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Advertising Derrick Daye

Advertising And The Art Of Making An Impression

by

Brand Strategy Advertising

The reference to an “advertising message” makes me wince. The
word “message” seems to imply that the advertising is designed to convey
specific information or an argument. But not all advertising is intended to
persuade people by arguing the merits of a brand. And even when it does, I
think we overestimate the degree to which people actually comprehend what is
shown and said in advertising.

Particularly for dynamic media like TV, online video, radio and
cinema, people rarely assess the relevance of an ad at the time of viewing.

There are three reasons for this.

First, there is no pause for thought. If people have decided to
watch the ads, then new content is constantly displacing attention on the old.

Second, most people are not in the shopping window, i.e. the
subject matter is not immediately relevant to them.

And, third, even for those in the shopping window, the
information is understood as a claim, it is not yet a belief confirmed by
experience.

But this does not mean that most advertising is ineffective.
Provided the ideas conveyed by the ad come to mind when relevant, then it will
have an effect, i.e. when someone is thinking about buying the product in that
category. So in the vast majority of cases, the best we can hope of any
advertising is that the content is noticed at the time of viewing and the idea
and feelings evoked are linked to the brand in people’s memories.

This is why I have always preferred the old-fashioned term,
“advertising impression.” Although it is typically used as a media term to
imply an exposure or ad view, the word “impression” also implies that people
get the general idea. They understand the gist of what is being said, without
necessarily consciously considering what the ad is trying to convey at the time
of viewing. An impression is the mental image of a brand that sticks in
people’s minds.

After all, isn’t that what most advertising is trying to do?
Advertising helps the brand to make a good impression. The analogy might be
chatting with someone you find attractive. You might try to make yourself seem
interesting to the other person. You try to make a good impression by saying
the right things and casting yourself in a good light. You may choose to
emphasize certain things about yourself more than others, in order to make
yourself stand out from the crowd. And you will try to make yourself seem
likeable.

It seems to me that if these tactics work for a person, then they ought to work
for a brand as well. So what do you think? Would “impression” be a better word
than “message?” Please share your thoughts.

Contributed to Branding Strategy Insider by: Nigel Hollis, Chief Global Analyst Millward Brown

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7 Comments

Mukesh on January 12th, 2013 said

I think the trick is to create a relevant brand impression with right brand message.

Advertisements should aim at leaving a memorable image in consumer’s mind which leads to creation of brand preference. Many Advertisers use a set of verbal & non verbal messages to achieve this.

DoTime_WX on January 13th, 2013 said

Although semantics play a part, I prefer impression over message. Your analogy on “chatting with someone you find attractive” simplifies what the brand ultimately wants to do: connect.

Dan White on January 14th, 2013 said

I second the connection point. Brands want to connect with their audience on a personal level and inspire them to both make a purchase and be an ambassador to their friends. If I feel more connected to a brand then I am more likely to purchase, the two go hand in hand.

Luke Murphy on January 16th, 2013 said

Though I agree on most above points, I think two things are getting mixed up. Branding and advertising. Advertising’s sole purpose is to communicate the one benefit which that brand has for the consumer and, if successful, will leave the consumer with the impression: “yeah, that brand might work for me”.

I believe advertising alone can’t make the bond which is described above.

Sanmi Lajuwomi
Twitter:
on January 16th, 2013 said

I agree that an advertisement has to leave an impression on the consumer’s mind i.e. funny, witty, encouraging, inspiring e.t.c., however, that impression is best established with a strong message. A great example is Apple’s classic “Think Different” advert which gave the impression that Apple is only used by different and unique individuals whilst simultaneously telling the viewer that Apple is a special brand for special people. I think the perfect blend of the impression and the message is part of what made the advert effective and much lauded.

Steven Gordon
Twitter:
on January 20th, 2013 said

Maps are a relevant advertising tool, particularly the map app platforms developed for mobile devices. Google, Bing, Nokia, now Apple all market their maps by the standard of information content. In a sense the play for their audiences is based on “brand = information trustworthiness.” Most users fall into engaging with their maps with or without assessing good graphic / cartographic design. They just happen to be loyal to the mobile platform they carry in their pocket or purse.

Will we get to a point where map information is uniformly high-quality and trustworthy so that design-as-branding will separate one platform from another?

Doug Bell on January 22nd, 2013 said

So, whether they are in your career or social life, it’s important to know how to create a good first impression. This article provides some useful tips to help you do this.

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