Actions speak louder than words. Images, too, can speak louder than words. Images convey messages, thoughts, and feelings in a way that words just cannot achieve. In advertising, this means that television can succeed in areas where radio falls short. Don’t get me wrong; radio ads can be highly effective. They easily target segmented markets, promote both regional and national brands, and reach consumers at no cost to them. However, radio ads are limited solely to audio and therefore require great creativity when promoting a very visual product. When a product is better at being viewed than described, television advertising is the best route. Fossil, an authentic leather goods designer, creates products to be viewed. Fossil watches, handbags, jewelry, and other products are designed with great detail in mind, a fact that becomes apparent only under close examination. Since the rise of cell phones, watchmakers have feared for their sales. With watches remaining Fossil’s primary product, this threat extends to its brand. In response to this concern, Fossil’s most effective route in broadcast advertising would be via television. Ads presenting images of the watch can highlight the features of Fossil watches without a long narration of descriptions. In this case, Fossil could follow the maxim, “Show, don’t tell.” Paired with the right music, close-up images of different parts of Fossil watches could elicit emotional responses from viewers. These ads could convey feelings of quality, desire, and authenticity, without ever saying a single word. Television ads such as these would fit in with Fossil’s current brand image and advertising efforts. Fossil strays on the side of simplicity when it comes to words in its promotional materials. Fossil products, packaging, and advertisements usually feature interesting graphics with very few words; often, “Fossil” may be the only text. Because of this, a radio ad that depends largely upon words would not coincide with Fossil’s brand. Television advertising offers a variety of advantages to companies such as Fossil. While combining sight and sound, TV ads leave great impact on viewers. Additionally, television pulls a large audience, so advertisers can reach a great number of viewers. Because of cable and satellite, television advertising can also offer a segmented group of people with similar characteristics. Fossil could effectively use this to its advantage by studying its potential customers and learning what time they watch TV and which shows they watch. Then, Fossil could create TV commercials to specifically target those interested in its products. EDIT: After writing this post, I came across a few ads made by Fossil. Apparently, the company and I had similar thoughts on the issue, as this video ad almost perfectly executes the ideas I had when writing this post. Check it out below:
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Kristin KreherMy happiness comes from meaningful interactions, the outdoors, thrift shops, and saying "thank you." Archives
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