We are living in an era where communication is of great importance ― so much so that the ability to communicate is considered one of many significant virtues a nation’s leader should possess. Communication is perceived as a solution to feuds between different regions and generations, while the developments in social networking services and other various tools allow vigorous communication among individuals and groups to exist like never before.

The ability to mutually communicate based on respect and solicitude, as opposed to one-sided commands, is essential not only for individuals, but also for companies.

Advertisement is the most powerful method for such communication between companies and consumers. Ads help shape a product’s image, which in turn establishes the consumers’ attitude toward the product or its brand. An attitude, which in this case refers to the likeability of a product or brand, once formed does not easily change. It is precisely for this reason that many businesses annually invest a large sum of money in creating and publishing ads.

Function of advertisements

Advertisement can be defined as the activity of delivering information related to an idea, product or service to the target audience through media or other channels. A marketing mix of product, price, distribution and sales promotion all play a role in forming the attitude, but especially ads ― part of sales promotion ― most conveniently aid consumers in understanding a product. An effective ad, by introducing and promoting the product, ultimately increases sales.

The functions of ads are as follows.

First, it raises awareness of a product. A company may inform consumers about the product and thereby increase the chances of a consumer selecting it as an alternative when the opportunity rises. This effect can be commonly observed in the release of a new beverage, ramen or other product.

Second, it provides knowledge of the product, which eventually builds consumers’ trust. For instance, companies may advertise TVs, laptops and mobile phones explaining their specifications or features and why they are important.

Third, it establishes favorable consumer attitudes to a product. A consumer who received a good impression of an ad may also think highly of the product it was promoting. One method may be to recruit a popular celebrity so that his or her image rubs off on the product, while another might be to use a series of campaign ads.

Lastly, it encourages consumers to purchase the product. Ads can cause consumers to realize the necessity of a product and feel an immediate need to make a purchase. Brands of outdoor equipment, for example, may introduce the apparel and equipment required during a hike in order to target that aspect appropriately and accordingly.

Ads that communicate

Communication is not simply a notification or announcement, but an interaction between the people or parties involved.

The fundamental sentiment of communication is sympathy. As such, one must not be concerned solely with his or her own situation but must instead understand the opponent’s position. A company should convey, via advertisements, how well it has understood consumers’ perspectives and how focused they are on providing them with benefits. Consumers will be confident in a company when it sympathizes with their values and demonstrates consumer representation, rather than approaching them with the objective of making profit.

Instead of explaining the outstanding performances of a product, an ad should aim to concentrate on the benefits and advantages consumers may gain from it.

As a result, I believe that the winners selected by The Korea Herald have all proven to be ad campaigns that communicated effectively with consumers and thus are all deserving of the award they received.

By Park Heung-soo, Professor at Yonsei School Business