Every moment of our lives we are bombarded by icons. These simplistic symbols that tell us exactly which direction to go, what button to push, or that unless you pull over now and add water to the radiator you will soon have a sauna under your bonnet. (I simply disconnected my temperature warning light as it kept coming on, and not only did I have a sauna that any Swede would be proud of, but a rather large expensive lake too!).
Some television advertisements can be watched over and over again. For other adverts, only once or twice is enough. For the majority, however, the magic number lies somewhere in between. So how much is too much? How many times should your advert be seen for it to remain effective and entertaining?
We’ve been covering the basics and we’ve looked at research, uncovering the internal product needs; the consumer target and how that market behaves. So you understand what your product does by way of a solution and you’ve tackled measuring its value to the consumer which in turn assists you to develop a positioning strategy. It’s time to look at your brand.
Why offer a rebate when you offer a discount? After all, are they not both ways of offering a product or service at a reduced price to the consumer, thus encouraging sales? Well, yes they are, but there are also a number of significant differences in terms of marketing and in the level of benefit for the seller.
It’s hard for me to say, but I think I may be a cynic. This is not a statement I make lightly, indeed I very much dislike those who love nothing more than finding fault, pointing fingers and generally being dream killers. For awhile I thought I may have finally curbed my cynical tendencies, and you know what? It actually felt really good. But then, last night, I saw an advert on tv which filled every inch of my being with such intense dissonance I nearly choked on my tea. Let me tell you this story from the beginning…
Drinking beer and saving the environment are typically at opposite ends of the social responsibility scale. But Tasmanian Brewer, Cascade, is trying to shift that norm by introducing the first 100% carbon neutral beer – Cascade Green. Not only is the manufacturing process completely carbon neutral, but so are the carbon outputs created once it’s distributed, purchased, drunk and disposed of.