Response Postings x5

Example:

The success of advertising depends first on the relevance. Some creative and advertiser ads feel creative and stand out from the crowd but are not actually relevant to the advertised product. Consumers have no idea what such ads are promoting after they see them. Therefore, no matter how creative it was, it failed because it forgot the economic purpose of advertising itself. For example, some products are advertised by celebrities, only to have the ads become promotional videos for the celebrities themselves. The audience remembers the star, not the product. Especially when some stars do the image spokesperson of multiple products, the advertising effect is worse. Therefore, it is very important to know how to ensure the relevancy of creative advertising.

According to textbooks, relevance can be achieved in two ways: ad-to-consumer relevance and brand-to-consumer relevance. (Belch, 2020) Ad-to-consumer relevance refers to how elements used in advertisements attract consumers' attention and interest. Such as citing popular topics, celebrity endorsements, or targeting the preferences of a specific audience. On the other hand, brand-to-consumer relevance refers to the effectiveness of advertising in accurately conveying information about a particular product or service to consumers. The example above was how advertisers overemphasize ad-to-consumer relevance and neglect brand-to-consumer relevance. Therefore, finding a balance between the two is an important indicator to measure the success of an AD's relevance.

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