Text 2 “Functions of Advertising”
Pre-reading discussion 1. Can companies do without advertising? If not, why? State your point of view. 2. What is your reaction to advertising? 3. Has any ad ever made you get interested in buying a product? 4. Has an ad ever made you buy a product? Share your experience 5. How many roles does the advertising play?
Read the text and answer the questions below:
The particular roles that advertising can play are many and varied, although they fall within three broad areas: • To inform • To persuade • To sell To inform In certain instances, advertising simply seeks to provide the public with specific pieces of information. In many cases, this has a neutral content,
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Government departments sometimes use this form of advertising to bring about a change in attitudes towards issues of general concern. In some market sectors, advertising may be used as a precursor to other activities. It may, for example, attempt to provide specific information to the target audience in order to persuade potential customers to take a sales call. To sell Most advertising seeks to promote the sale of particular goods or services. To achieve this objective, the advertising provides the potential or existing customer base with information about the product or service. In the majority of instances, such advertising seeks to reinforce existing attitudes by explaining how the product is appropriate to the potential users ' existing needs or lifestyle. Some advertising, particularly that of a promotional nature, will attempt to persuade the customer to make a purchase now, rather than delay it until some later time. The advertising will convey a sense of urgency, often by placing some form of time constraint on the offer being made. This is particularly the case with 'sale ' advertising. Potential customers are notified of the sale dates and reminded that they can only obtain the particular 'bargains ' at that time. Similarly, retailers will make 'time-limited ' offers which impose restrictions as to when customers can take advantage of the offer price. A key role of advertising is to bring about the building
Companies and organizations use advertising to control consumers and to get them to purchase or accept certain views, often without
Advertising via commercials allows businesses to not only show consumers their product, but also tell them about it too. The way companies utilize
Persuading the customers: - advertisements attracts the customers to buy the products and services of an organisation.
Advertisements, big or small, stand at almost every corner all over the world. They convince, trick, and sell products as well as ideas to people. Brands use advertising, essential in today's economy, for anything from food to technology. The company Banana Boat uses advertisements to sell their new sun comfort sunscreen through a plethora of techniques that affect and move people to buy their sunscreen.
In the article, “Advertising’s Fifteen Basic Appeals”(1982), Jim Fowls, a professor at the University Of Houston, discusses the different ways advertisers are reaching people on a daily basis. He claims that advertisers main goal is to appeal to the audience’s motives and desires, aiming to make the ad as memorable as possible. Every person has a need that he wishes to satisfy, if the advertisement successfully calls this need “then the persons can be hooked”(Fowls, p. 275). Fowls introduces a list created by the psychologist Henry Murray from Harvard University of 15 human needs that advertisement can appeal to. Murray’s classification of needs is a useful tool to understand the effectiveness of an advertisement.
Businesses today rely on advertisements to help get the product they are selling more known, convince consumers to purchase the product, and to gain money. Whether you are watching T.V., listening to the radio, scrolling through on the internet, or reading a magazine, there will be advertisements. Businesses have started using ads in different ways, to add certain appeals and ideas. Most enterprises will add an emotional, logical, and ethical appeal to their ads to lure people in.
In today's world, advertisements have become a huge part of our everyday lives. Advertisements are considered persuasive, powerful, and manipulative tools that many businesses use to persuade consumers into buying or using their products or services. So, it's no surprise that no matter where we look, we see them everywhere; newspaper, magazines, billboards, buses, online, television, and etc. It seems as though the whole world is drowned in them. Similar to how writers explain their purpose through rhetoric, advertisers use the same effective techniques to persuade their consumers.
Advertisements are public marketing announcements in the form of television commercials, radio broadcasts, or printed posters with the objective of selling a product or service. (“Advertising,” n.d., para. 2) Advertisements can change the way you feel about anything including yourself. As a child when you were watching TV and a commercial for the “coolest” new toy came on, you immediately wanted to go to the store and buy that new toy essentially because the commercial had fun music, flashy colours and it showed other kids playing with it and having fun and enjoying it.
Advertising is an effective tool of communication used by marketers to deliver and communicate advertisers message and their product benefits to well defined target audiences. The message is generally communicated through the mass media which are the television, radio, Outdoor, newspapers (Print) and internet the
In our day to day endeavors we are exposed to a lot of different advertisement in the world around us. Some of them were interesting to even become our favorites. Advertisements are meant to influence people into buying a product or service. For an advertisement to be more effective, the advertisers attempts to learn more about their potential customers that is the audience.
Consumers have wants and needs, and the most popular way to get those products known to consumers is advertising. Advertising provides the consumers with important information about the products and or services. Plus, how would the consumers know about things if they were not advertised in a particular way. Advertisements educate the consumers about the positive and negative effect of a product. For example, a medical, commercial may across your television or you may even see an ad about it in a magazine, throughout that ad the marketer will explain to you the good that
The role of advertisements are simply created to conform the assumptions about the people who are either viewing or going to purchase the product which is seen in the ad. Advertisers know that specific ads are more or less appealing to a certain social class, hoping that their product will successfully land in front of the eyes of their ideal consumer, who will then be motivated to purchase what is seen in the ad.
Advertising is a persuasive communication attempt to change or reinforce one’s prior attitude that is predictable of future behavior. We are not born with the attitudes for which we hold toward various things in our environment. Instead, we learn our feelings of favorability or unfavorability through information about the object through advertising or direct experience with the object, or some combination of the two. Furthermore, the main aim of advertising is to ‘persuade’ to consumer in order to generate new markets for production.
Kover et al. (1995) defines effectiveness in advertising as ‘‘the ability of an announcement to produce interest in purchase or use the good or service it is promoting’’ (Kover, Goldberg and James, 1995). Many researchers have tried to establish a link between the content and effectiveness of advertisements, and this will help us to identify some general factors that affect advertising, in order to recognize which one can maximize the desired effectiveness.
5. ADVERTISING - communication whose purpose is to influence potential customers about products and services