(1) Advertising: Advertising Campaigns

In one of my first meetings as Head of Advertising with the management team, I proposed a radical shift in the advertising policy they’d followed until then. I broke down what needed to be done and the mistakes they were making. My review went something like this:
 
1. Advertising Campaigns
 
To inform about our products, persuade potential customers to buy them, build a strong brand image, and encourage loyalty, we need advertising campaigns. These involve using multiple media channels with a unified message delivered simultaneously, along with repeating those messages. As experts know, “repetition is the fuel of advertising”—without it, the desired effect is unattainable.
 
Yet sales managers and salespeople tend to settle for one-off actions. For press, they think a single ad is enough; for radio, they believe 20 spots spread over a month across two stations suffice, and so on.
 
(To be continued…)
 

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