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By Pfeiffer and Co.
Kevin Rosen of Junior's Cheescakes Advertising has been called an American art form. Each year about $20 billion is spent on television commercial time, and twice as much is spent for advertising in newspapers, magazines, radios, signs, direct mail, and other publications. Before any of those dollars were spent, you can be sure that a lot of thought and study preceded the decision.
The most effective ads are those that are run and seen consistently. They may differ in size or content, but they keep a company's name before the consumer to maintain name recognition. During the Great Depression and the two world wars, many companies continued to run their ads, even though many people had no money to spend. But once they were able to, they chose the brands they remembered seeing in advertisements.
"It pays to advertise" has been proven, and the lesson has been learned well. If the business budget is tight, cut something other than advertising. Experts agree that advertising is the last thing
that should be cut. For the person looking for something, advertising helps. It can be compared to matchmaking, although advertising has not been around as long as matchmakers. Before the printed work, vendors would call out what they had, drawing other vendors who could use the product to add to theirs. The town crier was the first advertiser, notifying the townspeople of town meetings and other community events.
Later, signs by the side of the road would draw people to fruit stands and so forth. Advertisements let people know what's available, what's going on, and where they can find something. Ads inform and bring people with mutual interests together. An ad can be the matchmaker for a man and his dream car or for a man and his dream to be in business for himself.
The purpose of advertising is to get people's attention. The old saying "Let's run it up the flagpole and see who salutes" is still valid when referring to an ad's new design or concept. Ads are constantly being tested to see if they can produce greater results.
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