Kyaw Swar - Key Marketing Terms

Most people, including myself, love and hate advertising. I often watch a new print ad for Absolut Vodka with delight. I also enjoy the humor and sexiness of British ads, and French ads. Some of the commercials and commercial tunes even stick in my mind. But

I don't like most advertisements. I don't like them, I'm often indifferent to them. Some advertisements are not only annoying, but also infuriating.

A good advertisement should not only be creative but also sell the product. Creativity alone is not enough. Advertising art uses the creative arts, but it must be more than just the creative arts.

William Bernbach, former head of Doyle, Dane & Bernbach, once said, “Information alone is not enough in an advertisement. Remember that Shakespeare used overlapping plots, but he was able to convey his message to the reader’s mind.”

Even the most successful advertisements need to be refreshed. Otherwise, they will become stale over time. Coca-Cola can't keep its audience captivated with slogans like "The Real Thing", "Coke Is It", "I'd Like To Teach The World to Sing". An advertisement can become outdated over time.

Advertising gurus differed on how to create an effective ad. Rosser Reeves of the Ted Bates & Company advertising agency preferred to associate the brand with a single benefit. For example, in the R-0-LAIDS Spells Relief ad. Leo Burnett preferred to create a character who reflected the benefit or personality of using the product. For example, in the Green Giant, the Pillsbury Doughboy, the Marlboro Cowboy. The Doyle, Dane & Bernbach advertising agency preferred to create ads that told a story about how using a product could solve a problem. For example, in a Federal Express ad, a person worried about receiving an item on time was assured that FedEx would fulfill his desire.

The purpose of advertising is not to simply present information about a product, but to sell customers a solution to a problem or a dream. Try to fulfill the customer's desire in your advertising. This method is also used in Ferrari, Tiffany, Gucci and Ferragamo advertisements. Ferrari car advertisements depict three customer dreams: admiration, freedom and heroism.

Charles Revson, founder of Revlon, once said, “We make lipsticks in factories. We sell hope in advertising.”

But this promise of dreams coming true only serves to increase public skepticism about advertising. It is thought that choosing a car or a bottle of perfume because of an advertisement is of no use. As humorist Stephen Leacock put it, “Advertising can be defined as the art of capturing people’s imaginations for the sake of making money.”

Advertisements mainly serve to make people aware of a product. Sometimes they also provide information about the product. However, they can only sometimes help to choose the advertised product over other similar products. What is more, they can also increase the sales of the product. Therefore, advertising alone is not enough to increase the sales of a product.

You may also need to implement other sales promotion programs. You may need to appoint a sales representative who can explain in detail the benefits of using the product.

What's worse is that many ads are not creative and most of them don't leave a lasting impression. Take a look at car ads for example. Typically, a car ad will show a new car driving up and down hills at about 100 miles per hour.

We don't have mountains in Chicago. The speed limit is 60 miles per hour. And I don't even remember what kind of car it was advertised for. In short, most of the ads are a waste of companies' money and my time.

Most advertising agencies blame the advertising companies for the lack of creativity in their ads. Advertising companies often ask for three types of ads: mild, medium, and severe. However, they often choose the one that seems the mildest and most reliable of the three. Therefore, it can be said that the advertiser also plays a role in the lack of good ads.

Companies should consider whether spending money on advertising will increase customer satisfaction, or whether that money would be better spent on producing better quality products, improving the company’s services, and strengthening its brand. In my opinion, companies should spend less on emotionally appealing to customers through expensive advertising programs and more on creating products that are consistently good. “The better the quality of the product, the less you can spend on advertising.” Customers who are satisfied with the quality of the product will advertise better.

The more you gain the trust of your customers, the less you can spend on advertising. First, most of your customers will come back again without you having to advertise. Second, satisfied customers will advertise your product for free through word of mouth. It is important to note that commercial advertising is effective at attracting bargain shoppers who do not usually shop at the same store but shop at every discount store.

There are many people who love advertising, whether it works or not. My friend and mentor, Dr. Steuart Henderson Britt, is a firm believer in advertising.

“Doing business without advertising is like staring at a girl in the dark. You know what you're doing, but no one else knows,” he said.

For me, it’s advertising. But I’d suggest trying to make it a good one. “Never write an ad that your family wouldn’t want to read. I’d never lie to my wife, and I won’t lie to my wife,” David Ogilvy once said. Ogilvy also criticized advertisers who were only interested in making good ads that would win awards and were not interested in the original purpose of advertising, which is to promote sales. “Today, advertising has fallen into the hands of advertisers who don’t know what promotion is, but are only interested in making a name for themselves and selling their skills to advertisers for money,” he said.

Advertising enthusiasts can point to many examples of how advertising works. There are many examples of Marlboro cigarettes, Absolut vodka, Volvo cars, and so on.

Those who oppose the overreliance on advertising can quote the words of John Wanamaker, a department store owner. He once said, “I know that half of the money I spend on advertising is wasted. But I can’t find out which half is wasted.”

When planning your advertising, you should think about it based on the five “Ms.” The five “Ms” are: Mission, Message, Media, Money, and Measurement.

The mission of advertising can be one of four objectives: to inform, to persuade, to remind, and to persuade customers to buy the product. If your product is new, you can inform or persuade. If it is an old product like Coca-Cola, you can remind them to remember the product. For some old products, you can encourage them to buy.

The message of the advertisement should clearly convey the unique and special qualities of the product through text and images. Whatever message you use, you should test it beforehand to see if it is well understood by your target audience using the questions below.

You must also carefully select the media that will deliver the most value for your money to your target market. Now, in addition to traditional media such as newspapers, journals, magazines, radio, television and billboards, there are many other forms of media such as email, fax, digital magazines, etc., so choosing the right media has become a major challenge.