Marketers advertise on a regular basis. Often, it is just communicating the benefits of the products or services to your target consumers. In the next campaign, you may impart a new creative twist to the communication. Rinse and repeat. In doing these, what do common marketers miss?
1) Advertising needs to build brand equities for the product. First, rank the important attributes of the product category for your target consumers. In soap, it may be fragrance and sudsiness. In beer, the taste and how fast it fills you up. In clothing, it may be expressing your unique self. Out of the top few attributes, select one that your product has the potential to own. Then, advertise in the direction to own it over time.
2) Advertising needs to evolve with changing product life cycle. If your product is new, then awareness is key. Give more information about the benefits, and reinforce a consistent brand image. Then when the product matures, you may need to tell your consumers why your product is better vs. existing and new competitors. Finally, as time progresses further, you need to remind your consumers that your product is still around, and is still one of the better choices.
3) Advertising may not build sales directly. Advertising can be about creating awareness, but it may not be persuasive enough yet. It may not have gained the critical mass, or acceptance by the masses. Huge advertising costs initially may interest only the early adopters and innovators, but not the critical masses. After some time, word of mouth and testimonials will increase your sales. It also depends on the category growth and size. If you have 70% market share, your growth may slow down despite the massive advertising that you do.