Visited PANA’s website today and came across this industry news about The Bottom Line of Advertising.
In a gist:
Even people from the industry can’t guarantee that greater ad spending leads to higher sales.
Advertising is a shout out to all your prospects and your current customers. It only helps to take your brand out there, to inform the market what you can do and the problems that you solve.
It’s not the be all and end all of marketing. In fact, advertising is just one of the many promotions activities that you can do when launching or marketing your products or services.
Ads effectiveness are measured through impressions, reach, engagement or resonance. Sadly, these indicators aren’t directly translatable to sales.
These figures just tell you how many people have heard about your product, are aware that it exists and its purpose. Whether they will convert depends on how effectively you integrate different activities on your marketing campaigns.
Advertising though, can greatly impact your brand or services in the long run. There was this one study that says, brands that steadily advertise, even during recession, have achieved higher sales at the end of the difficult economic period. Why?
Because most people would turn to a brand or product that sticks around no matter what. Brands, products, or services that consistently makes their presence felt and communicates to their market can hardly be forgotten. And that’s how a brand, product or services achieve share of mind. And once you got that space, it may not be very difficult to get share of wallet. 😉
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