The Purpose of Your Advertising

The Purpose of Advertising is to let others know about you, your stuff, or your brand in such a manner that it has an impact.

And before I go any further, the other distinction that Advertising has over other forms of communication is that you pay for it.  It’s not free.

Back to my first statement:

The Purpose of Advertising is to let others know about you, your stuff, or your brand in such a manner that it has an impact.

That word Impact.  What does that mean?

Well my friend, that depends on you.

For most advertising, the impact will not be recognized until sometime in the future.

Only a fraction of a percent of the people who hear or see your ad will respond in the moment and buy what you are offering to sell.

The impact however is not wasted just because the results are not instant.

When we are exposed to advertising messages, they are creating a neurological impact on us.

The ads are creating a preference for what they are advertising for and the more you and I are exposed to an ad or series of ads, the stronger that preference will be.

I’ll give you an example from 22 years ago, when I was not working in the advertising or media world.

My wife and I bought our first house together and decided we wanted central air since the house only had old fashioned window units.  I got quotes from two competing companies that were top of mind because of the advertising and marketing they had done over the years.  Never before was I in the market for central air conditioning and yet here I was calling up two companies that were Top Of Mind for me.  One of them got thousands of dollars that year, and a dozen years later the other company got a few thousand dollars of my money when we bought another home.

Think about it for a moment.  If you are watching a show and see an ad for something, nearly none of us are going to stop what we are doing and go buy what we just saw at that moment are we?

Sometimes, and I mean sometimes, not often, the message in the ad is something that can be acted on right away.  We had our local Home and Garden Show at the Coliseum recently and during the show, some advertisers were inviting listeners to visit their booth to win something.. The results were that a few of the people who heard the ads responded and told us so, but those were listeners who were planning on coming to the event anyway and we just enticed them to visit a specific business’s booth while they were there.

The Purpose of Advertising is to let others know about you, your stuff, or your brand in such a manner that it has an Impact. 

And that Impact will depend on what you are wanting to accomplish.

Contact me for more information.  Scott@WOWO.com.