Why a Successful Advertisement Can Not Bring the Expected Sales - Essay Example

Why a Successful Advertisement can not bring the Expected Sale for a Company? ID Submitted To Why a Successful Advertisement can not bring the Expected Sale for a Company? Advertisements all over the world play a major role at changing consumer insights into a particular product or service for which they are designed, created and executed on a variety of media. Now it is the duty of the advertiser and the advertising agency to mesh the message with the media in such a manner that the brand communication aspect comes out clearly within the advertisement and also there are brand development initiatives which this advertisement brings with it for the company under question. The competitors must be given a tough time by the advertisement so that they could play a positive role towards this brand and bring in much more competitive products in the related marketplace. However for the sake of the brand under examination, we can suggest that a successful advertisement is dependent entirely on the way it is designed, created and executed within the media vehicles, which could be a combination of television, radio, newspapers, magazines, outdoors and Above the line and Below the line advertising regimes. More than anything else, it is the brand (or the product) which plays a quintessential role at making the advertisement successful in the first place. If the brand is of inferior quality and the advertisement made for it is state of the art, then the effect on the target audience is one of confusion. This confusion would only thwart the consumers away from the brand and this deteriorates the success paradigms of the advertisement itself. Thus the advertisement fails in the real sense even though it was termed as a winner in the creative and execution aspects. This indeed is a two way game which needs to be properly understood and addressed to within the related frame of things. The sale aspect for a company comes through its brands. Now it is the duty of the brand marketer or the brand manager to find out on what parameters his brand would be a success in the target market. This would mean that he employs the right mix of ingredients, in terms of colors, audio and visual aspects in the making up of the eventual advertisement for the brand that he is concerned with. This brand manager has to bring about certain changes in his handling of different creative aspects for which he has to keep a close vigilance with the advertising agency team. When the eventual advertisement is created, he needs to choose the media agency or the media buying house that will air the advertisement on the right and chosen platforms at the right time for the right target audiences. This indeed is a hectic process, one that has to be taken care of by the brand team right from the very starting. The brand team must focus on the finer points that the brand brings with itself as well as the creative deliverables which could be had in the wake of the competitive spirit that exists within the related industry. However what the brand team must keep in mind is the way in which the ultimate sale for the brand will come about. This sale is indeed the only yardstick that will essentially narrate the outcome of its success or failure in the related market domains and the campaign which has been designed in the related contexts. There are a number of significant pointers that could be understood from such a study. Firstly, the brand must be strong enough to make it mark within the target market and create its own niche. When a category is set for this brand, then only it can attract the right mix of people who will buy and use this brand again and again and thus would suggest that the advertisement which was made for the brand in the first place is indeed a successful one. Thus this is a painstakingly slow process which could take at least a month to reap dividends. At times the results are speedy and the brand team finds out how good its brand is when the advertisement fails to live up to its expectations which are there in the wake of the success of the brand more than the advertisement itself. One must understand that the advertisement in itself is not the parameter for the success of failure of the brand but the brand with its product characteristics, features, texture and inclination for the target audience in terms of its smell, aroma, color, font usage and other aspects would mean the eventual success of failure criterion for the brand. Also price, place and promotion play significant role in the eventual sale of this brand within the related markets and thus the overall hype which comes with the promotion aspects is one which will make the advertisement successful but does not in any way suggest that the brand would be termed as an instant success or otherwise in the already set target markets. The real aspect of advertising comes when a customer sees the product and/or its advertising on a billboard, neon and/or pole sign or in a press advertisement and stops for a moment glaring at it. After his attention has been drawn to the advertising done for the brand, he reads through the contents that are on display for him. The moment of truth for the advertiser and the consumer is when the latter actually thinks of buying this very product in order to satisfy his needs, wants and desires. This, by all accounts and measures is a difficult proposition to undertake. When the stopping power has played its part at gaining the attention of the potential customer, the different aspects and features of the advertising and the brand itself come under close scrutiny. These aspects are studied upon in detail by the customer as he tries to understand and come to terms with the similar offerings presented by the rival competitors. He is in a constant comprehension of different facets presented by the brand and the advertising which is there for his understanding is in essence making or breaking the sale so to speak. After stopping power has been achieved, the next step is of persuading the customer through the different offerings which are presented by the brand/service. Consumers connect with what is there on the electronic and/or print media for them in the form of a message that says a lot about their preferred brand and lists down the details as to how it could benefit the same person if he or she uses it. This is all the art of selling and it comes under the heading of marketing and for marketing to happen in the first place, advertising is of fundamental importance. Without advertising, marketers can only think of their product lying on the retail outlets waiting for angels to come and satisfy themselves. People need to be told the plus points of their brands (by the company) so that they actually go out and make the eventual purchase which in all fairness, not an easy job for the company, say that is producing a shoe polish which does not stick on to the shoes as much as do the other competitor shoe polishes already available in the market. If the customers do not know or are not given the liberty to comprehend the different features of the brand which is being advertised by the company, they would not make that valued effort on their part and hence the company will be the one to suffer in the end and no one else. This dissertation will aim to explore as to why some advertisements fail to live up to their expectations when it comes to delivering within the markets that have been already been sorted out. This means that there seems a ‘missing link’ somewhere in between the whole discussion which needs to be plugged within the length of the dissertation. Customer behavior is one such aspect which gives a clear cut idea of how things will shape up when it comes to understanding the customer psyche – the way in which customer will respond given different scenarios, market conditions, loyalty levels and so on. This dissertation will further study the manner in which advertisements are made in the different markets where they are targeted as well as find out the exact basis of their success or failure measures. It will closely look at the angles under which scrutiny is made for the advertisements in terms of the public eye and the way in which examination is done indeed as well. More than anything else, there is a need to comprehend the fact as to how ‘success’ or ‘failure’ is defined within the perspectives of advertisements’ ratings and the manner in which these are segregated along in a consistent manner is also of essence. Thus all efforts would be laid on the fact of ascertaining the exact difference between the success and failure measures and the manner in which failure in certain situations could indeed be turned into success. This obviously will bring in efforts from one and all as well as incorporation of more brainstorming regimes, choosing a lot of options, minimizing them within a set period of time as well as other factors which come along the way. Bibliography Agres, Stuart J. (1990). Emotion in Advertising: Theoretical and Practical Explorations. Quorum Books Atton, C. (2002). Alternative Media, Sage Alwitt, Linda F. (1994). Identifying Who Dislikes Television Advertising: Not by Demographics Alone. 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