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Exercise, Advertising and You

A lot of people go to the gym, go running, conscientiously follow dietary restrictions, so on and so forth to keep their body in good shape and stay healthy. If you've done any of these yourself, you'll know very well that going to the gym for a week, or running around the nearby park for a couple of weeks, or following a strict diet for a month will not make much of a difference to the state of your body in the long run. It doesn't make much of a difference even in the short run to be honest. But if you do it regularly and continue to do it regularly, you'll notice incremental improvements.

Advertising is very similar. A one-off advertising campaign might increase sales a little around the time of the campaign. But a month or two later, nobody will remember the campaign and the brand is just another among the plenty that's available to the consumer. Hence, advertising is a constant affair. If you do it regularly and continue to do it regularly, you'll notice that consumers remember your brand and if you do it right, they just might grow to like the brand and end up buying the products.

This article makes this point crystal clear.

All this is basic knowledge, of course. Especially if you've taken any Marketing course in a B-School (or outside).

While every marketer worth his salt will understand this, very few extend this to their professional lives.

The underlying principle here is that every outcome observed is shaped by the attitude of the person or the brand under consideration a lot more than by their one-off efforts (even when there are plenty such efforts) aimed at shaping the outcome.

So, be it when applying for a job, or in the case of a brand, when trying to increase sales, stick to basics. The basics being shaping the right attitude. Forget ROI while designing the marketing campaign (be it for the brand or for your self) and make the investment regardless and focus on getting the attitude right. If you do that, the ROI will automatically be satisfactory (exceeds expectations even).

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