Synergy, Coherence, And Consistency In Advertiseme

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Synergy, Coherence, and Consistency in Advertisements and the Vital Role They Play By: Cameron Dailey (0399141) Date: February 17, 2012 Course: ADMN 3150 The advertising industry is a difficult market to define, some call it art and some call it a science, either way it comes down to effectively communicating ideas to customers. But how does one persuade potential customers to start buying, and current customers to continue buying a product or service? The answer depends on many things, and can change quickly, especially in today’s market place. Though the world is changing faster than ever, advertising must be able to be broken down to basic parts that are necessary for an ad campaigns success. Leo Burnett believed that advertisements should reflect the world around it, by using folklore he created famous ad campaigns such as The Jolly Green Giant, Tony the Tiger, and the Marlboro Man. Where Burnett often used created characters in his work, David Ogilvy believed in making the product the hero of the commercial. Obviously there are different points of views on what a successful ad campaign should look like, but they all share a certain characteristics. This paper intends to argue that concepts of consistency, coherence, and synergy are necessary for a successful advertisement. Consistency in advertising can mean many things, consistency from one ad to the next, consistency of employee and organizational value, and so own. Everything an organization does affect what consumers think of it, so to maintain a certain brand image an organization must have all of its parts working in the same manor fashion. For example, most consumers would have a hard time trusting a company that claims to be environmentally friendly in its advertisements, but then does not dispose of its waste material in a clean way. When William Burnett’s was working on the iconic

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