"Advertising becomes a dialogue that becomes an invitation to a relationship."
--Lester Wunderman, member, Advertising Hall of Fame
I received this is one of my daily e-mails from AAF SmartBrief and I can't help but completely agree. It doesn't matter what industry you are in for advertising, whether it be product sales or human resources, but advertising really is what assists in opening the door between the relationship between suppliers and consumers or companies and candidates.
Advertising's job is to create and open the connection between two people and lead them to a discussion. Ads persuade people to guide their interest to an item or service. This is why it is so hard to gauge definitive responses and results from advertising. The product or service must be able to be sold effectively by the supplier otherwise advertising only leads to a one sided discussion resulting in clutter for your target.
Effective advertising not only falls on creating good-looking and memorable ads but also sales teams and representatives. Building brand names and marketable identities is only half of the power behind effective relationships between an audience and a company.
Creating effective ads comes down to figuring out what separates your company from the rest (defining the unique selling point) and what means the most to your candidates at this time. There are a variety of ways to connect with your targets including humor, emotion, direct competitor comparison, and education; but, they are not limited to those categories. Finding the unique approach that captures the majority of potential candidates' attention is the goal to opening this large discussion.
What factors would you say fall into the equation of this discussion between consumer and company?