subject: Advertising - Its Impact On Customers And Brands! [print this page] The main objective of an advertising campaign is to draw attention of the target audiences and influence their buying behavior through a persuasive brand message. An advertising message of a brand may influence the customers in various ways. The advertiser spends a handsome amount of money to promote his brand in the most creative or innovative manner to the target group. In other sense, advertising is an investment with a sole objective to draw more revenue once the campaign becomes a hit.
Advertising can benefit an individual, organisation, a brand, service, idea, cause or any object which promotion targets. A commercial firm sells his products and services to a defined target group, a political leader sells his political ideas/causes to win votes, a brand owner sells his brand through advertising and many more. Each form or practice of advertising provides an effect on the target customers.
Advertising Provide Positive Effects on Customers
Advertising provides desirable or undesirable effects on customers. It depends upon the advertiser how he presents the brand message to his target audience. In most of the advertisements (of various brands), the company shows only the advantages of the brand. The brand message has to be provided in an attractive manner. However, some amount of truth should always be linked with the brand message. Promising something through an ad which is not at all relevant with any of the features of the brand, talking pompously about the brand, promising irrelevant offers or discounts etc all these must be avoided.
Customers tend to easily believe and get carried away by any attractive brand message provided through an advertisement. Once they discover something else about the brand- something negative or misleading to what was promised through the ad, they will permanently lose faith from that particular brand. In order to avoid such circumstances, advertisers should relate the brand message to some ground realities.
Advertising is significant for every brand. However, advertisers should not mislead the customers through a wrong or irrelevant message about the advertised brand.
Why OOH Advertising should provide A Positive Impression of the Brand?
A positive impression about your brand is a must for every brand advertiser while launching an advertising campaign. Positive impression most often motivates the customers to try or adopt the product and thereby contributes to sales. An impressive brand message further persuades the customers to purchase the brand. Especially for outdoor advertising practices, it is mandatory and significant to provide positive impression of the advertised brand.
The ad message of any brand should be appreciated in a heartwarming manner. It should not implant a certain amount of dissatisfaction and unhappiness on the customers minds. Customers of all walks of lives easily get influenced by an ad message of a brand. They indeed rely upon the advertising message to either purchase the brand or avoid it. The advertiser has to ensure that what is being communicated to customers (as a brand message) is not misleading or misinforming in nature.
In outdoor advertising, it is a tricky affair for advertisers to influence their buying behaviour. An OOH ad should provide a positive impression of the brand so that customers get interested in the brand and are persuaded to buy the same. Secondly, an OOH advertising campaign which provides a positive impression on the customers are often remembered by customers. Under various circumstances, a particular customer may not be able to purchase the brand no sooner than he goes through the brand message. However, if the impression of the brand message was enticing or good enough, the brand recall value will also be obviously good and this may encourage the particular individual to adopt the product during an opportune time in the future.
Everyone prefers a comfort zone. Hence an OOH advertising message should also offer something which guarantees comfort to customers. The comfort can be in the form of a solution after purchasing the brand, or it can be in the form of a measure or precaution. All in all, the brand message should not be pestering but warm and inviting in nature.
