The Battle of Advertising: Aggressive Marketing vs. Branding Commercials

This man was an early adopter of aggressive marketing commercials. His commercials were garish, annoying, blatant, and bold. Yet, they were also factual, persuasive, energetic, and unforgettable.

Your aggressive marketing commercial doesn't necessarily have to embody all the adjectives I used to describe his commercials. Aggressive marketing commercials have a few common characteristics that aren't necessarily annoying:

• They often include prices.
• They display as much merchandise as possible.
• They frequently mention a promotional offer or sale.
• The company or product name is usually visible throughout the entire commercial.

These four traits are prevalent for one reason: they boost sales. Here's why:

• Advertisers should include the price if it's exceptionally low. Low-priced items motivate customers to leave their homes and visit the store.
• Showcasing merchandise often entices potential customers. It also gives people an idea of the variety you offer.
• Promotional advertising creates a sense of urgency, compelling people to purchase your product within a specified timeframe.
• Keeping your name on the screen throughout the commercial ensures people see the name even if they mute their TV during commercials. They also become familiar with your font, logo, and color scheme, which aids in recognition later.

You might be wondering, if aggressive marketing commercials are so effective, why don't all the Coca Colas, McDonalds, and Volkswagens of the world use them? The answer is simple: they're more focused on selling an image. When companies prioritize image over identity, their marketing isn't fact-based. They often sell intangible benefits: you'll be cool, sophisticated, and your overall well-being will improve by using our product. This approach can sometimes devolve into a competition of appearances rather than quality.

While we all enjoy a good fantasy, most of us are rooted in reality. We might occasionally be swayed by the model with luscious, auburn hair who supposedly achieved her look with a $5 box of store dye, or the car full of partying teenagers who love their car so much they'd rather stay in it than attend a party, but we'll never truly believe it.

The reason aggressive marketing commercials are so effective is that they highlight the tangible, rational benefits of a product. It's challenging to promote the practical value of products like perfume or beer.

So, when you decide to advertise using TV commercials, remember your audience: people with jobs, children, and responsibilities. In other words, real people living in the real world.