The Intangibles of Ad Campaigns

Why are companies spending huge amounts of dollars to advertise

? The answer is simple because they want to make a sale. This simple objective should always be in everybody's mind. When things are complex or when you suddenly lose track of what you want to achieve with your advertising campaign, just go back to the basics: to make a sale.

The problem is not all advertising investment is going to lead directly to sales. Most of the time, marketing campaigns builds on the brand or increases awareness about your products or services. This is the reason why it is sometimes difficult to evaluate the outcome of a campaign because the awareness which is built inside people's minds cannot be quantified. Take the example of 500 business brochures. These business brochures do not directly translate to 500 sales, but the awareness it created in more than 500 people's mind is well worth the investment, yet, unquantifiable.

While your ultimate goal is to make a sale, there are other things that are not easily observed but add up to enhancing the potential to make the sale. The following are some indicators of success that does necessarily mean sales:

Brand Awareness

Your ultimate objective is to make a sale; but in launching a campaign, what can easily be identified as a measurement of success is the awareness it created amongst the minds of prospects. Without people knowing that your company or your brand exists, a sale is next to impossibility. Marketing campaigns geared towards raising awareness are typically focused on increasing awareness over the brand, your company, and how they are different from the competition.

Brand Recognition

Upon creating awareness, you need to consistently repeat the key message to your prospects so that they recognize and remember what you want them to remember. The key toward ensuring brand recognition is consistency. There should be no gaps or your customers will forget the message. On the other hand, it should also not be too much that your audience will feel saturated by your message to the point that they lose all impact. Timing and spacing are essential in delivering a consistent message.

Brand Interest

The first two should build upon the prospect's interest in the business, product or service being advertised. Interest ads should help prospects learn more about the business, the product or the services. The focus of these ads should be how it will address customer needs.

Brand Loyalty

After awareness, recognition and interest comes building loyalty. This is the goal of every business to ensure continuity of operations. Your consumers should not just identify the brand but take proactive steps to continuously patronize the product or the service. Loyalty ads focus on building trust and relationship. Once the connection is established by your previous ad campaigns, you not reinforce this connection by targeting the emotions of customers.

Successful advertising messages are not only about making a sale. There are other intangible benefits that can be derived from launching a marketing campaign such as your brochure printing. This means that your brochure printing does not have to translate immediately to cash; there are things like building awareness, recognition, loyalty, etc. These are unquantifiable factors because they exist in people's minds. Hence, there is no existing tool to measure whatever exists in the minds of people. Call it fringe benefits or perks of advertising. These intangible things add up to strengthening the potential to make something which is definitely tangible; and that is the sale.

The Intangibles of Ad Campaigns

By: Michelle White

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