"There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster."                                                                                                                                                                                                                                                                                                                            - Jerry Della Femina

The heart and soul of success in business is people’s emotions. The understanding and influencing them govern people’s choices and decision-making about a brand.

Companies fight for good customers’ experience and perception of the brand which influence their behaviors and build good memories and feelings in order to achieve their loyalty. According to statistics , the recent US advertising spending with USD 190.8 billion dollars would further grow to USD 724.1 billion by 2020. A good commercial can turn even small business into a giant. 

A classic example of effective advertising campaign  is “Got Milk?”

It was aimed at increasing milk consumption which was getting less every year. The strategy of changing the public’s behavior regarding milk was successful. One year after the campaign had begun, milk sales in California increased by 7 percent. This campaign had a 97 percent awareness rate in California.

Another great example of a successful advertising campaign is Apple, "World Gallery," U.S. (according to CNBC ). Apple created a campaign with pictures by real people and put them on billboards around the world. Apple claims that 24,000 "opinion leaders" mentioned the campaign and that 95 percent of mentions on social media were positive.

Apple World Gallery advertising

Effect of advertising for both small and large businesses is significant. According to the International Advertising Association , commercials can encourage companies to compete and provide new products, and consumers - to buy these products, as they meet certain needs and desires. 

However, this doesn’t mean the information given in ads corresponds to reality. In review about Mypillow, a person shares a situation when she saw an ad of a pillow for $19.95 and ordered 2 of them. The pillows arrived, but they cost $109. The customer was unsatisfied with the quality and the final price. The review says,

"I advise anyone to use caution when purchasing these because Mr. Lindale appears to mislead his customers". 

Companies use the effect of advertising to differentiate and create a unique brand and image in the market. Companies are eager to conduct the most effective advertising campaigns, as they have significant influence on people’s perception of the brand. People are worried about how advertising works and impacts children and they criticize commercials featuring bad behavior. Little Caesar's #1 Dad Pizza commercial caused great resonance. 

In this Facebook comment,  a person is unsatisfied with how the child acts. The review says,

"No one I know would ever let their child act that way towards them - rude and ungrateful".

He/she admits that it’s neither funny nor acceptable. This person says that she/he will never eat there.

People find this commercial offensive, degrading to Fathers, and uncomfortable to watch. This reviewer wrote about Little Caesar's #1 Dad Pizza commercial,

"There is no worthy purpose in airing this commercial: to see a child demean his father in ripping off the #1 sign off his father's hat, is so uncomfortable".

A person asked to take down that commercial. 

Next reviewer sees this commercial as a complete insult to working parents. He/she thinks the company should apologize to all parents. 

Another review about Super Bowl ad also shows negative effect of advertising.  The person says,

"I do not want to hear a company’s political views in a television commercial while I am watching a football game or anything else".

He admits that "most car company ads are about advantages of buying their car rather than blather about some issue." As a result, he/she decided to cancel the order of the car. 

Big companies also make mistakes by launching certain kinds of advertising campaigns. As an example, people are outraged by Pepsi's new ad starring Kendall Jenner.  

The commercial depicted Kendall Jenner walking through a protest and handing a police officer a can of the soda. In this Twitter comment, a person wrote that "I'm boycotting all Pepsi products until they apologize for this blasphemy." As a result, the video has been removed from Pepsi official YouTube channel. The company stated on their website:

"Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position."

It is not a secret that 99% of new businesses fail in first 10 years. Critical factors of business success drive the strategy forward, or break it. It is good to start prepared and analyze the following factors that influence success:

  • Demographics (meeting needs of special type of people who are the nearest potential customers). 
  • Competitors (knowing their location data, advertising campaigns and strong sides which helps to find potential hotspots).
  • Overheads (paying reasonable or cost effective commercial rents for facilities and premises).
  • Transport availability (considering the ease of accessing major roads, railways or airports for distributing goods). 
  • Workforce (basing and location planning for suitable staff to easily get to work). 
  • Successful advertising campaign (introducing your product, finding a target audience, highlighting the product or service against that of competitors).  

When launching an advertising campaign, it is good to take into account the following:

  1. Timing

    The time an ad is broadcast or run may effect a particular response level. Use demographic information and sales results to help you determine how advertising works at definite time to run your ads for your audience.

  2. The tone or look of the message

    Images, type size, white space, color, the length of broadcast ads and ad location should be considered.  

  3. Social Media

    Social media became one of the best platforms for promotion. According to Wordstream.com statistics , 2 million businesses use Facebook for advertising. 93 % of Pinterest users use the platform to plan or make purchases. 59% of Americans with social media accounts think that customer service through social media has made it easier to get questions answered and issues resolved.

  4. Feedback

    People’s opinion can be used to make advertising work.  An ad can cause a great deal of discussion. It is good for companies to get and analyze people’s feedback like Domino’s Pizza did. They decided to improve their pizza and asked customers for feedback. 

    The company put all of the feedbacks to use. Positive transparency is very important in business and helps to succeed.  

  5. Market research and statistics 

    It is a challenge to estimate how advertising works and their effects. In order to do this, you need to:

    • Keep records of ads, assess ad quality (costs) against sales volumes for an extended time period. 

    • Keep records of all forms of advertising, by date (monthly, quarterly or semi-annual blocks). 

    • Record the cost.

    • Make weekly comparisons.

    • Look through statistics, market trends, and researches which you can find on the web sites like this one https://www.statista.com/topics/1293/market-research/. 

    • Measure how your Internet advertising works by counting how many people have come to your website via each ad.

    • Name each source (channel) to distinguish it from another, by inserting the variable component (color scheme, image, placement, etc.) or by using campaign codes in the URLs of clickable messages.

  6. Techniques
    Appropriate techniques draw attention, engage minds, trigger emotion and change popular perceptions. 

The most popular and common ones include:

  • Creating an interesting character.

    A number of the most memorable advertising campaigns in the world were built around invented characters. However, not all such characters reflect brand personality, appearance or values.

    Sometimes, the effect of advertising can be directly opposite to what is expected. Many people didn’t like the commercial with Colonel Sanders.

    The reviewer on website pissedconsumer.com describes KFC ad like "creepy and disrespectful". This person stated that he/she "loved the real Colonel Sanders commercials". But the new one he/she asks to improve. He says, "I will not patronize them again until they retract those awful commercials".

  • Personification (giving a product or service human abilities, like emotions, thoughts or speech). A good example here would be by Aldi's Christmas Advert where a carrot was personified to expressed its thoughts.

  • Exaggeration (taking the primary concept to the extreme, pushing it beyond reality and reason). Doritos have some pretty creative commercial advertisements. This one is very entertaining as it shows how hungry people are for Doritos. Actions are exaggerated, but very funny.

  • Emotion. Music, images and themes (weddings, families and relationships, kids, animals, etc.) are great tools for triggering positive feelings that could be transferred to a brand, product or company. Chevrolet Commercial "Maddie" compares a car and a puppy as the best friends for journey.

  • Testimonials. Real customers, experts and/or celebrities can influence potential consumers with their knowledge and bring in instant recognition. Celebrities do bring instant recognition. The Apple Music ad with Taylor Swift has more than 19 mln views.

The most important factor of business success is the recognition of advertising as the main step in the total process of product promotion. To sell something, you need to let people know about it. Commercials help reach majority of people, get great benefits like increasing brand awareness and revenues.

Selecting the rightest commercial is crucial for business success. Effective advertising campaign is a must do for companies. All of the factors of business success mentioned above are essential to turn your business to market leader.

Legal disclaimers:

1. While every effort has been made to ensure the accuracy of this publication, it is not intended to provide any legal, medical, accounting, investment or any other professional advice as individual cases may vary and should be discussed with a corresponding expert and/or an attorney.

2. All or some image copyright belongs to the original owner(s). No copyright infringement intended.

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