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Watch
any given television long enough, and you’ll be greeted
by advertisements. And in today’s ever-competitive market,
the real story is behind the scenes, where companies face a constant
battle to stay ahead of the competition. And with brand names offering
hugely lucrative contracts for the right image, the art of advertising
today is massively important.
The actual art of advertising and branding is a lot more sophisticated
and in-depth than the consumers they target may realize. Long before an
advert even reaches the screen, or print, it has been subject to
pain-staking research, focus groups, marketing surveys, and many other
methods of determining the current state of the target market. Without
this information, releasing a product runs the risk of commercial
suicide if the consumer isn’t ready. There’s no
such thing as luck where advertising a brand, either established or
new, is involved. It takes a lot of hard work, grueling hours in
meetings and highly skilled teams of creative minds to finalize a
concept.
Part of this process, and a way of determining whether a new brand and
accompanying advertisement has succeeded or not, is actually one of the
simplest. By providing a group of consumers with either an image, a tag
line, or even just a combination of colors and sounds, and they
recognize the brand behind the advertising, then the hard work has paid
off.
This is where the advertising and branding of a product is so
important, by firstly ensuring that consumers will recognize a given
product or brand. The next important factor is actually persuading
consumers to associate certain attributes with your product. These can
range from reliability, pricing, value for money, etc. This is one of
the most difficult, yet most intrinsically important sources of
advertising and branding success. An instance of this is if you
mentioned mouthwash – is there a brand that springs to mind
immediately? How about favourite destinations to go on vacation
– does one resort receive more recommendations than others?
Even if that particular resort hasn’t been visited by
everyone who mentioned it, just the fact the advertising of that resort
makes it sound so enticing that they perceive it’s the
destination they should go to, is a sure sign of successful brand
advertising.
Yet if successfully advertising a brand is difficult enough to begin
with, it can be even more so trying to reach out to new markets with
the same product. The stronger the brand and the more successful the
initial advertising campaign, the more difficult it becomes to find new
avenues. Despite possibly having the number one product on the market,
any new advertising still needs to go through the whole process again
from scratch. After all, what worked for one product is not guaranteed
to work for another.
And this is where the true power of advertising and branding becomes
apparent, and is the strongest proof yet that it’s one of the
most important in determining whether a company succeeds or fails.
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Handy Guides: eCommerce
Gal Recommends...
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Here
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