Why BUY advertising!?

I hope someone can help me with this advertising dilema. I sell ad space for one of my companies, Highlight Sports. Branding is a concept I’m attempting to engrain in the heads of clients I work with.

My role at Highlight Sports is to promote creative advertising. We provide completely customized DVDs at cheer and dance competitions. In my research I’ve come to the conclusion that a company buys advertising for one of two reasons:

  • Branding
  • Direct sales
  • Branding refers to the process of impressing a company name or a product name onto society’s collective brain. Branding happens with both new and existing products. When you see a billboard that says nothing but “Coke” on it, or you see a NASCAR car that says “Tide” on the hood, or you see a feel-good ad on TV about a car company or an oil company but there’s no mention of a product, that is branding. The advertiser doesn’t necessarily expect you to do anything today — the advertiser simply wants to impress itself on your consciousness. The question that comes to my mind is:

    “How do you teach the importantance of branding to advertisers that don’t seem to know what they are missing out on, that base their advertising decisions solely on ROI?”

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