The Lessons Learned in Advertising Courses for the Rest of Us

I will never understand the world of advertising. Why do companies like Coca Cola and Wal Mart advertise? We all know that they are there. We can’t live without them, nor would we want to. Are the commercials merely a further reminder of our addiction to them in society? And why don’t our favorite hole in the wall restaurants and boutiques invest in national commercial campaigns? They are fabulous and the world should know it! But then again perhaps that is why they are fabulous; because they are unknown and special to a handful of people instead of an entire country. And they are exceptionally special to you. Why do some companies advertise until it gets to the point where you can close your eyes and picture their commercial in your head down to the smallest detail, while other companies rarely make a peep in the promotional world and still flourish just the same?

Companies that you consider to be fantastic but remain undiscovered are not exactly suffering the majority of the time. Often their low profile is premeditated. A lot of companies enjoy success in the median, they don’t want to be a super star corporation. In the movie Spanglish, Adam Sandler’s character portrays the perfect example of this. A restaurant owner who is upset when a restaurant reviewer gives his establishment a 5 star rating, he curses to high heaven and mourns the fact that his small town success is now going to be a huge restaurant where the regular patrons from the neighborhood will no longer be able to get a reservation.

Many companies embrace the small town feel of their business. They want to spend time with their families and run their one shop; not an entire chain. On the other end of the spectrum, we see that the big businesses advertise constantly. Why is this? Perhaps it is because they are threatened by the little guys inching their way up the food chain.

I refuse to go to Starbucks. I think it is too “trendy” and I prefer to patronize my local neighborhood coffee house. It has more charm and needs my business more than the coffee bean ruler of the world does. But what if everyone began to think as I do? Where would Starbucks be? Exactly.

Large corporations want their store’s image imprinted in your mind so that you won’t be distracted by the up and comers. Target has to advertise as much as Wal-Mart. TGI Fridays has to promote themselves as much as Chili’s. And so on and so forth until we are so bombarded by the giant commercial campaigns, that we wouldn’t dream of going anywhere else.

I for one prefer the smaller establishment that is comfortable in its own skin and is enjoying its low key success. Others enjoy the multi million dollar corporations in “Anytown”, USA. The choice is yours. Everyone always complains that they don’t have enough money these days, so make sure that yours is spent in the best way!

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