There was a time when I spent the whole semester watching and listening to advertisements on the SABC radio and television. During that time I needed to know the advertisements, to critique them and to comment fully on them if required to do so. This became about the most interesting time in my training. We literally had to learn all advertisements as you would not know which one you would be required to comment on in the examination.
brand savvy with Stha Magida
While I no longer watch television as much as I did then, I still have time to critique the ones I watch. I still remember a few advertisements that were so phenomenal, they would be impossible to forget. I will attend to these later on in the article and perhaps my motivation for the choice of subject today. Before that let me attend to what an advertisement is supposed to achieve.
An advertisement introduces the product to the market. It is the best way of communicating a new product offering to its potential market. It generates interest in the market and it stimulates the need by the customer to purchase the product. Advertisement also helps manufacturers expand their market as advertising is far-reaching and can be heard several kilometres away from the manufacturer and even to the extent of crossing the borders to introduce the product. Increased sales are also a product of advertisements because people get to know the product and often want to sample it. The fact that advertisement serves as a reminder of the product also causes the manufacturer to enjoy repeat purchases. Advertising a company’s product offering can also fight competition. This happens when the manufacturer’s product becomes dominant in the mind of the consumer. As this happens, the competitor’s offerings become remote in the minds of the consumers. Advertisements also improve the goodwill of the company that advertises. The company will seek continuous improvement of their product if they are to continue advertising. A company will only advertise a product that they truly believe in. The dynamic and educative nature of advertising also familiarises the consumers with the new uses of the existing product and gives more information on the old products.
I am almost certain that middlemen do not like extensive efforts by companies to advertise. This really cuts out their role as the consumer is in direct contact with the manufacturer. This means that the consumer can get the product cheaper than when a middleman is involved. On the other hand, advertising becomes a great tool for the internal salesman who must push volumes in order to ensure that the bottom line is at the right place. As the product is sold extensively, it also creates employment when the demand soars. It also creates employment opportunities for those who are involved in the design of the adverts. Talented artists get a chance to exhibit their capabilities. Advertisement reduces the costs of magazines and newspapers to the ordinary person leading to a better flow of information among the people of the particular area where the advertisement is flighted. Advertising also improves the standard of living of the people as they also learn about quality products and endeavour to use them in their day to day lives.
Having said this about the benefits of advertising, I cannot help but mention some great adverts that make a consumer really want to identify or use the brand that is being advertised. Allan Gray takes the cup in my own personal view. It shows the sacrifice that people sometimes have to make in their lives and sometimes when it feels like all hope is gone, something close to a miracle happens. The Letter weaves a love story of patience and commitment. The tag line is always fresh in my mind, “When you truly value something, stay committed.” This awesome advertisement which has won awards advertises an investment company. The other advertisement that I find absolutely great is Free the Joy by Dairy Milk chocolate. I do not have a sweet tooth but if ever I decided to buy chocolate, I would probably choose a Dairy Milk chocolate because of their great advertisement. This article has of course made me nostalgic about by Marketing Communications class. If one could turn back the hands of time… Till next week, keep reading and remain brand savvy.
Stha Magida can be contacted on [email protected]
