Volume 1, Issue 1
Advertising Goals Pyramid When
you are advertising or running any other promotion campaign, what should your goals be?
Trust
Awareness - First and foremost, you must let the consumer know that your product exists! All advertisements do that.
Emotional Benifit
Functional Attributes - Once your consumer knows you exist, next you have to tell him what your product is and what it does. Appeal to his rational side. Most advertisements do this as well.
Functional Attributes
Emotional Benefits - Now that your consumer knows that your product exists and what it does, let him know how that is going to affect him and benefit him. Appeal to his emotional side. This is where many advertisers falter. Trust – Finally, build a relation of trust with your customer. This is the most difficult to do and very few campaigns manage to do this. This is because this step is not a function of the advertising alone but of your product and its track record.
Product Awareness There are a very few brands which have managed to build a relationship of total trust with its users. Some of them are Dettol, Colgate and Apple. When this happens, you brand becomes a "Cult Brand". We will discuss the topic of Cult Brands and how to build a cult brand in a later issue.
Invitation for articles We at the SIMSREE Marketing Forum had great fun creating this first issue of MAGMA. We look forward to come out with numerous more issues. But to be able to achieve this, we need help and support from you, the reader. We hereby, invite all our readers to contribute articles to MAGMA. You may write articles on any topic pertaining to marketing or MBA in general. If you are basing your article on someone else’s, please provide full credit to the original source and it would be nice if you could include a link to the same. If you find any article which you think merits attention and would like to share with everyone else, please send us the same. Send in your articles to : simsree.marketing.forum@gmail.com Any comments, suggestions, complaints, critique, encouraging words ?? Get in touch with the SIMSREE marketing Forum at : simsree.marketing.forum@gmail.com
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