In my time of developing advertising campaigns, I’ve learned a simple but powerful truth: “Repetition builds awareness, and awareness drives product demand.” How repetition is achieved is a matter that confounds many business people and sales people alike.
Let’s define Mantra:
mantra |ˈmantrə, ˈmän-| (noun), A statement uttered repetitiously to aid in concentration and considered capable of creating transformation.
Good advertisements are statements or proclamations shared over and over designed to build brand awareness and product demand.
Think about how we learn. When we hear something our retention is limited to just a few minutes. We learn by hearing something repeated over and over. That is how we retain the message.
An example of advertising creating retention has occurred here in Oklahoma City.
When you hear the jingle that begins “Jewelry is the gift to give” you know the store and the event that is being promoted. The jingle was written and produced in 1956 and is still running today. As a matter of fact, shoppers are currently featured during the Christmas holidays singing that jingle in a commercial for the jeweler. It has even been sung on the Jay Leno show. The point is that the jeweler uses the same commercial to advertise their anniversary sale because it works…people know it and respond to it by shopping during with the jeweler during the sale.
I think that all businesses would love that kind of brand awareness and product demand. Interestingly, the need for repetition is the same in radio, TV, Social Media, Billboards, Newspaper, direct mail, directory listings, etc. Used effectively, it can create the desired results indefinitely.
So, here’s the good news: “Media advertising works and has a history that suggests that it will work effectively for you if the message strikes home and with the proper repetition.”
To find out how message content
and repetition might work for you in creating brand awareness and product demand call 405-285-7052.