“The only worthwhile test of an ad or a movie or a book is how it does in the real world with real people.”
Mike Hughes, President/Creative Director at The Martin Agency, from Foreword of “Hey, Whipple, Squeeze This!” by Luke Sullivan
When you think about advertising, is there a memorable TV commercial or magazine ad that comes to mind? Maybe you remember it for its brilliance or its comedy, or maybe it was just so atrociously bad you vowed to never come within ten feet of that product, let alone ever want to spend any of your money with that company. The point is, there’s a lot of power in advertising. And harnessing that power can be a useful tool for companies looking to engage with their audiences in fresh and exciting ways.
So, what is it?
Chances are, unless you’ve never watched TV, used the internet, listened to the radio or opened a newspaper, you’ve been exposed to advertising. It’s where we drive, live, eat and play. And that’s exactly why your business might need it. Advertising helps you deliver compelling messages to your audience at the right time and place to encourage them to perform the action you want.
Advertising provides a direct line of communication to existing or potential customers about your product or service. It can be used to inform people about a general brand, initiative, product launch, event or any other number of things related to business, sales and marketing goals. Advertising uses a broad range of every possible media to get its message heard, seen and absorbed. This can be through video (television, YouTube, etc.), print (newspapers, magazines, direct mailers, etc.), radio, online (display, social media, etc.) and digital environments, experiential marketing (events, stunts, installations, etc.), contests, sponsorships, posters, clothing or merchandise and even people.
Who does it?
The advertising industry is a diverse field operating everywhere around the world. It’s made up of agencies and in-house marketing teams that develop the strategies and create the work, media platforms that broadcast the work and a whole slew of people who perform brand management, research, public relations, media buying, reporting, design and development work, project management and more for a diverse range of clients and projects.
Why do we do it?
Advertising serves many purposes, and can range in effectiveness—based on how good the creative, strategy and executions are.
Here are a few things advertising can help you with:
- Increasing awareness of your product or service
- Persuading people that your company’s product or service is right for their needs
- Creating awareness of a problem that your product or service solves
- Enhancing the image and perspective people have of your company
- Announcing new products, services or events
- Helping customers take the next step, whether that’s requesting more information or completing an order
Success starts with the experts
At the end of day, advertising is for your company. The work that gets done needs to align with your goals. Vende’s team has worked on both sides of the industry, and we understand what connecting with advertising experts can do for your business. We have the necessary resources and expertise to help you find the right people to help you succeed.