Rethink your advertising challenge

Text books will probably tell you about three types of advertising objectives: inform, persuade, and remind. Well done, you get full marks for your answer!

Now wake up and look out there. While three types of objectives are still correct, we need to look little higher in the sky. Count on number of channels and number of advertising that you are exposed to everyday. Count on how many times you are pressing that remote console to switch to another channel. Count on how much time you can afford in a day to sit down and watch programs in your favorite channels. Now do the math. How many “informing” advertisements are there? Many, right. How many “persuading” advertisements are there? Probably they outnumber those of “informing” type. How many “reminding” advertisements are there? A lot, correct. So how do you measure the effect that those advertisements have actually informed, persuaded, or reminded whatever they intended to do, unless someone had the opportunity to actually see those advertisements? Do the probability calculation having total number of occurences as denominator and specific occurence as numerator. Evidently, unless we either increase the frequency and spread across media, or infuse radical creativity in our message to create a viral buzz, it would be almost impossible to cut through the clutter.

When textbooks were written, three objectives were appropriate because the underlying assumption was that the audience was going to see the ad. While we will definitely keep these objectives in mind, I think the first challenge would be to design a message and decide on its media decision that would cut through the clutter no matter what your ultimate objective is.


About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia; cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.
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2 Responses to Rethink your advertising challenge

  1. Anwar Hossain says:

    I think the clutter issue is really important at this age of competition, you are right on that. If ads are not creative, cutting through clutter will be difficult, whereas creativity also reduces the need for higher ad frequency. Some ads in our country do exactly this… like the one ad saying in its tagline “koto kotha bolere”.. meaning “oh, how much could they talk”… which I found unique and memorable. Another example could be “gonotantrik phone” meaning “democratic phone”.. thanks

  2. Lasker Niaz Mahmud says:

    Its very difficult to be creative! even creativity and aestheticism are not the same in terms of “commercial advertisement”. Therefore many good advertisement that we can recall easily but cant recall the given messages of those ad. So twist is more important. But its more difficult to create twist rather than increase frequency. But economical factor comes here, and if it is not cost effective then I think small companies should go for BTL marketing in state of ATL.

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