What makes advertising effective? You could ask thousands of advertising professionals this question and you would get likely thousands of different answers—ideas, branding, research, money, time, creativity, luck, logic, and psychology-- just to name a few.
To this Utah-based advertising agency amateur the real answer is much more complex than a one word response because it relies on all of the previously listed items and more. But I guess if I am forced into narrowing effective advertising down to a single element, it would have to be truth. There. Does that suffice? I will be the first to admit that my answer is a sort of cop-out because despite the fact that "truth" is only one word, it has countless meanings. That explains why successful advertising is so slippery: because truth is grasped differently by every single person.
Marketers spend all of their time segmenting the market into demographics to target, designing campaigns to suit these groups in an effort to meet their needs, wants, and desires. Even with this extensive planning, more oftentimes than not, the strategy that supposedly fits the group fails to reach individuals in any significant way. How frustrating and mind-boggling. Effective advertising is a test of whether or not you can communicate a small truth to your audience in such a way that it resonates with more than one person. We as advertisers must learn to distinguish between identifying a need/want shared by multiple people and singling out a truth about that need/want that will resonate with the individual members of the group. Easier said than done I suppose.
Idealism aside, it is not nearly enough just to be truthful in our advertising endeavors. After all, the average individual encounters at least 5000 marketing messages a day. There is so much advertising clutter that presenting that truth in an original, and more importantly memorable, way leads to truly excellent and effective advertising. Of course, none of this is even possible if the promotion is for a product that serves no value. You might create the cleverest advertisement in the world, but if the product being marketed is subpar, the whole concept is wasted because it demonstrates no honesty.
In summary, after you have a valuable product or service, what consumers really desire is to be informed, educated, entertained, and inspired with little truths. As advertising shifts towards innovative honesty, it will become both more effective and enjoyable for everyone involved.
About The Author :
kyle hunt
Katie Tillou is a writer for Fusion 360, an ad agency in Utah that provides SEO and content marketing for Utah businesses.
To this Utah-based advertising agency amateur the real answer is much more complex than a one word response because it relies on all of the previously listed items and more. But I guess if I am forced into narrowing effective advertising down to a single element, it would have to be truth. There. Does that suffice? I will be the first to admit that my answer is a sort of cop-out because despite the fact that "truth" is only one word, it has countless meanings. That explains why successful advertising is so slippery: because truth is grasped differently by every single person.
Marketers spend all of their time segmenting the market into demographics to target, designing campaigns to suit these groups in an effort to meet their needs, wants, and desires. Even with this extensive planning, more oftentimes than not, the strategy that supposedly fits the group fails to reach individuals in any significant way. How frustrating and mind-boggling. Effective advertising is a test of whether or not you can communicate a small truth to your audience in such a way that it resonates with more than one person. We as advertisers must learn to distinguish between identifying a need/want shared by multiple people and singling out a truth about that need/want that will resonate with the individual members of the group. Easier said than done I suppose.
Idealism aside, it is not nearly enough just to be truthful in our advertising endeavors. After all, the average individual encounters at least 5000 marketing messages a day. There is so much advertising clutter that presenting that truth in an original, and more importantly memorable, way leads to truly excellent and effective advertising. Of course, none of this is even possible if the promotion is for a product that serves no value. You might create the cleverest advertisement in the world, but if the product being marketed is subpar, the whole concept is wasted because it demonstrates no honesty.
In summary, after you have a valuable product or service, what consumers really desire is to be informed, educated, entertained, and inspired with little truths. As advertising shifts towards innovative honesty, it will become both more effective and enjoyable for everyone involved.
About The Author :
kyle hunt
Katie Tillou is a writer for Fusion 360, an ad agency in Utah that provides SEO and content marketing for Utah businesses.
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