Advertising - How To Succeedby Peter Radford

Background

Using skillful means, the creativity in advertising is able to encourage potential customers to purchase the product or service which is at the centre of the advertising campaign.

Advertisements are created to generate interest in the product. As soon as interest has been attained, it is therefore much easier initiate increased consumption of the product or service. This is done by means of enhancing the image of the brand, which is a symbolic representation of everything connected to the company, product or service.

A brand often includes an explicit logo, or emblem, with colour schemes, symbols and sounds which may be developed to represent implicit values, ideas, and even personality. The key objective is to create a relationship of trust. The natural extension of a brand’s image is that of loyalty to the brand which been proclaimed by some to be the ultimate goal of marketing.

In marketing terms, brand loyalty is consistent with the consumer's willingness to repurchase the brand, not just on one occasion, but in a systematic manner. This can be demonstrated by the repeated purchase of a product or service, or by other behavioral patters, such as word of mouth endorsement. What may be defined as true brand loyalty is the implication that the consumer is prepared, at least some of the time, to forgo their own desires in the interest of the brand.

In the past, television and radio were the established methods of reaching the consumer. However, times and tastes change, and it is now the age of the internet, which has now assumed the mantle of choice.

The main vehicle for controlling advertising campaigns is the advertising agency which is a service business dedicated to creating, planning and handling advertising, or promotion as it is sometimes called, for its clients. Accordingly, without any conflicts of interest, it can handle the overall marketing, branding and sales promotion for its clients.

Advertisements are seen and heard everywhere, such as on the sides of buses, on the side of buildings, in the underground, in telephone messages, on public address systems, to mention but a few. Essentially, advertisements can be placed anywhere so long as they can interact with passing traffic, whether the medium is visual, spoken or printed.

There are some groups, such as non profit organisations, which would not normally be associated with promotional campaigns.

However, advertising is not without its critics. The upsurge of unwarranted commercial emails and some associated spam have reached the level of a nuisance level as well as being a financial burden on internet service providers.


Advertising – How To Succeed

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