Page 275 - (DK) The Business Book

SUCCESSFUL SELLING 273

See also: Stand out in the market 28–31 ■ The AIDA model 242–43 ■ Focus on the future market 244–49 ■
Creating a brand 258–63 ■ Make your customers love you 264–67 ■ Generating buzz 274–75

Kit Kat advertisements in the UK
like this one from the 1960s have used
the slogan “Have a break—have a Kit
Kat” for almost 60 years. The phrase is
now synonymous with the brand.
Early to bed,
Barratt, his son-in-law, was more of early to rise. Work like hell
a risk taker. He understood the and advertise.
importance of staying in the public Ted Turner
arena and of constantly evaluating US media mogul (1938–)
changing tastes in the market.
An outstanding example of
image building through long-term
through the 1940s, believed that advertising is Nestlé’s Kit Kat. Most
cutting advertising spend was people in the countries where this
foolhardy. Instead he pointed out the slogan was used will probably be
advantages of a continual presence able to finish the product’s tagline, bombarded with information and
in the market through constant “Have a break—have a Kit Kat.” One images on a daily basis. Research
advertising. To survive commercial reason the slogan is so well known into viewer reactions to television
ups and downs, a business needs in the UK is that it has been in use commercials has shown that even
to maintain a constant presence in since 1957, forming an important when consumers have been
the mind of the consumer. part of the brand’s advertising and overloaded with information, and
Barton believed that it is a false marketing ever since. are ostensibly uninterested in, or
economy to advertise only when immune to, advertising messages,
the market is booming and the Staying power they are still likely to register positive
company has the budget for it, and It could be argued that the company feelings toward advertisements that
then to cut back when profit that stops advertising risks reinforce previous brand preferences.
margins are reduced. If a company disappearing from the public This would seem to support Barton’s
withdraws from advertising, the consciousness, perhaps even more view that effective advertising
consumer may forget about them, so today when most people are requires an enduring commitment. ■
making it a tough job to win them
back later when the economy is Edward Bernays altered opinion, lifting the taboo
buoyant again. on women smoking in public.
Remembered as a pioneer of Bernays loved competitions
Building a brand public relations, Edward Bernays and to promote soap for Procter
Barton was not the first to prize the (1891–1995) was able to link & Gamble he created a soap-
value of advertising in developing special events, press releases, sculpting contest for children.
an indelible image for a company or and the influence of third parties He set up surveys, gathered
product. Thomas Barratt (1841–1914), to promote his client’s products. expert opinions, and arranged
sometimes dubbed the “father of A nephew of Sigmund Freud, business luncheons to change
modern advertising,” created a Edward Bernays was fascinated public opinion. Other clients
number of campaigns for the UK by psychology, often employing included car manufacturer
psychoanalysts to provide General Motors and Philco,
soap maker Pears in the late 19th
evidence for his campaigns. an early pioneer of television.
century. These advertisements
He famously conducted a Bernays also sought to raise
helped make the brand synonymous
successful campaign for the the profile of public relations
with soap. While owner Francis
American Tobacco Company in and establish it as a serious
Pears was extremely wary about the 1920s, which radically profession in its own right.
spending money on advertising,