Can Advertising Build Brand Loyalty?

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By: Dwayne W. Waite Jr.

When organizations are looking to trim budgets, one of the first places they look at is the marketing and advertising budget. Why? They think that it is the most expendable. No doubt they believe that they have a solid customer base, or the service or product they offer is far more superior than the closest competitor, or that people will search them out and they don't need to search for customers. Sometimes the biggest reason is that marketing and corporate executives do not see the "return on investment" in the money the organization is placing in the activities.

It is a constant plight for AdLand to show the value of advertising and creativity in "the bottom line." At least, in the short term.

To properly frame the argument, we must evaluate what the purpose of advertising is. As Leo Burnett once put it, "Advertising says to people, 'Here's what we've got. Here's what it can do for you. Here's how to get it.'"

Advertising is meant to inform people about what the business or organization has that can improve a person's life. Whether the advertising is in print or mobile, the underlying purpose has not changed. Can that purpose affect the bottom line? Sure. But it doesn't happen overnight.

Especially in the "Information Age." Look: in today's cluttered environment, an advertising campaign has to be focused, creative, and appealing to not only get the customer's attention but to drive them to action. Action is the only way a customer could know that the advertising was accurate and effective.

Now comes the question: Is it advertising's purpose to keep them there? Is it advertising's purpose to build brand loyalty?

Surprisingly, no. Once the customer is introduced to the brand, the brand must be able to satisfy the needs and wants that the message (the advertising) said it would. After the initial engagement, it is then advertising's purpose to remind the customer of the experience they had? As long as the advertising hits the right part of the brain (the value, not benefit part like we discussed before), the organization will have a recurring customer.

AdPeople, are we asking the right questions when we choose a partner? Are we asking ourselves, "Can this brand back up the creative it wants us to provide?" If not, then let's reconsider the relationship. All the good advertising in the world can't help an organization that can't meet the needs or wants of the public, even if you try to "create" them.

We hope this didn't come out like the lame "you can't just connect with the customer, you must engage them" mumbo jumbo, because we do feel that the purpose of advertising, especially in the executive suite, is severely misguided. We hope this helps add to your argument about why advertising works.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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