Does Advertising Really Work?
Advertising is a strategic weapon, but most executives treat it like a tactical one.
Let me explain.
Advertising cannot compete with sales promotion and direct marketing activities in generating short-term (less than one year) sales effects. But, in the long run, the cumulative force of good advertising can achieve results that cannot be equaled by sales promotion or direct marketing activities, according to recent research reported by Jerry Thomas from the Decision Analyst.
However, up to half of all advertising for established products is not effective, according to Thomas, because the quality of the advertising is low and has no accurate feedback mechanism, a lack of testing and evaluation.
Recall of specific messages, persuasion scores, purchase intent and other variables are not as good an indicator as one most important item: Brand registration.
If consumers don’t remember the brand name, if the brand name isn’t embedded in their brain, the effectiveness of the advertising is critically diminished. Failure to register the brand name is one of the most common weaknesses in advertising.
It’s critical to put enough emphasis on your brand name so buyers will remember it. If your advertising isn’t selling your brand strong enough, your dollars will be wasted. Call us to learn more about this research and how to use it in your advertising strategy.
Talk to you soon,
Kae Groshong Wagner
CEO, Founder — North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing