Whether we are advertising a new product or service, sharing pricing information, announcing new points of sale, or simply reminding and reinforcing a brand’s image, it’s all about conveying information. Since ancient times, advertising has been a great help in the business world, promoting healthy competition among companies.
Its main objective is to tell the world that we have something interesting to offer, which can be anything from an event, a new product line, or a political campaign. It can take the form of print ads, radio, television, and now also social media, etc.
Advertising is a constantly present phenomenon in our lives, and we can point to its emergence towards the middle or end of the 19th century when mass societies began to emerge. In this sense, advertising depends to a large extent on the formation of a mass society that can access literacy, information, and consumption massively, these being the three pillars of advertising.
Philip Kotler, better known as “the father of marketing,” proposes the concept of Marketing 3.0, which states that today consumers acquire products and services that satisfy their deepest needs for community, idealism, and creativity.
Brands must focus on offering products and corporate cultures that inspire them and project their same values so they can feel identified. This philosophy not only consists of positioning the brand but also promoting “unstructured” education where knowledge, principles, and customs are transmitted to the audience.
Therefore, many governments and even non-governmental organizations (NGOs) use it frequently for campaigns for disease and addiction prevention, family planning, intelligent use of natural resources, etc. Advertising is a form of communication. For most companies, it is a key tool for success. A very common and serious mistake is to assume that consumers are automatically aware of what we have to offer them. Furthermore, competition today is such that it is likely that other companies are doing the same as us, and we have to show our market why we are different and better.
Beyond simple information, the best and most effective advertising strategy has an additional and very important purpose: it makes us feel something about the product. By making the customer connect emotionally with the message, loyalty to the brand is generated, which ultimately translates into higher sales.
Certainly, advertising campaigns involve a large investment; however, if the strategy is creative and executed professionally, it will achieve an experience worth remembering in the minds of consumers, with a positive impact for the company reflected in increased sales.
Thus, it is common to find spaces or areas where the figure of the public is completely full of advertising notices. Some examples of these spaces or areas can be the media (through advertisements) as well as the sidewalk or street where advertisements are present everywhere. In addition, spaces specially designated for the consumption of advertised products emerge, such as shopping malls, supermarkets, and businesses.
Advertising is based on the idea or notion that the more a product reaches the public, the more well-known it will become and therefore, the more possibilities it will have to be consumed. But being known is not enough. It is important for advertising to be recognized, which poses a substantial difference. While a known product offers no distinctive element, a recognized product is one that has already been tested and used and that is chosen again by the consumer who obtains it. In this way, the task of advertising (and hence its importance) is to turn a product, an object, a good, or a service into something that stands out from the rest and seeks to reach a certain type of audience.
Interested in creating impactful advertising campaigns that connect emotionally with your audience? Contact us today to learn more about our services and how we can help your brand stand out.
