The principles of advertising

“So what can you do for us?” That question must be the worst possible start to any new client meeting. The answer, of course, is "What would you like us to do for you?"

Advertising is not simply about ‘the big idea’ which, in truth, can be nothing but creative self-indulgence. Yes, big ideas make memorable advertising, but that’s not always enough to sell products or put bums on seats. How many times have you and your friends enthused about that spectacular car ad or the one with the break dancing Japanese cowboys and the giant jellyfish, but can you remember the brand, the product or the price?

The truth of the matter is that there are four clear principles to be applied through advertising if objectives are to be achieved:

Increase brand awareness

Build up your brand presence in the marketplace through repetition using various media. This is an expensive process, so you’ll want to get it right.
You will need to be clear what your products are, why they appeal and how much the market will pay for them.
Over time, consumers begin to associate your brand (with all its attributes) to the quality of your product or level of your service.
Eventually, the consumer will remember your brand without a visible or audible prompt of your brand name.
Uplift sales
Remember, when anyone looks at an advert with an offer they think “WHAT’S IN IT FOR ME?” - so make it obvious.
Keep it simple and don’t over complicate a good offer with unnecessary facts or creative. If it’s a 'two for the price of one' offer, say so, loud and clear. If it’s a '50 per cent off' promotion, make sure they know it.
Don’t forget that 'in-store' they are closer to the actual point of purchase, so never miss an opportunity. The same applies to online shoppers.

Drive response

Typically, you want someone to request additional information or make a purchase - and you expect him or her to do it NOW.
The key phrase here is “CALL TO ACTION”. Make it clear if you want them to phone, click or pop in.
Add a sense of urgency by making the offer available 'for a limited period only'.

Raise brand attitudes

Sometimes in the marketplace a brand needs to re-position itself. This could be for a number of reasons, such as raising or lowering price associations, ethics, negativity or, simply, market opportunity.
Your brand should embody everything your company stands for. What you do, sell and demonstrate to the world is wrapped up in it.
Successful brands evolve to keep pace with a changing and ever more demanding marketplace.
Re-branding is a major step, so don’t tread this path lightly. It tells the market that something has changed and everyone has an inner sceptic that feels comfortable with familiarity.