How You Can Make More Profit Through Advertisement

MOST people think that advertisement does not really affect their decisions. They think they ignore it and make up their own minds. Money-wise business executives know better. 

Today’s advertising industry is the most potent and powerful mass marketing and merchandising instrument ever devised by man. — Paul Stevens, writer of television commercials

Throughout the world, these men hang their fortunes on tremendous advertising budgets. They build wants and sway our thinking in ways that we may not even realize.

Advertising messages strike our eyes and ears from all directions—from newspapers, magazines, television, radio, billboards, buses, subways, taxicabs, river barges, T-shirts, and from other sources too numerous to mention. It has been estimated that Nigerian encounter over 1,600 advertisements a day.

“I would guess,” mused Jack Smith, writer of a lighthearted column in the Los Angeles Times, “that the average American takes in more words every day from advertising than from any other source, including news, books, magazines, and his or her spouse.”

Worldwide, manufacturers seek new ways to persuade you to buy. In Nigeria alone a single soap manufacturer, spent N150, 000,000 on advertising it product alone,such sums would not be spent if they did not produce results.

Paul Stevens, a television ad writer, said in his book I Can Sell You Anything - That Advertising tells you what to buy, how to buy, and why to buy any particular brand or product. The thing that amazes me is that it continues to work.” In his best-selling book The Hidden Persuaders, Vance Packard wrote: “The result is that many of us are being influenced and manipulated, far more than we realize, in the patterns of our everyday lives.”

Such advertising is most effective when it deals with non-urgent needs. A man who is hungry does not need to be told that he needs food. But the man who already has a perfectly good car has to be tempted if he is to go into debt to buy a new one.

Unimportant Differences

Much advertising is truthful, direct, straightforward, and honest. It can be amusing, charming, and delightful. It can provide valuable information—telling you what a product will do, how much it costs, where to buy it at a lower price.

As an advertiser you must sell products little different from your competitors’ products. There really is not a great deal of difference between many brands of gasoline, cake mixes, soaps, detergents, gala or even automobiles. But manufacturers must sell their brand. Tremendous sums of money are involved. Thus, advertising people are under great pressure to come up with successful campaigns.

How you can convince Mr A that Brand X is better than Brand Y when the two brands are almost identical?

You may start by convincing him/her that owning Brand X is more pleasurable and that nicer people use it, or that it gives some vague and unspecified advantages.

Laboratory tests show that all brands of gasoline having the same octane rating perform essentially the same in an automobile engine. So one brand promises “happy motoring,” while another advertises “fast starts.” One major oil company bypassed the whole matter by advertising: when it says put a tiger in your tank. Now, everyone knows they were not really selling tigers. But the slogan was translated into many languages, and sold a lot of gas.

Think about what the adverts really say. Are they claiming that their product is “different”? Of course it is! Perhaps it has been dyed brown, while the competing product is blue. It may also have more important differences, but “different” does not necessarily mean better. which brings us to ……. 

What does “better” mean? Better than it was last year? Better than a competitor’s product? Better than one that sells for only half as much? A claim that is not specific probably does not mean much but has so much power

Being Trick with Words

As an advertiser, there are tricky little words that you hope your buyers will overlook. Think, for example, of the wonderful little word “helps.” A manufacturer says his product “helps keep you young.” Why doesn’t he say it “keeps you young”? Because it doesn’t. He counts on your overlooking the little word “helps” and remembering only the promise of youth.

Consider, too, the little word like. Is a glass of Portuguese wine really ‘like taking a trip to Portugal’? Hardly! But you are transported in thought to a romantic foreign place. Moonlit nights and graceful dancers are not bottled in the wine, but that marvelous little word “like” can help you as an advertiser establish an aura that your product would not otherwise have had.

What does a promise of “as much as 20 per cent more mileage mean”? Advertisers knows that when most people hear the “20 per cent,” not the qualifier. They are not promising you 20 percent, or even one percent. The problem is that we want to get 20 percent more mileage, and that is what we hear. 

Advertisement could be very profitable if well evaluated and also it could amass wealth for the company if they undergo the principles necessary...

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