![\"advertising\"](\"https:\/\/www.marketingforsuccess.com\/blog\/wp-content\/uploads\/2010\/08\/advertising.jpg\" "\\"advertising\\"")
<\/a>often include the words \u201cstrategic\u201d and \u201cofficer\u201d) attending meetings and exchanging memos.<\/p>\nI have long suspected that most of these parasites were utter phonies; a suspicion confirmed when a few years ago I read that a substantial percentage of people in business admitted to using jargon they did not understand in meetings.<\/strong><\/p>\n Two expressions that crop up far too often are \u201cawareness\u201d and \u201cbuilding a brand\u201d.<\/p>\n Millions are wasted on both by people who don\u2019t know what they mean, or what it costs to achieve awareness, let alone build a brand.<\/p>\n For instance, as few years ago I went to give a seminar to a well known wine firm in California, whose brief said they wanted to build a brand. Ignoring the fact that they had many different labels, I asked my associate in San Francisco what they were doing currently.<\/p>\n They were renting one illuminated poster near the airport. Cost: $250,000 a year. With their budget (even assuming this was the right medium) it would take two light years to build a brand.<\/p>\n This is the sort of woolly-minded nonsense that comes up when the word brand pops up. The same applies to awareness. It is good to be known \u2013 but for what? I was actually discussing this with someone the other day in Facebook. I had been rude about an ad, and he said, \u201cYes, but you noticed it\u201d. In other words, the ad had created awareness. But as I pointed out, everyone knew who Adolf Hitler was, but that didn\u2019t mean they want to ask him to visit.<\/p>\n I have long valued a book called ‘How to become an advertising man’<\/em> written in 1963 by James Webb-Young, a former creative director at J. Walter Thompson in Chicago. \u00a0I think it is one of the best books on the subject, with Ogilvy on Advertising<\/em>, Claude Hopkins\u2019 Scientific Advertising<\/em>, and Rosser Reeves\u2019 Reality in Advertising<\/em>.<\/p>\n In it Young defines five purposes of advertising<\/a>: Most marketing manages to fail gloriously on all five counts.\u00a0 This is something to cherish, but also something to be sad about.<\/p>\n Because if things are not promoted properly, it takes far longer for them to benefit mankind than it should \u2013 and wastes money that could be better used elsewhere..<\/p>\n But first, ask yourself what YOU are trying to do \u2013 and is it wise?<\/p>\n – Drayton<\/em><\/p>\n
\n<\/strong>
\n1.\u00a0\u00a0\u00a0\u00a0 To familiarise
\n2.\u00a0\u00a0\u00a0\u00a0 To remind
\n3.\u00a0\u00a0\u00a0\u00a0 To spread news
\n4.\u00a0\u00a0\u00a0\u00a0 To overcome inertia
\n5.\u00a0\u00a0\u00a0\u00a0 To add a value not in the product<\/p>\n