Advertising is not about creating an image or awareness. It’s about selling stuff. Brand awareness simply means I have heard of your product or service but it doesn’t mean I trust you, or I’m going to buy from you.

Given that, it’s a mystery why publications are full of what WE call ‘we are the greatest’ ads. As uncomfortable as this may sound, nobody really cares about how great your company is. A prospective buyer - for the most part - only cares about how your products and services will make their life better.

Everyone else, including your prospects and clients, are also preoccupied with themselves. Frankly they don’t care much about what you have, or what you do, or what you know. In fact, they’re downright indifferent about you.

Now can you see why the majority of magazine, newspaper and trade press advertisements fail to have any impact on your prospects, and consequently any effect on your sales?

Do your ads answer the prospect’s question “what’s in it for me?” If so, you will - at the very least - have an opportunity to win their business. If not, they will already have turned the page.

All forms of Advertising work on the same principal.No matter how compelling or exciting, an Ad cannot succeed if they don’t appear in the right place, at the right time, with the right message. At Absolut, we take all objectives and strategies into account and help our clients see how.