What is the Impact of Advertising on your Sales?
According to recent reports, U.S. consumers and companies bought $1.3 trillion in goods and an additional $229 billion in services from foreign suppliers. Understanding the trends of the market and how it directly impacts sales are keys to positioning your company at the forefront of its industry. Many companies rely solely on advertising. However, advertising reinforces branding and increases name recognition, but it's public relations that can truly increase credibility, product perception, and ultimately sales.
Public relations, marketing, and advertising all drive sales. At the core is product placement and brand loyalty. In a highly competitive market and with profits at risk, product placement and brand loyalty are crucial to getting your product or service in the homes and businesses of consumers. Although easy concepts to follow, achieving them can be a daunting task. Product Placement is the process of integrating an advertiser’s product name or service into non-obtrusive media settings. Simply put, it is getting your product in the eyes of your potential customers. Have you noticed a particular product reoccurring in a movie, television series, or book? This is an example of product placement. Brand loyalty, on the other hand, refers to the consistency with which customers continue to buy the same brand of a particular product. It is based on consumers’ perception, attitude, and emotions. For examples of brand loyalty, first, look to yourself. Do you continue to shop in a particular store? How do you feel about your favorite pair of shoes? Your favorite place to eat? What makes these things your favorites? It is the tools of public relations and marketing that create brand loyalty.
In a constantly changing global marketplace, getting your goods to the consumer and convincing them to purchase it requires strategic planning (marketing), product exposure (public relations) and targeted advertising. How can you capitalize on your product or service if the consumer doesn’t know that you exist? An Atlanta-based firm, The Brison Group offers its clients several resources to accomplish this goal. Its CEO, Bonyetta Brison Kitts, shares, “Through innovative concepts, superior marketing strategies, and non-traditional impact advertising, we are an asset to businesses looking to place their product or service in the hands of the consumer.”
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