public speech on advertising
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Answer:
Making an effective advertisement (the one that enhances sales) requires a lot of research about the product that is going to be advertised, the competitor’s offerings and the target customer. A ‘big idea’ (one that sells more products for several years) is always the outcome of a lot of research. The research translates into the advertiser living with the product and its customers.
The advertiser should fall in love with the product before he touches the story board. The sure way to kill a product is to assign it to an advertiser who does not get excited at the prospect of handling the advertising of the product. The product and its customers have to become part of the unconscious self of the advertiser.
Before a company decides the message that its advertisement will carry, it needs to deliberate and decide its advertising platform. A brand’s advertising platform is the basic selling proposition that will be used in the advertisement. A brand is a bundle of benefits and features, and is endowed with a personality.