Advertisement in the discussion

Michael Brandtner - many solicitors (see also the comment finally penguins in the business paper, November 2006) apparent are in the seventh sky, if about their advertisement one speaks, if it even creates thus its advertisement into the media, or (one may still dream) into the linguistic usage. A large international advertising agency had itself protected for it even the term talc VALUE . Thus also Austria advertisement, or better their advertising agency defends the current penguin campaign with the fact that this provides again and again for discussion material. Beautifully for the advertising agency! But is also beautiful for the client That depends on how is spoken about the advertisement. If the advertisement is located in the center of the discussion, the danger is large that the applied product or the applied service in the discussion becomes the secondary matter. Actually one is to speak means due to the advertisement about the product, since the advertisement is only means of transport, thus for the purpose.

Typical example of the first case was at that time probably the most famous Werbekampagne of the world, i.e. the Whassup - Campaign by Budweiser. At that time at the beginning of this millenium this was the usually-excellent Werbekampagne of all times. It was located in the center of the international advertising world and in the center of the American culture. Whassup it created so even into the linguistic usage of the American youth and became the greeting formula. At the same time the applied beer mark lost Budweiser despite this campaign always its market leader shank. The problem: The advertisement was located in the center, not the applied mark.

How probably looks with Austria advertisement Are the penguins located in the center of the discussion or Austria I fear, like also this comment show, the penguins. Differently with the ski amade advertisement: This does not have penguins, but a highly transparent message, i.e. the largest skiing area and/or ski pleasure of Austria. That is reliably an idea, about which humans speak and whom addresses so the customers. (Detail question at the edge: And as the advertising line of ski amade pleases you, if you can remember these in the detail at all) With ski Amade has the mark the mouth propaganda potential, which transports the advertisement. How looks with your mark and your advertisement Therefore and which is located in the center of the advertisement The advertisement or the applied idea and thus your mark It is your money, and it is your decision.

Likes. Michael Brandtner
Focusing Consultant
Ditch route 45,
A 4150 tubing brook
Tel.: +43 (0) 664 33 68 225
Email: m.brandtner@michaelbrandtner.com
Internet: www.michaelbrandtner.com

Over Michael Brandtner
Michael Brandtner, mark strategist is independently active as advisors the specialist for strategic mark and enterprise positioning and since 1996. Among its clients national and international marks and enterprises rank out over 50 industries. Apart from its advisory assistance are it in demand speaking and author of dutzender scientific papers and comments. In the Jnner its book appears Brandtner on Branding . Since 2001 Michael Brandtner Associate is in the advisor network US of the Markengurus aluminium Ries. Photo likes. Michael Brandtner electronically under: www.prime.co.at/brandtner.htm

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