Part 3: Battling Through the Message Clutter—3 Tactics to Add to Your Advertising Arsenal

The wait’s over! You’ve KISSed it, SLIPed it, and now all you need is that final touch to top off your advertising triumph. So here you go…

3. Know your target, know your brand.
Advertising guru David Ogilvy said, “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” With all of the competition to create a message that really stands out, it’s easy to get carried away with the clever taglines and witty copy, losing your brand in the midst of it all. It’s important to maintain your brand’s personality and its essence while marketing. Not all aspects of SLIP IT work for all brands-making your target market laugh probably isn’t the best approach to selling funeral amenities (as unique as it would be). Similarly, it’s important to know your audience just as well as you know your brand. Selling to women ages 35-55? Bet you didn’t know they are the fastest growing demographic of online gamers and networkers. It’s little insights like this that could set you a cut above the rest. It may be tedious and it may be boring (I’ll be the first to admit that marketing research isn’t exactly the highlight of my day), but you can never learn too much about who you are as a brand and who it is you are selling to. Trust me, you’ll thank me in the end.

And there you have it, some of the most obvious yet taken-for-granted tactics in the daily battle we call advertising. Now KISS it, SLIP IT, and declare victory.

Megan Crouse is a senior at the Pennsylvania State University with a double-major in Marketing and Advertising. She is an active member of the Kappa Alpha Theta sorority and The Pan-hellenic Council, where she serves as the Vice President of Administration and Publications Coordinator, respectively. She enjoys working in graphic design and all things creative.


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