Reading Matter
Good advertising is a bonus for employees
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We think of advertising as speaking to consumers. But what about the sponsor’s employees?
The family is watching television. It’s evening, after supper. A commercial from dad’s company appears on the screen. It combines a sentimental idea based on product features with copy that feels realistic and empathetic. It’s charming.
Mom says, “That commercial is really good.”
The daughter, now in junior high school, adds, “The kids at school really like it.”
Dad says, “Really?” He is trying to look cool, pretending that he is indifferent to the praise. Inside he is bubbling with joy.
Commercials like this one, that families praise and make dads feel good are a bonus for employees of companies that sponsor them.
As employees, we receive our pay, then think about what to buy.
After clothing, food, housing and the children’s education, we have a bit left over.
Do we take someone we cherish to a restaurant? To a movie? Or out to sing karaoke? What we want most is to share our pleasure with someone important to us.
Our family members are the most important of all, and when one of them says, “Your company’s commercial is really good,” it feels like a special bonus.
Inside we feel our chests swelling with pride, “Dad’s company knows what’s good.” That desire to work hard welling up inside us is something we never get from the company president’s lectures. It comes from deep inside.
So when people like commercials, they not only add value to the products or companies they advertise. They also boost employee morale.
If we ask who pays the most attention to commercials, the sponsor’s employees and business partners are at the top of the list. Next come the people employed by its rivals. Third are those who work for its advertising agency. Consumers? Maybe fourth or fifth.
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