41) Why Do Brands Advertise?
Have you heard of The Spinner? They made headlines just before the pandemic for their eerie ability to brainwash individuals through targeted ads and news feeds. Imagine being able to convince someone to quit smoking or change their behavior using adtech techniques. It's mind-boggling!
This story leads us to the question we're exploring today: why do brands advertise? An intriguing topic that will make you question the motives behind every brand's advertising efforts and make you curios about the purpose of advertising in general and whether it truly impacts sales.
In this episode, Sudeep takes the interviewer's seat and dives deep into the world of advertising with Sharan. They discuss the definition of advertising, debunking misconceptions and clarifying its role in brand strategy. They explore the concept of creating memory structures for a brand and how advertising fits into the larger realm of brand building.
Sharan introduces the audience to the different types of advertising and the importance of targeting the right audience. They illustrate their points with an example of UPI adoption, showcasing how different consumer segments respond to advertising. Throughout the discussion, they emphasize the significance of building recall and creating distinctiveness in an ever-competitive market.
LIsten in as our hosts unravel the mysteries of advertising and understand why brands choose to invest in this powerful tool. You’ll gain valuable insights into the world of advertising, its impact on consumer behavior, and the complex motives behind it all.
And don’t forget to write in with your questions or feedback to mail@cobbcast.net
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
