Advertising

The added value of Advertising

A definition from the Institute of Practitioners in Advertising is: ‘Advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost.’ Advertising works because the message that is created is transferred to the receiver in a format that has a shared meaning. The role of advertising in a brand management is to help generate awareness of the brand proposition and express the brand personality to a target audience for minimum cost.  This awareness may be need to:

• Launch a new brand on the market. This will express the brand personality to the targeted audience.
• Revitalize a brand that is losing marker share.
• Protect a brand against a competitor’s brand advertising efforts.
• Suggest new ways a brand might fit with a new target customer’s needs and desires.
• Reinforce a brand’s appeal in the market.
• To raise awareness of a brand for trade communication, stockholders information and investor relations.
• Remind current customers of aura – the brand personality they have purchased.

The golden rule in advertising is to make the message both simple and short; anything else will not be well received or may not even be understand by the customers. This may seem obvious, but experience suggests that too many advertisers have been asked to convey too many brand messages to too much complexity. The net result is often an incomprehensible bag a message that to not support the brand personality in the mind of the consumer.