THE ADVERTISING DEVIL

THE ADVERTISING DEVIL
-IS IT REALLY EVIL?

COMPETITION IS THE KEY FORCE FOR GROWTH IN ANY ECONOMY.IT IS AN ALL-PERVASIVE FACT OF BUSINESS LIFE, EVEN IF IT IS DIFFICULT OR SOMETIMES IMPOSSIBLE TO MEASURE. AND YET, MANY GOLIATH OF THE INDUSTRY HAVE FALLEN TO SMALLER DAVIDS, JUST BECAUSE THEY FAILED TO RECOGNIZE COMPETITION OR TOOK IT TOO EASY. IN THE AGE OF ADVERTISING WHERE COMPANIES, BIG OR SMALL, RESORT TO ADVERTISING FOR ACHIEVING THEIR TARGETS AND STAYING AHEAD OF COMPETITION, LET'S RAISE A KEY QUESTION ABOUT THE IMPACT OF ADVERTISING ON COMPETITION: IS ADVERTISING COMPETITIVE OR ANTI COMPETITION?

GOOD BUSINESS PEOPLE HAVE NO DIFFICULTY IN IDENTIFYING WHAT THEY CONSIDER COMPETITION. AFTER ALL THEY ARE KEEN OBSERVERS OF ALL THAT IMPACTS THEIR SALES OR BOTTOM LINE. BE IT THE NEW PACKAGING IN THEIR CATEGORY, THE APPEALING ADVERTISING CAMPAIGN, OR THE ' IN NEWS ' NAME IN THEIR CATEGORY; BE IT THE NEW ENTRANT WHO LAUNCHES WITH A BANG OR AN EXISTING COMPETITOR WHO SUDDENLY RE-INCARNATES TO EXPAND HIS MARKET SHARE; NOTHING ESCAPES THE NOTICE OF THE ASTUTE BUSINESS PERSON. HOWEVER IMAGINE THEIR THEIR CONSTERNATION WHEN SOMEBODY GETS UP TO TELL THEM THESE EVERYDAY EXPERIENCES ARE NOT COMPETITION. THESE ARE JUST WAYS AND MEANS FOR SOME COMPANY TRYING TO GRAB CONSUMER ATTENTION OR TO DIFFRENTIATE ITS PRODUCTS FROM OTHERS OR ITS ATTEMPT TO GAIN MARKET IDENTITY AND MUCH COVETED CUSTOMER LOYALTY OR JUST ITS WAY TO GRAB EYE BALLS BY DOING SOMETHING DIFFERENT IN MEDIA.

WHAT THESE BUSINESS MAVERICKS SOMETIMES FAIL TO GRASP IS THAT THE ESSENCE OF COMPETITION IS RIVALRY. THE KIND OF RIVALRY THAT PUSHES COMPANIES TO IMPROVE THEIR PRODUCTS; TO LOOK FOR BETTER AND MORE ECONOMICAL WAYS TO PRODUCE AND DISTRIBUTE THESE. COMPANIES THAT UNDERSTAND THESE CUES, PUSH THEMSELVES TO RE-THINK OR RE-VISIT THEIR OWN BRAND TO OFFER THE BENIFIT OF A NEW PRODUCT OR A BETTER PRODUCT TO THE CONSUMER, WHO IS FOREVER IN SEARCH OF A BETTER ' DEAL '. AND THOSE WHO DO NOT UNDERSTAND THESE NEEDS LOSE OUT TO THEIR MORE IMAGINATIVE AND EFFICIENT RIVALS.

.....TO BE CONTINUED