PEER RESPONSE TO BETH COLLINS

Hello Beth,

I can relate to this as I have also witnessed a similar case. Digital advertising has, over the years, proven to be significant in the business world. While the importance of advertising cannot be stressed further, many businesses, such as Sears in your analogy, tend to underestimate its significance. Much like Goodyear, companies invest more funds in advertising because advertising works. Otherwise, they would not have to do it. It is the backbone for the growth of a business. You may ignore it, or it may be irrelevant to you (why do I see Goodyear ads everywhere across the mall?) But many others will notice it and appreciate its relevance. And even if you ignore an advert, some part of your mind still processes it. Now you have “heard of it.” It is lodged in your brain in some small way, which may pay dividends later.

More than just creating an eye-catching product is required to generate sales. Once you have developed a service or good that you think customers might need, now comes the problematic part-advertising. Even if you have made something so undeniably magical and earth-shattering that it “sells itself,” it still doesn’t. You need to build its awareness, promote the product values, and establish a desire to own it while staying a couple of steps ahead of your competitors, even if it means paying a few dollars more.