Media and The Message

by Nicholas G. Licata, M.A.

Advertising is Cumulative [Back to Columns]

Since my days selling ads for a local newspaper, I've heard the adage "Word of mouth is the best advertising." While it is advantageous to have people saying good things about your products and services, businesses that rely solely on word of mouth for their advertising are cutting their potential earnings short.

Several things need to happen for your advertising to be successful. First, your target audience has to need your product or service. Second, Your target audience has to be aware of your products and services. And third, your message needs to be clear, concise and delivered through a credible source.

Lets take a word of mouth example: Two friends are sitting on the deck watching the kids play in the pool.

Laura: We need to get a solar cover for our pool; they really keep the water warm over night. We were going to go down to Pool City to look at them. (Factor #1: need)

Sally: We got ours at Pat's Pool Paradise they have a great selection, and the salespeople are nicer. (Factors #2 and #3: message exposure-- clear, concise and from a credible source.)

Laura: Really, I'll tell Dave. Maybe we can take a ride over there on the way home.

Laura will probably even reinforce the adage by telling the people at Pat's Pool Paradise that her friend sent her.

It's easy to see why word of mouth is effective. It's also easy to see where it gets into trouble. If Laura didn't need a solar cover, she would never have asked Sally about hers. Pat's Pool Paradise's message would have gone unsent. This is where advertising comes in. Many business people expect instant response from their paid advertising. This is the wrong attitude.

Advertising creates awareness. It builds a latent readiness to buy in those exposed to it. By priming them for your product or service, you are preparing them to act when the need arises. If you're a florist placing ads a few days before Valentines' Day, you won't have long to wait. However, if the demand for your product or service is less critical, you may not see the results of your efforts right away. Don't worry, you will.

Think about the last Coke or Nike ad that you saw. Did you run right out and buy a coke right after you saw the ad? No. Of course you didn't, but when you were thirsty, you bought the Coke and not the can of Ruby Cola right next to it. Also, you probably didn't tell the store owner you bought the Coke because you saw the ad on TV, even though you did. You see, that TV ad, and the thousands of other Coke ads that you have been exposed to all added up to that purchase.

Remember, advertising is cumulative. Every ad you place creates awareness about your company and its products and services. Like your investments, over time, well-placed print, radio, television and internet advertising pays off!