Do you know why you advertise?

Now’s the time to plan your 2011 communication strategy. Have you included advertising in the mix? If so, do you know what purpose it must serve? There are generally five communication functions advertising provides: 

Advertising informs your consumers about a new brand or can be used to educate them about the benefits and features of your existing brand. How can a client come to you, if they don’t know about you?  If you have something you’re bursting to tell potential customers, innovating advertising can help. 

Advertising reminds consumers about you and helps your brand stay at the top of their mind. When consumers have a want or need which your business can fulfil, if you’ve done effective advertising, your business should be the first thing they think of.

Advertising can persuade consumers to try your new product or service. Did you know, when Gillette introduced the then new Mach3 they invested US$300million on global advertising in order to persuade men to give their new product a go?! We’re not suggesting you spend anywhere near this much – there’s a much more cost effective way to achieve persuasion with innovative advertising.

Advertising can add value to your brand. If you want consumers to think of your brand as being more innovative, of higher quality or change their perception of your brand, effective advertising can do this. Think of beer; the working man with a blue singlet and a beer belly’s drink. Until effective advertising made it stylish, sophisticated, of high quality and suitable for the weight-conscious consumer.

Advertising should be used to assist your other marketing efforts as it is, of course, only one element of your company’s communication. 


You need to develop a clear communication plan with very clear objectives and knowing why you advertise is the first thing to think about. Once you've got that figured out, don’t be afraid to think out of the square and try new strategies in order to achieve your goals. 


For more info on how we can help you spend less and achieve more, contact us, we'd love to hear from you. 

e: megan@motormouthadvertising.com.au ph: (04) 3966 4929 facebook