Establishing Reputation

Advertising is not always required for the purpose of increasing the sales of a product, although that must be the final effect of the advertising if it does its work. It frequently happens that business organizations at various times in their careers need advertising for the extension of values along more general lines in connection with the organization and its market. Sometimes it is necessary to forestall difficulty by establishing relations of confidence with the public, not merely in connection with the product but in connection with the organization itself. It is frequently necessary to find other uses for a product and impress them upon the consumer.

In the last 15 years of rapidly increasing activity along the internet lines, many concerns which have started and gained a considerable amount of business have been obligated to set themselves at work to devise advertising for the purpose of establishing an organization reputation. This has been particularly the case with organizations making a number of products, where the sale of the one product cannot altogether carry the sale of another product, but where an established organization's reputation can increase the sale of both. It is obvious that the plan of action will materially differ if this is to be the central idea. Every piece of copy and every piece of printed matter must be selected physically with the same idea so that type, border, illustration, the text of articles in the magazine, internet, or publication, and the whole atmosphere of the campaign will intensify the suggestion contained in the copy.

Extending Organization Values

Allied to this matter of establishing reputation is that of extending the value of the organization by suggesting not so much its repute but the individual character of its actions. This point of view has been necessary in a number of cases where it is difficult for the consumer to be able to determine from the appearance or general survey of a product, the value which it will possess for his purpose, and where consequently the discrimination is not exercised except in a negative way.

There are many products which to all appearances may be made to look equally good with a 50 per cent difference in cost. In such cases the only hope of the serious manufacturer is to extend his organization value to the public by showing the care that is taken in giving to the public a product which will fulfill the purposes required of it ant1 possess a value equal to the price which is asked for it. The plan which requires this point of view will not be effective particularly as to media, but it will be thoroughly effective as to copy and illustration.

Look at the clothing and accessories industry. Put a name brand on the same pair of pants and the price asked will skyrocket. This comes from convincing the consumer that the brand is worth more than other brands based on reputation and image set forth in advertising copy. Thus when you do your research into the niche market you are going for, you should have sufficient reason to ask a higher amount, if, in fact, you are setting a higher price. Much of that will be in selling your organization, which could just be you, as a superior producer of the product.