http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/ Entrepeneurship + Rapid-Growth, Local and Small Business Marketing Thu, 29 Jul 2010 20:31:58 +0000 hourly 1 http://wordpress.org/?v=abc http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/comment-page-1/#comment-5256 Designer Eyeglasses Wed, 19 May 2010 23:34:31 +0000 http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/#comment-5256 I don't think that the purpose of advertisement is not exposer . We actually give advertisement of a product to expose it into people even though its share is less or high in place of profits. I don't think that the purpose of advertisement is not exposer . We actually give advertisement of a product to expose it into people even though its share is less or high in place of profits.

]]> http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/comment-page-1/#comment-1200 david hanson Thu, 29 Jan 2009 02:04:10 +0000 http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/#comment-1200 <p>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. </p> 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.

]]> http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/comment-page-1/#comment-1199 katy apartments Thu, 29 Jan 2009 01:57:44 +0000 http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/#comment-1199 <p>absolutely correct. you advertise for sales in the end. Nothing else </p> absolutely correct. you advertise for sales in the end. Nothing else

]]> http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/comment-page-1/#comment-1198 Anonymous Sat, 05 Jul 2008 23:02:37 +0000 http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/#comment-1198 <p>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. </p> 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.

]]> http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/comment-page-1/#comment-1197 Anonymous Wed, 28 Nov 2007 19:34:48 +0000 http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/#comment-1197 <p>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. </p> 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.

]]> http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/comment-page-1/#comment-1196 Anonymous Tue, 17 Apr 2007 17:33:20 +0000 http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/#comment-1196 <p><a >.</a> </p> <a >.</a>

]]> http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/comment-page-1/#comment-1195 Anonymous Tue, 17 Apr 2007 17:29:50 +0000 http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/#comment-1195 <p><a >.</a> </p> <a >.</a>

]]> http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/comment-page-1/#comment-1194 Anonymous Mon, 16 Apr 2007 14:12:03 +0000 http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/#comment-1194 <p><a >.</a> </p> <a >.</a>

]]> http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/comment-page-1/#comment-1193 Anonymous Mon, 16 Apr 2007 14:08:56 +0000 http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/#comment-1193 <p><a >.</a> </p> <a >.</a>

]]> http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/comment-page-1/#comment-1192 Anonymous Mon, 16 Apr 2007 14:06:50 +0000 http://www.entrepreneurslife.com/thoughts/entry/the-purpose-of-advertising-is-not-exposure/#comment-1192 <p><a >.</a> </p> <a >.</a>

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