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Discussion in 'Growing and Managing a Business' started by 60degreeDigital, Jun 23, 2015.

  1. 60degreeDigital

    60degreeDigital
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    I some time wonders, as to why business houses invest so much in advertisements. What actual purpose they are serving for them. Is it that they really want to have their product name or services embedded into our subconscious mind.
    So that whenever we are looking for that particular product or services, there company name should be of our default choice.
    By having their advertisements published & telecasted thousand of times through different media, they are actually playing with our minds.

    We humans make our perception about anything by seeing, reading or hearing about them. Our natural inclination would be towards that for whom we are aware or knowledgeable about.
    Well, that's what advertisement is about, banking our mind with knowledge & temptation.

    I might be wrong about this, as this is only my point of view. I would love to hear from you people about your point of view, suggestions, comments or anything that you would like to add about it.



    Thanks.....!!!
     
  2. Damien Lee

    Damien Lee
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    You've pretty much answered your own question. Advertising does embed itself in our subconscious mind without us realizing it. That's the reason why so many large corporations spend millions on advertising campaigns. An ad needs to be seen anything from 5 - 9 times by an individual for it to start taking effect. That doesn't mean that this individual will go out and by the product that is advertised, but will at least start elevating the brand in his or her subconscious.
     
  3. Joseph.Shivell

    Joseph.Shivell
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    Television, radio, and print advertising is not, for the most part, targeted to buyers of the particular product or service being advertised. They can be targeted to a specific demographic, but for the most part, viewers or readers of the ad are not looking for the product/service being advertised at the moment the ad is seen. This is why you see or hear the same commercial several times - because, as you said, they want their name uppermost in your mind when you need their product/service. Airing the same commercial "thousands" of times means there is also a better chance that, when you do need their product/service, you will see their ad.
     
  4. Business Attorney

    Business Attorney
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    It really depends on the medium. It is true that most TV advertising falls into the category you describe, basically long term branding. Most newspaper advertising, on the other hand, aims to get you to buy a particular product. Radio advertising seems more evenly divided, although as a mass media (albeit generally on a local basis), it does tend a little more to the branding side.

    When I first started using the Internet 20 years ago, most advertising seemed to be branding. There were a lot of banner ads with no direct "ask". Along the way, as e-commerce became more of a force, the ads seemed to shift dramatically to product sales or other direct response. With increased computing power and download speeds, the branding ads have returned in recent years with a vengeance. Now many sites have the same types of car commercials, movie trailers and consumer goods advertisements that you find on TV. It has come full circle.

    But the answer to your question about why businesses spend so much money on advertising is because it works. Branding increases unit sales and usually allows a company to price a branded product higher than a non-branded product even if there are no basic differences between the two products.
     

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