Traditionally, the job of advertising
was to sell a product. A manufacturing facility was available, producing
a certain product, and advertising was supposed to create consumer demand
and, thereby, produce sales. Conventional wisdom says that the consumer
has a need, which should be fulfilled by a product. Thus, advertising was
meant to attract the consumer's attention by yelling ``Hey, this product
satisfies this need of yours. So, come and buy.'' And, if you have the
second or third or sixth brand in the category, you claim that your product
''satisfies that need better than others, because of its special attribute,
the USP (unique selling proposition)''.
Going a step backward, this classically
translated into a company's probable strategy formulation process, as follows:-
-
identify a consumer need
-
develop a product to satisfy that
need
-
go to town with your product,
and its USP, wait for the market to develop
-
or, wait for others to develop
the market, then jump in with a "better" product, and hope for brand switching
by the consumers.
However, over the years it has become
evident that the leading brand in any category is almost invariably the
first brand to enter the target consumer's mind. This has been encapsulated
very succinctly in their "Law of Leadership" by Al Ries and Jack Trout,
two of the world's most successful marketing strategists.
There are numerous examples world-wide
to substantiate the above, like IBM in computers, Coca-Cola in cola, Hertz
in rent-a-cars, Xerox in copiers, Kleenex in face tissues and so on.
This does not, however, mean that
a later entry into the prospect's mind has no chance in the market place.
The trick is to set up a new category, where you can be first in. And,
more often than not, this would mean creating a need in the prospect's
mind, (as distinct from satisfying an existing need). If IBM became a big
success in computers, Cray created the Supercomputers category and are
today world-leaders by miles. Digital Equipment pioneered the mini computer
concept that became a runway success.
When a brand tries to communicate
that it is better, it is starting difficult fight. But, everyone is interested
in what is new, and have an open mind regarding categories.
But let us come back to the subject
of advertising. Being physically first in the market place, or in the category
would not be of much use, unless one is first in the prospect's mind. Being
first in the mind is the crux of marketing. And this is where the significance
of advertising comes in. The importance of advertising today is more than
ever before, ``because marketing today is a battle of the mind, a battle
of perception, and not a battle of products,'' as stated by Ries and Trout.
A revolutionary product or concept
will not get anywhere without great advertising. It is great advertising
that gets the idea into the prospects' mind.
So, how does one create great advertising
?
Advertising is the process of
getting an idea about a brand into a prospects' head, such as to move him/her
rationally or emotionally (preferably both) towards purchase. Advertising
is the key in the projection of a brand's "personality", which is a totality
of a set of values offering functional and psychological benefits to the
consumer.
The initial impression created by
an advertisement can be the deciding factor in projecting a favourable
image of (and attitude towards) the brand. This is because the first meeting
of the consumer and the brand is usually via an advertisement. This is
the start of the relationship. Subsequent purchase and use of the brand
should confirm the image created by advertising, to cement the relationship.
Even after trial and satisfaction, advertising plays the role of sustaining
a favourable image, and reinforcing the original impression.
Brand distinctiveness is also maintained
through communication consistency in reinforcing the brand identity. As
mentioned earlier, it is the perception in the prospect's mind that is
critical. This perception is created, maintained and reinforced largely
(though not solely) by advertising.
So, how do you create or judge great
advertising ?
A study of campaigns that have succeeded,
and others that have failed, in India and abroad, have helped in distilling
the following five principles.
-
Singularity - the big idea
One single bold exciting unexpected
stroke, concentrating on one key concept exclusively linked to the brand,
is what works.
The advertisement must create a benefit
that is exclusive. Whether the benefit is unique or not, its expression
must be.
The advertising must involve the prospect
and reveal the advertiser's understanding of and sympathy with his lifestyle
and aspirations.
The advertising must feel genuine. In
fact, a does of honesty or candour can be disarming. By admitting a negative
(which is instantly accepted as the truth), the chance of the positive
claims being accepted are brightened considerably.
The expression should be simple and
unambiguous. Too many ideas and thoughts tend to confuse and complicate,
and thereby lose the consumer's attention.
Besides each advertisement adhering
to the above five golden rules (if I may coin this phrase), consistency
of communication must be maintained to ensure that each advertisement helps
to build or reinforce the desired brand personality. |