Associate Professor
Nearly every piece of that equation has changed. Advertising is just the portrayal of “happiness” though happiness is just a state of mind still , marketers promote this “selling of happiness” by their. Advertisements . For instance ads of cement brands, cars, soft drinks etc promote women as an object and so as to play with the minds of the consumer that consuming so and so product will give them the utmost happiness, not only this but only irrelevant fantasies are promoted and scarcely any of the uses or actual reality of the product is shown in the ads in the current scenario. Agencies are better informed than ever before about consumers, having amassed huge stores of their data. But many of those consumers, especially the affluent young people prized by advertisers, hate ads so much that they are paying to avoid them. As advertisers bombard consumers across platforms like twitch, facebook, television, billboards and more, consumers are trying to get away, signing up for ad blockers and subscription services.as a term, faulty advertising refers to any published claim or advertising material that gives consumers an incorrect understanding or belief about a product or service being offered. Faulty advertising, also referred to as “deceptive advertising,” is illegal according to the laws of an economy , even if the misleading advertising was made by mistake. To explore this concept, consider the following false advertising definition.at the same time, companies that hire ad agencies are demanding more from marketing campaigns — while paying less for them. As a result, the advertising industry faces an “existential need for change,” according to a blunt report published on monday by the research firm forrester. Now the agencies must “disassemble what remains of their outmoded model” or risk “falling further into irrelevance,” the report concludes.the experts say, “it’s harder to reach audiences, the cost of marketing is going up, the number of channels has exponentially proliferated and the cost to cover all of those channels has proliferated,”. It’s a continual pressure for marketers who are no longer just creating advertising campaigns three or four times a year and running them across a few networks and print.”Marc pritchard, the chief brand officer at procter & gamble, one of the largest advertisers in the world said, ads are often irrelevant and sometimes “just silly, ridiculous or stupid. “advertising is used to persuade consumers into making purchases or using services that they might overlook or avoid under normal conditions.
As we know, advertising is a communication process which provides information on the availability and attributes of alternative products and services in the market. Advertising is a link between producers and consumers. It plays a role of imparting knowledge about the good or bad reactions of certain product or services to the consumers. We know how advertisements can increase brand recognition and customer base, but sometimes poor advertisement campaigns can lead to failure of a business and loss of customer base. We as customers also are curious to identify the major reasons behind the failures and look for corrective measures and solutions taken up by them in rebuilding and repositioning their brand in the market and getting back into the competition.
Setting advertising goals and objectives is a fundamental stage of any campaign strategy as it is the most influential and integral part of marketing. It doesn’t matter how big a business is; you should define your targets before you start spending money on advertising. It is really important to understand the purpose of marketing or advertising to be precise. Following questions are vital to be answered to have a clear view about the objective of the business.
So, here they are:
- Do you want to build brand awareness among your target audience?
- Do you want to remarket your product or brand?
- Do you want to increase your customer base?
- Do you want to improve your sales volume and other conversion rates?
- Do you want to increase your profit?
- Do you want to create a need among users?
- Do you want to expand your product or service line?
Through certain examples, we analyzed the common mistakes made by companies and brands in projecting themselves and how they failed because of their poor advertising campaign and marketing strategies.
Every advertisement’s agenda is to make/create/showcase a company’s brand. But sometimes it may also happen that your advertisement doesn’t go the way you think. There may be a case that the message which you want to give results in ending on a negative note. In that scenario, your advertisement can also break your brand.
By looking at multiple instances, we have made sure that we understand how powerful an advertisement campaign can be in deciding the fate of the brand. Although some brands don’t even need advertising to build customer base like starbucks, airbnb and tesla. But if a company still goes for advertising, then there are multiple factors that should be kept in mind. The way of presentation of a product is what matters a lot in augmenting the awareness of any business amid its targeted audience.
The best ads simply remind consumers that a particular brand exists in an attempt to nudge them into buying it next time they’re shopping for something in that category. The sales are not completely governed by the performance of advertisements, but they surely influence the choice of the potential customers as they cement their position in public’s sub consciousness.
We developed an understanding of advertisements and on how advertisements became the reason for the brand failure and eventually what were the after effects of the same. Moreover, what were the solutions businesses went for in order to get back into the race and re earn the trust of the consumers as well as entrust brand proposition.
Dr. Komal J Khatter
Assistant Professor
