Advertising can express the value of a brand among consumers. A dollar value may be placed against the customer “goodwill” for a brand and be made part of the calculation for how much the parent company is worth financially on Wall Street. The $167 million that Gillette spends on advertising its health and beauty aids reflects the value that consumers place on its products.
But it is difficult if not impossible to make a direct relationship between the dollars spent on advertising and how consumers value a brand. While Lexus spent one-fifth of the advertising dollars of Ford in 1993, it was Lexus that ranked higher in customer satisfaction according to the J. D. Power Survey of Potential Car Buyers.8 Many goods or services advertise very little, if at all, and yet are still highly appreciated and valued by their users. Hospitals typically only spend a few thousand dollars on advertising, yet they are highly valued. In contrast, cable television companies spend a good deal of money on advertising and promotion, but they have low satisfaction ratings.
Advertising Provides a Sense of Belongings
When Hallmark reminds you to send a Valentine’s Day card, “When you care enough to send the very best,” your participation in this annual ritual links you to millions of others who are doing the same. Advertising depicts familiar activities or scenes to help consumers feel that they belong to a larger social organization. For example, commercials for Shout stain remover help mothers of young children feel they are not alone in trying to cope with grass or ketchup stains; and Subaru has begun targeting lesbians with creative advertisements designed specifically for that part of the gay market.
A sense of belonging is one reason why minority groups argue for specific creative executions for their customers. Major advertisers such as McDonald’s and Seagram’s have ethnic advertising agencies develop separate ad campaigns to reach African American ora Hispanic consumers. These ads show people from those ethnic groups using the product, and they may also reflect different cultural preferences or customs that these minorities will be more likely to recognize and appreciate. Dominick’s Finer Foods, a midwestern chain of grocery stores, not only creates ads in Spanish to reach its Hispanic customers, it even shows different cuts of meat in these ads to reflect the pieces that this ethnic group prefers to buy.
Advertising Reflects the Value of Society
Advertising’s supporters maintain that the messages it conveys merely reflect the values of society as a whole. In the 1980s, when the United States was enjoying an economic boom and materialistic values became more important, there were numerous ads that focused on having more and buying more. Society’s compassionate value is expressed in public service ads that try to raise awareness for some of today’s social problems, such as child abuse or AIDS discrimination.
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