Entrepreneurs and marketing managers want the advertising they order to be creative, solid and selling. It is not surprising that they are inspired by examples of advertising of large brands, like Steve Jobs, they try to invent their own big idea, or expect it from hired advertisers. It would seem, who else to learn from, if not from companies that have achieved worldwide fame and sky-high capitalization?
And here we come across a tricky pitfall that has shattered many entrepreneurial dreams. The fact is that there are two types of advertising:
1. image;
2. commodity.
In this article, we will analyze the tasks, pros and cons of these two types of advertising. You will decide for yourself what kind of advertising you need at the moment.
Image advertising: goals, objectives
This type of advertising is aimed at forming the necessary attitude towards the brand. Hence its name. The tasks of image advertising are as follows:
1) Increase brand awareness. People trust those they know more. This principle has been working since ancient times - we subconsciously divide the world around us into "ours" and "foreign", "familiar" and "unknown". The brand's task: to become one of our own.
2) Convey the brand's mission. For example, Nike's mission is "To bring inspiration and innovation to every athlete in the world." This company's commercials glorify human willpower, motivate people to win, and whatsapp numbers usa encourage them to step out of their comfort zone. For example, in the famous "No Excuses" commercial, a Paralympian shows off his amazing ball skills. This is how Nike promotes the cult of willpower and love of life.
3) Prevent competitors from taking their place. Some experts also highlight the protective function of image advertising. If a certain brand's advertising does not appear on billboards, its place in the media space will be taken by competitors.
4) Remind others of yourself. Brands never disappear from the media space and physical environment for long. Every now and then, another corporation will burst out with some advertising creativity that will rip off the Cannes Lions.
5) Increase the cost price of the brand . It is logical that a well-known brand costs more than a no name product of the same quality. People are willing to pay more for the products of a well-known manufacturer than for a "pig in a poke". Everyone understands that a world-famous company will value its reputation and try to maintain quality at an acceptable level. Therefore, for example, in Toyota cars the markup for the brand is about 40%. That is, having bought a car for 2 million rubles, you will pay 800,000 rubles only for your right to "Drive a dream".
6) Fix a damaged reputation. For example, Nivea had a scandal with an unsuccessful advertising campaign "White means clean". However, with the help of well-thought-out image advertising, advertisers managed to achieve that users associate this company with tenderness, cleanliness, care, and not racism.
7) Create positive associations with the brand. Coca-Cola has been particularly successful in this. Who doesn’t remember Santa Claus racing behind the wheel of a Christmas truck decorated with garlands?