MOST
people think that advertisement does not really affect their decisions. They
think they ignore it and make up their own minds. Money-wise business
executives know better.
people think that advertisement does not really affect their decisions. They
think they ignore it and make up their own minds. Money-wise business
executives know better.
Today’s advertising industry is the most
potent and powerful mass marketing and merchandising instrument ever devised by
man. — Paul Stevens, writer of television commercials
Throughout the world, these men hang their fortunes on
tremendous advertising budgets. They build wants and sway our thinking in ways
that we may not even realize.
Advertising
messages strike our eyes and ears from all directions—from newspapers,
magazines, television, radio, billboards, buses, subways, taxicabs, river
barges, T-shirts, and from other sources too numerous to mention. It has been
estimated that Nigerian encounter over 1,600 advertisements a day.
messages strike our eyes and ears from all directions—from newspapers,
magazines, television, radio, billboards, buses, subways, taxicabs, river
barges, T-shirts, and from other sources too numerous to mention. It has been
estimated that Nigerian encounter over 1,600 advertisements a day.
“I
would guess,” mused Jack Smith, writer of a lighthearted column in the Los
Angeles Times, “that the average American takes in more words every day
from advertising than from any other source, including news, books, magazines,
and his or her spouse.”
would guess,” mused Jack Smith, writer of a lighthearted column in the Los
Angeles Times, “that the average American takes in more words every day
from advertising than from any other source, including news, books, magazines,
and his or her spouse.”
Worldwide,
manufacturers seek new ways to persuade you to buy. In Nigeria alone a single
soap manufacturer, spent N150, 000,000 on advertising it product alone,such
sums would not be spent if they did not produce results.
manufacturers seek new ways to persuade you to buy. In Nigeria alone a single
soap manufacturer, spent N150, 000,000 on advertising it product alone,such
sums would not be spent if they did not produce results.
Paul
Stevens, a television ad writer, said in his book I Can Sell You Anything – That Advertising tells you what to buy, how to buy, and why to buy any particular
brand or product. The thing that amazes me is that it continues to work.” In
his best-selling book The Hidden Persuaders, Vance Packard wrote: “The
result is that many of us are being influenced and manipulated, far more than
we realize, in the patterns of our everyday lives.”
Stevens, a television ad writer, said in his book I Can Sell You Anything – That Advertising tells you what to buy, how to buy, and why to buy any particular
brand or product. The thing that amazes me is that it continues to work.” In
his best-selling book The Hidden Persuaders, Vance Packard wrote: “The
result is that many of us are being influenced and manipulated, far more than
we realize, in the patterns of our everyday lives.”
Such
advertising is most effective when it deals with non-urgent needs. A man who is
hungry does not need to be told that he needs food. But the man who already has
a perfectly good car has to be tempted if he is to go into debt to buy a new
one.
advertising is most effective when it deals with non-urgent needs. A man who is
hungry does not need to be told that he needs food. But the man who already has
a perfectly good car has to be tempted if he is to go into debt to buy a new
one.
Unimportant Differences
Much
advertising is truthful, direct, straightforward, and honest. It can be
amusing, charming, and delightful. It can provide valuable information—telling
you what a product will do, how much it costs, where to buy it at a lower price.
advertising is truthful, direct, straightforward, and honest. It can be
amusing, charming, and delightful. It can provide valuable information—telling
you what a product will do, how much it costs, where to buy it at a lower price.
As
an advertiser you must sell products little different from your competitors’
products. There really is not a great deal of difference between many brands of
gasoline, cake mixes, soaps, detergents, gala or even automobiles. But
manufacturers must sell their brand. Tremendous sums of money are
involved. Thus, advertising people are under great pressure to come up with
successful campaigns.
an advertiser you must sell products little different from your competitors’
products. There really is not a great deal of difference between many brands of
gasoline, cake mixes, soaps, detergents, gala or even automobiles. But
manufacturers must sell their brand. Tremendous sums of money are
involved. Thus, advertising people are under great pressure to come up with
successful campaigns.
How you can convince Mr A that Brand X is better than
Brand Y when the two brands are almost identical?
Brand Y when the two brands are almost identical?
You may start by convincing him/her that owning
Brand X is more pleasurable and that nicer people use it, or that it gives some
vague and unspecified advantages.
Brand X is more pleasurable and that nicer people use it, or that it gives some
vague and unspecified advantages.
Laboratory
tests show that all brands of gasoline having the same octane rating perform
essentially the same in an automobile engine. So one brand promises “happy
motoring,” while another advertises “fast starts.” One major oil company
bypassed the whole matter by advertising: when it says put a tiger in your tank. Now, everyone knows they were not really
selling tigers. But the slogan was translated into many languages, and sold a
lot of gas.
tests show that all brands of gasoline having the same octane rating perform
essentially the same in an automobile engine. So one brand promises “happy
motoring,” while another advertises “fast starts.” One major oil company
bypassed the whole matter by advertising: when it says put a tiger in your tank. Now, everyone knows they were not really
selling tigers. But the slogan was translated into many languages, and sold a
lot of gas.
Think
about what the adverts really say. Are they claiming that their product is
“different”? Of course it is! Perhaps it has been dyed brown, while the competing
product is blue. It may also have more important differences, but “different”
does not necessarily mean better. which
brings us to …….
about what the adverts really say. Are they claiming that their product is
“different”? Of course it is! Perhaps it has been dyed brown, while the competing
product is blue. It may also have more important differences, but “different”
does not necessarily mean better. which
brings us to …….
What
does “better” mean? Better than it was last year? Better than a competitor’s
product? Better than one that sells for only half as much? A claim that is not
specific probably does not mean much but has so much power
does “better” mean? Better than it was last year? Better than a competitor’s
product? Better than one that sells for only half as much? A claim that is not
specific probably does not mean much but has so much power
Being Trick with Words
As
an advertiser, there are tricky little words that you hope your buyers will
overlook. Think, for example, of the wonderful little word “helps.” A manufacturer says his product
“helps keep you young.” Why doesn’t he say it “keeps you young”? Because it
doesn’t. He counts on your overlooking the little word “helps” and remembering
only the promise of youth.
an advertiser, there are tricky little words that you hope your buyers will
overlook. Think, for example, of the wonderful little word “helps.” A manufacturer says his product
“helps keep you young.” Why doesn’t he say it “keeps you young”? Because it
doesn’t. He counts on your overlooking the little word “helps” and remembering
only the promise of youth.
Consider,
too, the little word like. Is a
glass of Portuguese wine really ‘like taking a trip to Portugal’? Hardly! But
you are transported in thought to a romantic foreign place. Moonlit nights and
graceful dancers are not bottled in the wine, but that marvelous little word
“like” can help you as an advertiser establish an aura that your product would
not otherwise have had.
too, the little word like. Is a
glass of Portuguese wine really ‘like taking a trip to Portugal’? Hardly! But
you are transported in thought to a romantic foreign place. Moonlit nights and
graceful dancers are not bottled in the wine, but that marvelous little word
“like” can help you as an advertiser establish an aura that your product would
not otherwise have had.
What
does a promise of “as much as 20 per cent more mileage mean”? Advertisers knows that when most people hear the “20 per cent,” not the qualifier. They are not
promising you 20 percent, or even one percent. The problem is that we want
to get 20 percent more mileage, and that is what we hear.
does a promise of “as much as 20 per cent more mileage mean”? Advertisers knows that when most people hear the “20 per cent,” not the qualifier. They are not
promising you 20 percent, or even one percent. The problem is that we want
to get 20 percent more mileage, and that is what we hear.
Advertisement could be very profitable if well evaluated and also it could amass wealth for the company if they undergo the principles necessary…
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