How Effective Advertising Can Influence People

1. HOW EFFECTIVE ADVERTISING CAN INFLUENCE PEOPLE Advertising is imperative to the product and creating a brand image of a company. It is the tool in marketing which makes the consumer identify your product and influences him to buy the product. Advertising should be strategized for it to capture attention. The message sent across should be clear and concise. The positioning is only effective if the advertising is done strategically. For instance, if we are asked to name a black drink, instantly we would think of Coca- Cola, thanks to their brilliant all pervasive positioning and advertising. Just because a brand has to look good does not mean the message sent across should not be credible. Besides being unique in its name and product, it should also be memorable and true to its message. The advertisement should create need for the product. Imagine you are watching TV and an ad of a beauty product comes on TV. The ad is not like the usual products that makes your skin fair. It shows how unavoidable pollution is and how it can damage your skin to the extent of it breaking out or looking dull. You usually are the kind of consumer who believes the less product used on the skin the better it is. But this particular ad catches your attention. They are giving away a blotting paper test with every product of theirs so you can test it yourself to see how much of the pollution has settled onto your skin in a day. The ad doesn’t guarantee fairness, it guarantees removing impurities from your skin. This ad interests you. You think to yourself-‘They wouldn’t advertise so heavily if they did not believe in the product.’ This is positioning of the product. This ad has managed to make you think and consider your choice of products you use in your daily life. Maybe you will not go purchase the product instantly, but the next time you go to buy your essentials, you will consider buying it.

2. Not all brands have a very high end budget. At the initial stage everyone is looking to cut down on their expenses. This should not deter a company as there are many ways to market a product efficiently. One very important nature of effective advertising should be repetition. In the above example of an ad of beauty product, if you just see the ad once there may be a chance you forget about it the next time you go to purchase your essentials. Positioning takes time. The advertisement should be repetitive over a period of time so it reminds the consumer of the existence of the product. According to research by Herbert Krugman, three exposes are enough for an effective advertising. First one draws the attention of the consumer. Second expose will stimulate likeness to the product and the third will persuade the consumer into buying the product. According to your budget you can draw a media schedule for ad frequency and memorability. Another way to ensure a compelling message to be sent across is viral marketing/word of mouth. It is known to be the most effective way to advertise a product. This captures high audience attention which is usually friendly and also has strong credibility. Although the initial idea of what can go viral can be hard to crack but once the message spreads like fire, there is no stopping it. A few years back, a song ‘Kolaveri Di’ had caught the entire country’s attention and the viral song was on top charts for weeks to come. Sony also claimed that had they capitalized on the popularity of the song, they could have made millions! Advertising is not an easy task. Many products become infamous because the message is perceived in a wrong way by the audience. There are professionals who specialize in marketing your product right and using their creative process to help your product launch itself in the right way in the market. So you should use these marketing and advertising agencies to the fullest and try to strategically place it in the consumers mind. So go ahead and make yourself a brand like the beauty product that compels your audience to turn their apprehension into having faith in the product.