As mentioned earlier, big, established brands have inertia and their immediate response to advertising is small, unless they have something new and relevant to offer. Advertising influences the sales of these brands by enhancing perceptions and sustaining interest, thus channelling and retaining them in consumers’ repertoire.
The themes and theories described in this section echo the long-term impact of advertising. Other than persuasion, which can substantially lift sales both in the short and the long-term, the advertising mechanisms primarily benefit brands by imparting a long-lasting upward thrust on sales.
In the context of execution, the theories tell us to associate relevant messages, symbols, images, affinity, relationships and/or emotions in a memorable way so as to infuse the brand with interest and status, and powerfully influence perceptions as the brand is experienced and talked about. (Brown, 1991).
For the scenarios listed in Exhibit 22.9, take a few minutes to consider which mechanisms are better suited to achieve the distinctly different advertising objectives for each of the products. (Click on the exhibit to view answers).
The scenarios highlight that while advertising mechanisms work in combination, depending on the nature of the product, some mechanisms are more effective in achieving desired objectives.
Persuasion and salience, for instance, are important for new consumer goods. Market leaders on the other hand, rely more on likeability to appeal to the masses, and salience to remain top of mind.
The importance of using the right mechanisms is illustrated in the next section, through the Coca-Cola Zero case where the launch advertisement, which relied heavily on likeability, failed to distinguish the new variant from Diet Coke.
Creativity is the key ingredient in any advertising. It is what stimulates consumers and arouses their attention. It “magnifies” the presence of some of the more engaging elements of advert in consumers’ minds.
It is vital that the creative elements intricately bind the message to the brand, and that the mechanisms employed are best suited for the objectives of the advertising. In the context of advertising, this is what we refer to as functional creativity (Exhibit 22.10).
In addition to creativity, building long lasting memories and associations requires consistency and repetition. Consistent, coherent content makes it feasible to construct a lucid exposition of the brand. Creativity, consistency and repetition keep alive the neural pathways around the concept of the brand in the brain.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
Marketing has changed. More so in practical terms, and marketing education is lagging.
The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.
That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.
MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.
The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.
Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.
But be careful. There are plenty of toys that masquerade as simulators.
Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.
While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.