Quote Originally Posted by IanF View Post
Roelof,
Aren't you making a case to not adverise here if you have to increase the frequency. I feel if I see an ad from Pick n Pay and it is something I want I no longer keep the ad as Pick n Pay advertise so much I will see it again.
Why not try the opposite and have a genuine once off ad with a good once off offer. I feel this has more chance of being successful than the repetitions.
The case I am making is that advertising is changing. Just having a price list with your products will not have the same effect as years ago. Repetition with certain advertising media is unfortunately essential. Placing one advert in the newspaper will not have a response as most marketers will tell you. Even if you place the add on the front page, you will need to repeat the add several times before it will become successful. There are other factors at play as well and it is not that clear cut but essentially repetition is one of the main ways that current ad agencies and big budget marketers are doing things. That is why advertising is such a big industry. How ever if they do not catch on with times they might soon find themselves in a bit of trouble. They will need to change their strategies.

Merging marketing strategies into a super marketing strategy is becoming more and more important. Therefor including different departments under one umbrella might be something we will see more often in bigger companies. For example there is a lot of synergy between Public relations, marketing and IT departments. Although on the surface it might seem they have different roles and they are currently being treated that way by many companies, however they are becoming more and more related, because the future of marketing is changing to include the merger of more resources to accomplish successful marketing campaigns.

Your point about a genuine once off ad is a very good point. IMO just advertising will not work nearly as well as a good promotion accompanied by a viral campaign and good prizes. However the public already has many choices there as well and repetition might still be required.