Building for brands Essay

Today, companies take extreme care when formu ¬lating and executing advertising campaigns. A special attention is given to the message of an ad and its impact on potential consumers. The main ingredients that contribute to a great advertising campaign are a unique slogan (message) and image of an ad. Marketers communicate through a set of meanings and definitions sending particular messages to consumers and controlling the circulation of ideas about a product (Wells et al 2005). The particular slogan, and the way it is presented, depends on the advertiser’s objective, such as Allstate Insurance Company’s ad: â€Å"You`re in good hands†. Slogan is important element of communication because it sticks to consumer’s mind for a long time even if they do not remember the exact image, they remember the slogan. For instance, Nike creates the following slogan for it advertisement: `Just do it! ’ It appeals to potential consumers through emotional response: a common set of meanings derives not only from the language, but refers more broadly to the pattern of beliefs, codes, and feelings on the basis of which people learn to live with their environment. Visual image supports the slogan and appeals to consumers through a visual analyzer. Humor and relevance help to create a unique advertising message and attracts attention. Such ads have greater emotional impact on potential consumers and their decision to purchase. For instance, a slogan ‘Don`t leave home without it` used by American Express, appeals to emotions and feelings of consumers; this slogan is easy to remembers and repeat. Because products are frequently at different stages in their life cycle in various national markets, and because of cultural, social, and economic dif-ferences that exist in those markets, the most effective appeal or selling proposition for a product may vary from market to market. The choice of media is important because it allows a company to influence and apple to different target groups. Media controls the circulation of ideas about a particular product. For instance, radio advertising is inexpensive; the message cannot be passed or reread. TV media is more effective because people and products have a realism. A television advertisement can be timed to the hour, day, week or program. For instance, Raid’s ad: Kills bugs dead` combine both visual and auditory appeal. The ad `You can do it. We can help` used by Home Depot appeals to me in an emotional level. It appeals to the heart of the intended audience. This message of the ad has a significant impact on tastes and priorities creating fashion. It provides potential consumers with human-centered behavior, inconsiderate of any outside consequences, short-term or long-term. The objective of the ad was to attract attention to their brand name and proposed a support in daily problems. In this case, the big idea of advertisement can be compared with a flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen. It is possible to say that consumers â€Å"read† the message hearing or looking at the advertisement. Home Depot did not try to ‘sell’ its products to a potential consumer but proposed a help and support, problem solving and prove their expert knowledge. The target audiences of Home Deport are individual customers and construction companies involved in building repair and reconstruction services. In sum, following John O’Toole (cited Wells et al 2005, p.67) the big idea of an ad can be described as a flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen. Advertising has a great influence on the society as it is often designed to add psychological value to a product or brand, it plays a more important communications role in marketing consumer products than in marketing products. References 1. Wells, W. P. , Mariarty, S. , Burnett, J. (2005). Advertising: Principles and Practice. Prentice Hall; 7 edn.