We are living in an age where organisations have mastered the art of branding and presenting the brand in a glorious way to customers. This incorporates both the product and services industries. The creativity across the board is very impressive and the advertising campaigns have done well to tick all the key boxes which incorporate the following elements:

• Is the targeted market clear in the advert
• Is there a hook factor that grabs the attention from the target market
• Is the advert creating awareness
• Is the advert creating interest
• Is the advert creating a desire to get the product or service
• Does the advert have a call to action that results in the customer actually taking steps to go and access or purchase the product or service

Most campaigns have done well to create tangible visibility and presence in the market. Alongside this has been the respect that has been built for such brands. Advertising brands also tend to win the automatic trust of customers and they are viewed as the authentic brands due to the fact that they can afford to advertise. Those organisations that are not big on advertising are treated with suspicion and often trusted after they have proved themselves.

Delivering on promises made through advertising is a crucial aspect of building a brand’s equity. Advertising serves as a bridge between businesses and consumers, fostering a symbiotic relationship that brings about numerous advantages to the latter. Here are some benefits of delivering on promises made through advertising:

• Advertising disseminates useful information about the relative merits and unique features of the product or service in terms of quality, utility, price, durability, and convenience. As such, it guides and helps consumers to make the right purchase decision. It explains the reasons to buy and convinces consumers. It makes buying decisions much easier. Advertising helps customers to buy intelligently, from an informed position.
• Advertising stimulates the sales of quality products. It creates the right image of good products. Advertising reduces the risks of buying low-quality products. It promotes quality by presenting information, proof, and comparison.
• Modern advertising has evolved to include creative and entertaining content, leveraging storytelling, humor, or emotional appeals to capture consumers’ attention. Engaging advertisements not only entertain but also leave a lasting impression on consumers, making them more likely to recall and consider the advertised products when making purchasing decisions. Thus, advertising not only informs but also captivates and connects with consumers on a deeper level and it is the linger effect that results in the actual purchase of the product or service.
• One of the primary benefits of advertising is its role in fostering a competitive market landscape. Businesses engage in advertising to differentiate their offerings from competitors, ultimately leading to increased consumer choice. A robust advertising environment ensures that consumers have access to a diverse range of products and services, tailored to cater to their unique preferences and requirements.

Matching the promises made by an organization through advertising and actual delivery to the customer is crucial for building trust and loyalty with customers. When a company makes a promise to its customers, it sets an expectation that the customer will receive a certain level of service or product quality. If the company fails to deliver on that promise, it can lead to a loss of trust and loyalty from the customer. After coming across some brilliant radio and press adverts for a specific local bank in Zimbabwe, I decided to visit one of the branches to open an account since the adverts promised that one could open an account instantly within minutes. Upon arrival at the bank, I was amazed to discover that the staff in the branch were unaware of the campaign and to cut a long story short it took 3weeks to open the account.

Companies may make false claims in advertising to attract customers and increase sales such as in the case of the bank mentioned above. However, this practice can lead to negative consequences such as a damaged reputation. I became a strong opinion leader in discouraging people from opening accounts with that bank and there were many people who would indicate an interest to open an account but as soon as I shared my experience with them they would look for other options.

Many companies have been caught out for peddling mediocre products, using wild claims like “scientifically proven” with “guaranteed results.” For companies that cross such lines, it can cost millions and lead to a damaged reputation. An example is the Ambi skin products which were skin lighteners that contained a chemical called hydroquinone which after a period of use would damage the skin. Keeping promises to customers should underlie everything that a company does. It should be at the core of customer service excellence. Customers understand that there would be service lapses and problems. They can be forgiving if they know a company tried its best and would do anything to make amends. Clients must perceive effort and commitment from the company in keeping its promises to them. Breaking promises to customers is a sure way of driving them away, and ensuring that they never come back.

False advertising is used to increase the number of customers to the company or business with the intention to increase profits. Some types of false advertising are more noticeable to consumers than other advertising schemes. Companies whose only goal is to rack up as many profits as possible tend to use advertisements that may conceal important facts, or use misleading images in a bid to get customers to buy a service or product. The proof of the pudding is always in the eating, such companies are usually found wanting at the point of delivery.

When a brand follows through on its promises, it results in a loyal and happy customer base, ready to advocate for the business and help it grow. This results in increased word of mouth referrals and these tend to be more effective as customers tend to believe those who have an experience with the product or service. On the other hand, when a brand breaks its promise, it shatters customer trust, leading to a damaged brand. Breaking the promises made to the customers leads to negative reviews and as a result reduced revenue.

Promises made through advertising that are not fulfilled can have severe consequences for both consumers and businesses. False promises can deceive consumers into making uninformed decisions about products or services. This can lead to dissatisfaction, loss of trust. Unfulfilled promises can erode consumer trust in a business, making it difficult for the business to attract new customers and retain existing ones.

In conclusion, matching promises made by an organization through advertising and actual delivery to the customer is essential for building trust and loyalty with customers. Companies should set clear expectations when beginning an association with a new customer, ensure that sales staff do not overpromise or narrate half-truths when making their sales pitch to customers, keep customers informed in case of inadvertent delays, and promise only as much as they can deliver. It is important for businesses to be truthful in their advertising practices so as to uphold the brand’s equity.