Advertising and Promotion

1003 Words Jun 9th, 2006 5 Pages
Advertising and Promotion

Advertising is a form of commercial mass communication designed to promote the sale of a product or service and it also sends messages on behalf of an institution, organization, or candidate for political office. Advertising can be found in cultures from thousands of years ago dating back to 3000 BC in Babylonian times. Back then they only used graphic signs and word of mouth from town criers to promote their product to the people. Today we still use word of mouth of radio and TV personalities along with more advanced forms of media to communicate with the public. Societal values are both created and reflected through advertising. I think advertising reflects on societal values more than creating them. Most
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The females responded more to advertisements that were touching and emotional, and funny.
Household income did not affect the type of products the consumer bought. The students (15-25) with income less than $25,000 seemed to spend purchase products out of their income range as opposed to college graduates that have an income exceeding $25,000. This showed me that students (15-25) are more influenced by their environment and tend to purchase products due to advertisements that they can relate to and are intrigued by. The level of education completed illustrated to me that the more education one had the more aware and exposed they were of different higher-classed products but did not necessarily mean they purchased these products. They were still practical in their consumer behavior of needs and a little more influenced in their consumer behavior of wants. Friends and family mostly affected their purchase decision on new products. Word of mouth and sampling of the products from friends and family influenced their general feeling on a product and their buying decision. Their trust on family and friends superseded the impression they get from advertisements. They viewed advertisements as a form of "entertainment" that tapped into their emotional feelings and either made them laugh, cry, or even more informed on a product. The reactions from these advertisements were successful