I firmly believe that the core purpose of Advertising is to build brands; and more importantly, to do it in such a way that connects with consumers and offers a significant promise or value. We cannot arrive to this core purpose of advertising with promotional incentives.
For instance, let's imagine a print ad that focuses not on a unique selling proposition but on a temporary reduced product offer. Even if consumers try the product because it’s more affordable, there is no guarantee that they will repurchase it once the offer ends. Chances are they will most probably purchase the product that they usually do. Why? Because advertising promotional incentives do not help build consumer loyalty, the ad may work once but consumers will not feel ultimately satisfied.
This is the reason why Macy's is heading into the right direction. Macy's, until recently, has always advertised promotional incentives such as discounts and special offers. However, it now has a new commercial that features well-known celebrities like Maria Carey and Donald Trump. The commercial has no promotional incentives and manages to give the Macy's brand some personality and meaning. Macy's is truly where all the stars are; and this commercial successfully drives home that point.
Remember, the core purpose of Advertising is to build brands. Advertising a promotional incentive devalues a brand and hurts what it stands for.
For instance, let's imagine a print ad that focuses not on a unique selling proposition but on a temporary reduced product offer. Even if consumers try the product because it’s more affordable, there is no guarantee that they will repurchase it once the offer ends. Chances are they will most probably purchase the product that they usually do. Why? Because advertising promotional incentives do not help build consumer loyalty, the ad may work once but consumers will not feel ultimately satisfied.
This is the reason why Macy's is heading into the right direction. Macy's, until recently, has always advertised promotional incentives such as discounts and special offers. However, it now has a new commercial that features well-known celebrities like Maria Carey and Donald Trump. The commercial has no promotional incentives and manages to give the Macy's brand some personality and meaning. Macy's is truly where all the stars are; and this commercial successfully drives home that point.
Remember, the core purpose of Advertising is to build brands. Advertising a promotional incentive devalues a brand and hurts what it stands for.
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