THE ROAD AHEAD The Problem of advertising [Archives:2002/27/Business & Economy]
By Raidan A. Al-Saqqaf
Advertising is the art and science of managing customers and public perceptions about a product or a service or even an organization, it is a very serious yet sensitive task, and the future of many organizations depends on it.
The main advertising problem in our country is that its no longer on the agenda of the Top management of the organizations, and it is done by the least experienced managers, who usually reject any new idea that could help the organization even without their superiors knowledge, and this kills many great promotional ideas that could increase sales and profits or turnaround losing organizations.
Moreover, these people focus more on cost in spite of focusing on what value this advertisement can add to the product, in fact, they dont even know which advertisements work and which dont, or which can build the required brand or create the needed images of a brand.
Looking at the situation today, you would find increasing competition, increasing pressure and larger scope for advertising, which pushes organizations to change their advertising strategies in order to distinguish their products from those of competitors, and making these changes is not a piece of cake, it is the role of the advertising agency or the advertising media agent.
In other words, advertising needs creativity to catch the attention, if you have something to say or if you think you have a strong product then express it strongly, choose the correct media with the correct message. How you express your product is what distinguishes it from those of competitors, and if you are really willing to do that then bear the costs.
Another problem is that advertising is considered as an expense whereas it should be considered as an investment, because it does pay back if the correct advertising was done.
On the other hand, advertising agencies in our country are doing a poor job compared to what is needed, they lack the proper training and education that is needed to study the clients product with competitors product and make the suitable advertising strategy in order to increase your clients sales through proper incorporation of an advertising message that insists on products advantages and why it should be bought. This is the least that should be done.
Also, post-advertising analysis should be done, you should take a view on past advertising, did it work? Were the advertising goals achieved? These studies should be done to know what works and what doesnt, because not any media or any strategy works with any product.
End note: Advertising agencies should take their job seriously, and make analysis to see which advertising should be done. On the other hand, clients should realize the power of advertising, which if done properly, can pay back very well.
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