Advertisements To Cut Through Public Consciousness
By Rosli Abidin Yahya

Bandar Seri Begawan - The use of brand-based advertisements is gaining approval as an effective tool to increase brand awareness among public members as it establishes a bond between the brand and its customers.

As part of a marketing strategy, the theme and the implementation of brand-based advertisement should be consistent and in line with its niche and personality.

Among the various options available, a shop in Menglait, Gadong relied on covering its entire premises with pictures of tyres, rims and models.

To ensure the presence of the company's brand and its personality, the establishment insisted on the use of specific details to create relevant atmosphere.

Such large-scale eye-catching advertisement increases brand awareness and curiosity from the public.

"In fact, in planning, it is only natural for marketing managers to include conventional advertising and promotional means to strengthen the entire communications effort," said marketing experts.

"The overall message, comprising intangible plus points of huge product advertisement and brand personality, sticks in a person's mind."

Some companies, meanwhile, incorporate direct or indirect sale tactics in entertainment events, they said.

They added that entertainment marketing incorporates sales and other promotional activities, other than brand exposure. "It is really up to marketing managers to decide whether or not to adopt such marketing methods."

Marketing specialists said four basic elements need to be considered: "The first is to provide entertainment that can bring target market closer to the brand.

"The second element is product sampling, especially in the case of new products. This is intended to induce trial purchases.

"For products that are at a more mature marketing stage, special offers and discounts are necessary.

"The fourth element is consumer survey during an event. Data collected is useful for ascertaining consumer profiles and attitudes, which can be incorporated into a company's current and future marketing plans."

Like any other marketing activities, they said, entertaining marketing methods have to be implemented in accordance to a brand's intended target market.

They added that consistency in execution is a must. Otherwise, sporadic and off-key events will only do more harm than good to a brand. -- Courtesy of Borneo Bulletin

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