Here are several excerpts from an article by Ari Rosenberg, encouraging publishing companies to buy advertising, Are You Buying What You’re Selling?:
The question “Did the ad campaign work?” sparks fiery debates, because we all have different takes on what “works” means. I contend advertising always works to a meaningful degree. Advertising is an investment that can be shaped into various instruments to accomplish multiple goals. Influencing the consumer is in that mix, but not the only ingredient to a successful communication plan, and not nearly the most important.
The biggest impact an advertising campaign makes is with the company doing the advertising. Pharmaceutical advertising is bought to increase the confidence of that company’s sales team so doctors are aware of the product before a sales rep walks into the waiting room. Car advertising isn’t created for consumers; it’s conditional support owners of car dealerships demand in return for agreeing to purchase the cars from the manufacturer, prior to flipping them to consumers. Coke and Pepsi advertise to help secure shelf space in stores, not homes.Regardless of the industry, advertising works best for the people who work at the company doing the advertising. Not only does it support their own sales force, it makes most everyone working at that company feel more worthy for the efforts they produce. Who doesn’t feel better about their jobs when they see their own company advertising? Advertising is a sign of strength and a bellow of confidence heard by those you sell to and those you compete with.
