There are some things that advertising, by itself, can't do. Let's dispel a few of the most common misconceptions. We'll call them advertising myths.
Myth #1: If a product isn't selling well, advertise it.
Advertising - even the most clever, funniest, most expensive advertising - can't make people buy something they don't want. It can create awareness of a product, it can even get people to come see the product. But if people know that they don't like or need the product, advertising won't help sell it. In fact, advertising can backfire: You could end up drawing attention to the fact that you carry unwanted goods.
For example, look at a choice facing an electronics store. Should it advertise its wide selection of new, hot electronic game cartridges? Or should it advertise those hi-fi needles and stereo speakers that are still gathering dust with the hope of finally unloading them? The store is already taking a loss on the purchase price of the older merchandise; should it then advertise these losers, and thus increase losses of both money and its image as a state-of-the-art electronics vendor?
Why not advertise the best items, the product leaders that will draw people in. And, maybe some of the older merchandise will be seen and picked up at no further expense to the business.
Myth #2: Advertising can create sales.
Many people think that advertising is the same thing as marketing. Or that advertising is the same as selling. Or that they are all the same thing.
Marketing encompasses all the activities that are entailed in moving your product from creation to purchase, from research to packaging. Marketing looks at product, price, promotion and placement factors; you will hear these referred to as the "4 Ps of Marketing."
Advertising is one way to teach people about your product. You can use it to communicate what a product is, how it will fill a need or enhance life, how much it costs and where the buyer can get it. You can use it to differentiate a product or develop an image.
But it's good marketing - the overall strategy that might include advertising - that can (and should) produce in sales. Good advertising can create traffic, interest or an image. It can even position your product in relation to the competition. But, by itself, advertising can't create a sale.
Why not? Because the other marketing components have to work with it. People may want a product they heard advertised, but they won't buy it unless they:
- can afford the price that has been set,
- find the place they can purchase it, and
- like the product
Myth #3: Advertising can manipulate people to buy.
If this myth was true, then some ad executive somewhere would have the secret to success. If a secret to success exists, why do 80 percent of new products fail? Why do established products drop from sight?
People have needs for products and services, but they have choices on how to fill those needs. Their decision to buy your product will be based upon their belief that what you offer satisfies their need. It will also be based upon their readiness to buy.
