Comments on: The purpose of advertising is NOT exposure

By: Marketer

Marketer — Tue, 13 Sep 2011 16:08:12 +0000

You’re devaluing exposure. Certain industries rely almost exclusively on credibility which is often built by exposure until true relationships are formed. Exposure does lead, not only to sales, but to customer loyalty. Hence the reason corporate giants invest billions each year in advertising or high end retailers seek a spot in Times Square. Small businesses follow this practice but on a tiny fraction of the scale. Take this example, the recent college graduate who “advertises” himself by getting out and networking versus the mid career professional who uploads his resume to a job search engine waiting for employers to seek him out based on his experience. The person looking for more exposure may not land a job during his first encounters, but will eventually and have many contacts under his belt in the process.

By: david hanson

david hanson — Thu, 29 Jan 2009 02:04:00 +0000

I disagree as well. Advertising has “communication goals” that need to be accomplished before any sales are made. Such communication goals vary, but can be such things as building trust, gaining exposure. I think of the continuum as: Exposure leads to Familiarity. Familiarity leads to Trust. Trust leads to Trial. Trial satisfaction leads to repeat purchase. People are more fearful of a loss more than a gain so exposure builds familiarity which can soften the fear of loss because the brand is “a player, trusted, other people must think it’s ok”. yada yada.

By: katy apartments

katy apartments — Thu, 29 Jan 2009 01:57:00 +0000

absolutely correct. you advertise for sales in the end. Nothing else

By: Anonymous

Anonymous — Sat, 05 Jul 2008 23:02:37 +0000

I think your argument is overly simplistic. In our view, saying “The purpose of advertising is to make a sale” is like saying, “The purpose of life is to eat.” Advertising is only one of several activities that “make a sale”, and it is far better to have communication goals rather than sales goals tied directly to the advertising, except in the case of direct marketing or sales promotion.

By: Anonymous

Anonymous — Sat, 05 Jul 2008 23:02:00 +0000

By: Anonymous

Anonymous — Wed, 28 Nov 2007 19:34:48 +0000

Michael: you are right on. The purpose of advertising is to make the cash register sing. Exposure, Repetition, and Targeting are simply tools used to make it happen effectively.

By: Anonymous

Anonymous — Wed, 28 Nov 2007 19:34:00 +0000

Michael: you are right on. The purpose of advertising is to make the cash register sing. Exposure, Repetition, and Targeting are simply tools used to make it happen effectively.

By: Anonymous

Anonymous — Tue, 27 Feb 2007 06:29:34 +0000

I disagree with you.
The 3 basic principles of advertising are as follows:
EXPOSURE
REPETITION
TARGETING
If you do not have exposure, how will people know who you are and what you have to offer.
The importance of advertising is so that people will call you before your competition.
Exposure gives you “Top of Mind Awareness”. Many large companies; Eastern Airlines, Pan Am et al had lost their edge and along came newer airlines, who took an aggressive ad campaign, and before long, the new carriers had top of mind awareness and were called on before the larger companies.
Read Sergio Zyman who wrote the end of advertising as we know it. In the book he quotes how companies like Coca Cola never had any fears because they were on top of the world in the soft drink business. Coca Cola shrugged and laughed when bottled water was first introduced. Very quickly, the other cola was on top.
Advertising is exposure. The more you advertise, the better known you are - big or small company. The best known company is the most used. Let’s see - do you remember the “Marlboro Man”?

By: Anonymous

Anonymous — Tue, 27 Feb 2007 06:29:00 +0000

I disagree with you.
The 3 basic principles of advertising are as follows:
EXPOSURE
REPETITION
TARGETING
If you do not have exposure, how will people know who you are and what you have to offer.
The importance of advertising is so that people will call you before your competition.
Exposure gives you “Top of Mind Awareness”. Many large companies; Eastern Airlines, Pan Am et al had lost their edge and along came newer airlines, who took an aggressive ad campaign, and before long, the new carriers had top of mind awareness and were called on before the larger companies.
Read Sergio Zyman who wrote the end of advertising as we know it. In the book he quotes how companies like Coca Cola never had any fears because they were on top of the world in the soft drink business. Coca Cola shrugged and laughed when bottled water was first introduced. Very quickly, the other cola was on top.
Advertising is exposure. The more you advertise, the better known you are – big or small company. The best known company is the most used. Let’s see – do you remember the “Marlboro Man”?

By: Anonymous

Anonymous — Thu, 07 Oct 2004 16:10:07 +0000

i would like more in depth information on purpose and function of advertising. Ur argument is good, possibly not completely right, but ur ideas and much more would be apreciated.