The first step for advertising to work is to grab the attention of the audience. It totally makes sense, doesn’t it? The whole effort of advertising will be useless if no one pays attention to what you have to say!
Then, after grabbing the attention, it should persuade the audience to take a specific action. But for it to be persuasive, it should be informative. So good advertising not only attracts attention, but also is persuasive.
Let’s not start with CDJ straight away (yup, you’re right! That’s Consumer Decision Journey). Instead, think about the Internet and how it has changed so many aspects of our lives! Here, I’ll focus on the way we communicate – and not just on a personal level!
Marketing, advertising and branding are all ways businesses use to convince consumers, clients, donors or stakeholders to purchase their goods or services or invest in their business. Due to their close connection and purpose, people usually use these terminologies interchangeably which is not quite right. Knowing the differences among these concepts – marketing, advertising and branding – will help you and your business plan and execute each one the best way, instead of mistaking one of another. It will help your business grow in reputation and keep potential and current buyers aware and happy.