What is the value of advertising?
Many clients believe that advertising should show the same kind of tangible response metrics that are generated through “web centric” marketing. Even though those metrics do not directly correlate to product sales, the immediacy of click-throughs and self-generated e-mail contacts have undermined the value of advertising and other marketing activities. What should be remembered however, is that advertising can sell product. Advertising can make brands, capture mindshare, and cement brand positioning in ways the Internet cannot. The web and web audiences are mercurial by nature which makes it difficult to prove brand affiliation much less brand retention. Supporting advertising takes long-term investment by clients. Everybody would love to be the next Nike or Sony, but is everyone willing or able to put that kind of money behind capturing marketshare and brand presence? No, obviously not. It would be foolhardy for most to try. But these are just two examples of why long-term commitment to ad campaigns are critical to brand equity and long-term sales success. |
Nowadays,
it’s a question we hear often from the lips of many Ad Managers
and Marketing Directors. With ever shrinking marketing budgets, cost
considerations and media avenues to choose from, the question of the
advertising value takes a presumptive “Return on Investment”
tone.