As consumers we have all heard wild statements about advertising. Yet as business people we have to take a more pragmatic approach. So here are the first three popular myths to be debunked.
“All advertising is manipulative!”
Oh boy they really don't think much of consumers do they?
The modern consumer has been exposed to adverting from birth, the majority have become far to sophisticated for such trickery and recognise it for what it is.
We should look upon our advertising as helping our potential customers make a choice, "Why should they choose to purchase this product or service from me?" Give them a convincing argument and they will do so. Don’t and they will buy the same products or services elsewhere.
“Advertising in annoying!”
Sick of the repeated e-mails, flyers, unsolicited phone calls, that stupid ad on the box night after night.
Advertising is all about engagement. If your adverts are getting the responses above, you have got it seriously wrong.
Advertising should be targeted and used strictly at the right time and in the right place. Advertising should engage, inform and entertain your target audience. If it does not you have missed your target, consider market research and test marketing before you make your adverts.
“Advertising is lies!”
Wonder what they have been exposed to. Adverting in the UK has been regulated by law for over 50 years!
Advertising is required by law to be honest decent lawful and truthful. Attempting to misleading your customers is an illegal activity.
It is also a very foolish thing to do, it is perhaps one of the quickest ways to destroy a hard built reputation. The Advertising Standards authority (ASA) in the UK and the Federal Trade Commission (FTC) in the US, take a very dim view of such activity. So much so, that it takes only one complaint to launch an investigation. In 2011 the UK ASA’s remit was extended to cover all advertising media. This includes websites, social media and yes, even your blogs.
Gavin Bryan-Tansley Owner Vid-FX+
