This week’s featured Tips N Chat Throwback post is an article written by Cathey Manning about the benefits of advertising your business image. It was featured in the January 1978 issue of Tips N Chat, the “magazine published for the benefit and enjoyment of on-location carpet cleaners”. Remember to check back every Thursday for a new throwback post!
Does It Pay to Advertise Your Business Image?
By Cathey Manning
What does it mean to advertise your business image? Product advertising has long been accepted as a major sales tool. Many studies have been conducted over the years by advertisers and their agencies to determine the effect of product advertising. Until recently, though, little research has been done in the area of corporate image advertising. Major oil companies, steel manufacturers, and life insurance companies are only a few of the types of corporations that have ventured forth in this area.
A study was recently prepared by Yankelovich, Skelly and White, Inc., for Time magazine on the effectiveness of corporate advertising. The objective was to determine if the advertisements created a favorable attitude toward the corporation, its products, and stock value. Five companies who are currently doing corporate advertising were compared with five who are not. The group of people who were questioned consisted of upscale business executives in both large and small corporations with an annual income of $25,000 or more.
At the conclusion of almost 200 personal interviews the data suggested that of the companies that did advertise their business image, there was a greater recall of their ads and a higher familiarity with their logos. For these advertisers there was a 22% higher familiarity with the company and a 34% higher overall impression of the company. Several favorable attitudes found associated with the corporate advertisers were the quality of their products; the competence of their managements; and the soundness of their financial situation.
What does this mean to you as an advertiser in the cleaning field? With competition at an all-time high it is important to clearly evaluate your advertising situation. A rock-bottom price can be a selling point, but if you have an established company with trained operators, trying to outbid the fly-by-night company across town can be frustrating. Better equipment is another selling point, but as more and more companies offer a variety of cleaning facilities, this can also be a minor point. Service is one area where you can be different if your company's name is synonymous with quality work; competent personnel; and a business that stands behind its work.
The local carpet cleaner with one truck-mount and a few operators doesn't have a lot in common with IBM except where advertising is concerned. The problem is to find the most effective way to reach the public with the company name. One way to consider, as shown productive by the above study, is to advertise the business image; to advertise the high standard of professionalism of the company. A concept that has proven effective for Texaco and U.S. Steel can also be a concept that works for you!