What Makes Advertising Work?
June 26th 2007 09:26
Research proves that those companies who advertise their products make the most profit. But what kind of advertising makes the most money? You only have to study giant firms like Coca-Cola or Wrigley's Chewing Gum or other successful firms and see their simple, proven advertising principles.
Coca-Cola is considered the world's greatest brand. For more than one hundred years, they have chosen to sell refreshment. From them , one can learn a lesson. You don't have to be original to succeed. You just have to find the most appropriate appeal for your product or service.
The interesting thing about Wrigley's Chewing Gum is that their advertising is mostly very dull. No tricks, jokes or original ideas. It just repeats the name Wrigley's, shows the pack and says how refreshing their product. It's that simple, but their's a lesson to be learnt from studying Wrigley's. For advertising to succeed, you must offer a benefit. In Wrigley's case, it is chewing gum that can be good to your teeth. Chewing gum increases saliva, and saliva cleanses the mouth. The lesson here is telling the truth works better than advertising that lies. Lies not only fail to sell, they unsell. If your lie gets caught and found out, not only has all your money been wasted; you also anger the customer. So, don't lie.
There's a famous saying about advertising, it says "I know half of my advertising is wasted; but i don't know which half." If you know all the things about what makes advertising work, chances are you know more than your advertising agency.
Coca-Cola is considered the world's greatest brand. For more than one hundred years, they have chosen to sell refreshment. From them , one can learn a lesson. You don't have to be original to succeed. You just have to find the most appropriate appeal for your product or service.
The interesting thing about Wrigley's Chewing Gum is that their advertising is mostly very dull. No tricks, jokes or original ideas. It just repeats the name Wrigley's, shows the pack and says how refreshing their product. It's that simple, but their's a lesson to be learnt from studying Wrigley's. For advertising to succeed, you must offer a benefit. In Wrigley's case, it is chewing gum that can be good to your teeth. Chewing gum increases saliva, and saliva cleanses the mouth. The lesson here is telling the truth works better than advertising that lies. Lies not only fail to sell, they unsell. If your lie gets caught and found out, not only has all your money been wasted; you also anger the customer. So, don't lie.
There's a famous saying about advertising, it says "I know half of my advertising is wasted; but i don't know which half." If you know all the things about what makes advertising work, chances are you know more than your advertising agency.
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