In time of economic crisis, many companies cut the marketing money, especially advertising dollar. But that's the action taken by those who not knowing the marketing well. Advertising's effect is more visible and effective when others are not advertising.
Advertising does a lot to people including awareness building, preference/liking creation, etc.
I just encountered one case in point (why we have to do advertising).
Do you know Yu-Na Kim? She is the world figure skating champion from Korea. She is very famous for her outstanding skill and art in figure skating (she has charming face as well).
Yuna Kim is the spokesperson/model for Samsung's airconditioner in Korea. In air conditioner category, LG is the No.1 in the world in terms of Market share. Of course, in Korea market LG is the dominant No.1 in Air conditioner. But thanks to the Yn-Na Kim's recent championship and advertising featuring her, Samsung's Air Conditioner grabs No.1 spot already in some of big department stores. LG is losing share and Samsung with Yuna Kim's advertising gains big momentum in sales.
Advertising does a lot to people including awareness building, preference/liking creation, etc.
I just encountered one case in point (why we have to do advertising).
Do you know Yu-Na Kim? She is the world figure skating champion from Korea. She is very famous for her outstanding skill and art in figure skating (she has charming face as well).
Yuna Kim is the spokesperson/model for Samsung's airconditioner in Korea. In air conditioner category, LG is the No.1 in the world in terms of Market share. Of course, in Korea market LG is the dominant No.1 in Air conditioner. But thanks to the Yn-Na Kim's recent championship and advertising featuring her, Samsung's Air Conditioner grabs No.1 spot already in some of big department stores. LG is losing share and Samsung with Yuna Kim's advertising gains big momentum in sales.
How this happen? Samsung did not improve its air conditioner recently. The product is the same , but the only difference is advertising featuring Yuna Kim. Thanks to Yuna Kim, Samsung can deliver very positive Aad (Attitude toward Advertising). And this very positive attitude toward advertising is now translated into the attitude toward Samsung Product.
When people likes some ad, its liking/preference can spillover to the product thus creating liking/preference for product. This is why we have to develop very good advertising that can create liking/preference for both advertising and product. And this liking or preference in deed affect our purchase decision unconsciously as evidence by this case of Samsung Air conditioner taking over LG recently in Korea market.
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