Does a Good Prod­uct Need to be Sold?

The Economic Times - - The Edit Page -

The de­bate that has erupted this week over whether ad­ver­tis­ing can only be ef­fec­tive if the prod­uct it­self is saleable does no jus­tice to ei­ther. In the ab­sence of em­pir­i­cal ev­i­dence, it can­not be said with any cer­tainty that the sub­ject of ev­ery cam­paign deemed suc­cess­ful both by the mar­ket and peers was of un­doubted qual­ity and was, thus, the prime fac­tor in its tri­umph. Poor prod­ucts have been “sold” well be­fore. If any­thing, the of­ten un­ex­pected suc­cess of some prod­ucts and cam­paigns — and fail­ure of oth­ers — un­der­lines the im­por­tance of the un­pre­dictabil­ity of the one con­stant be­side the prod­uct it­self: the con­sumer! It is, there­fore, quite tim­o­rous to put the onus of suc­cess on the prod­uct it­self. Surely, the real chal­lenge is for ad­ver­tis­ing pro­fes­sion­als to be able to pro­mote some­thing re­gard­less of its qual­ity and saleabil­ity. Of course, they should do so with­out breach­ing the bounds of the law and de­cency and, most im­por­tantly, with­out abus­ing people’s credulity. And there’s al­ways the con­sid­er­a­tion that if any prod­uct was saleable on its own, there would be no need for an in­tense vis­ual cam­paign and high-deci­bel com­mu­ni­ca­tion plan in the first place. De­liv­er­ing the prop­erly pack­aged item to all cru­cial sales points and as­sur­ing max­i­mum vis­i­bil­ity, there would be suf­fi­cient in­cen­tive for con­sumers to buy.

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