ADVERTISING DOESN'T
WORK?
That's right advertising isn't what it's cracked up to be. All
advertising does not increase sales. In fact, bad advertising can actually hurt
sales, "OUCH". This comes from an advertising agency professional in the
business for most of my life. Bad
advertising ignores Positioning, Image and Personality of the product to be
advertised. It doesn't focus on one or more human needs. It was
probably produced without a true understanding of the product by shortcutting
the necessary amount of homework. The proper amount of research is necessary to
gain consumer perceptions of the product and its advertising approach. Today,
with most companies utilizing the same technology as their competition, in
R&D, Production Enhancements and Leading Edge Marketing Techniques, it's
imperative to identify and communicate a unique set of benefits to your current
and potential customers.
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Advertising is a company's salesman when the salesman's not
there.
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People like doing business
with people they like. The poor ad fails to develop a relationship with the
customer, their lifestyle and their problems. The content of an ad fails to
deliver when it's more puffery than benefit
focused.
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The important point here is that advertising doesn't
necessarily sell products but it builds a relationship between the brand and the
consumer.
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A successful advertising
campaign establishes that relationship which makes selling easier. How a
marketing message is communicated is as important as what is actually being
communicated. Lazy marketers don't spend
the time to find and make a meaningful promise that sells. What
is it you want the consumer to believe about your product? If you ignore these
basic tenets then be prepared to have your advertising
fail.
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The truth is good advertising is just as much hard
work as it is creativity.
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Work hard to concept the
"BIG IDEA". Build a personal relationship with the customer. Create advertising
that captures attention. The best concepts
are lost if the viewer misses it with the turn of a page or the click of a
remote. Many ads fail because of uninteresting copy, a hard to
decipher message and layout or it's placed in the wrong media. Maintain a
consistent message across all media and communication vehicles.
Now that you know how to
keep your advertising from failing, create
a successful campaign and keep it going until it stops
selling.
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