How Does Advertising Work?
INTRODUCTION
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Definition
· The original definition of advertising was “to draw attention to something” or to notify or inform someone of something (Branston 1996).
· A modern definition is the publication (in various forms) of facts or opinions concerning goods or services, to awaken the public’s interest and persuade them to purchase.
· Advertising is now big business – an industry with extraordinary cultural and economic impact.
· This is funded through the cost of the goods that consumers buy.
· Advertising is now the media form most often encountered, and is perhaps the most powerful and pervasive form of propaganda in history.
· It is found in
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· We can now examine what advertising actually does in greater detail.
Advertising Communicates
· Firstly, advertising communicates.
· All advertisements attempt to “say” something to the consumer about the product or service which is being advertised.
· The advertiser hopes to positively influence our thinking in favour of their brand by presenting a message in their advertising.
· Advertisers hope that when the time has come for consumers to consider buying a product or service of that type, that the message contained in the advertising will influence us to look favourably upon that particular product, over others which may be available.
Advertising is part of a wider Marketing Process
· However, advertising on its own doesn’t usually have the power to completely influence our decision to buy something.
· Advertising is used as part of a wider marketing process where other factors such as price and availability also exert an important influence.
· Therefore advertising has to work alongside the other aspects of marketing in an integrated fashion to communicate effectively with the consumer.
Advertising Sells
· As already mentioned, the ultimate aim of advertising is to increase sales.
· It is expensive to develop an advertising campaign, so
Advertising is a form of marketing communication used to persuade the audiences to buy a particular products or services. It was first started in Ancient Greece and Ancient Rome with the method of advertising on papyrus and rock painting. Later in 18th century, Victorian and Edwardian Britain left a big impact on the advertising industry, in where the advertising developed and increased dramatically ever since. The Victorian and Edwardian Britain reflected the social and economic changes in that era in term of the advertising method, the types of products advertised and the expansion of the advertising industry.
Television is an electronic telecommunication device that transmits pictures and sounds. Since its inception and release into society, the Television has grown to become extremely popular. The undying devotion to this medium has helped shape many aspects of human life. It has become a tool for education and entertainment. Businesses have found an efficient means to access the wider public through advertising. Advertising is a paid form of publicity aimed at a large audience by businesses with a view to increasing sales. Advertisements, unlike propaganda, have clearly stated sponsors. Through advertising, businesses can communicate with the user of their goods and services. The television allowed for the exponential expansion of advertisement. While older media is still used for advertising, Television’s ability to transmit moving picture and sound put it well above print media and radio (Messaris 2)
The original definition of the word “advertising” does not look that bad. It is simply explained as “calling the attention of the public to a product or business.” However, the advertising companies usually abuse the real meaning of advertising and try to sell their product no matter what it takes to do so. It is very hard not to notice advertisement in today’s world. The commercials, the adds, the posters are everywhere; from TV, newspapers magazines and billboards to even a bus that is taking us to work everyday. Advertising companies know exactly how to get into our heads and how to convince us to buy their product instead of thousands of the different ones. No one can argue that advertising is influential, but there are a lot of
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.
Advertising has been one of the most fundamental activities in the contemporary society. It underlines a marketing communication tool that incorporates composed, structured and non-personal communication that is persuasive in nature as to boost patronage for a service, product or idea. Irrespective of the message incorporated therein, any advert has the sole aim of inducing individuals to buy into a service, idea or good, with a large number of adverts being persuasive so as to win converts who would be enticed to patronize the services, goods and ideas that are advertised (Kenechukwu et al 952). Needless to say, adverts primarily aim at enhancing loyalty to a particular idea or brand and, essentially, must either be touching
We seek often to tar advertising as propaganda, something we have labeled an almost “dirty word”, but at it’s core what is propaganda? Propaganda is the propagation of ideas, a concept so basic that it exists everywhere in our society. We do this in our kindergartens and our high schools (Source C) - we use this to teach. We need a way to communicate with large groups of people, to spread ideas. People should have a way to know where to buy the most affordable homes, the healthiest drink, the most suitable car (Source C). Advertising is a way of bring information directly to the consumer, a way of mass communication to the masses. We need a way to make our voices heard. It is not the medium itself that causes the pain the darker side brings, but the ideas that lie behind it that shape the impact of advertising. Despite the ability of advertising to put us in the dark, it can also shine a light. Advertising doesn’t only have the potential to make life easier, it has the ability to make us better. It can hammer message we might not want to hear or easily forget, let people know the dangers of drunk driving, not using a seat belt, or doing drugs (Source D). With the same pervasive nature that drives us to do silly frivolous things, it can motivate us to do something useful for our society, give us a
The term advertising, the peaking of one’s interest about a product or service offered, has been used since the 1500s. For over five hundred years, companies and inventors have been influencing consumers to buy or invest in their products through advertisements. These ads can come in all types, shapes, and sizes. They can range from radio, print, television, web, or even advertisements by word of mouth. The idea of advertising can be complicated to understand, but why ads need to be used is very simple. Advertisements tell people what is out there to buy.
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.
The science behind advertising is something that is carefully crafted and a lot of thought research goes into it. When a company is trying to promote their product they have to come up with an ad that sticks out and catches your attention long enough for you to consider buying their product. One big factor they have to consider is who is the audience in particular they are trying to lure in. For example, if a sports drink company was trying to appeal to boys they would probably show boys playing something like football tackling each other and getting muddy because football is considered a male dominant sport and getting dirty and being tuff is just what is generally thought of when it comes to boys
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
Advertising has always been an important part of our society. The history of advertising can be traced to pre-modern history when it served an important purpose by allowing sellers to effectively compete with other merchants for the attention of clients in Ancient Egypt. From 1704 when the first newspaper advertisement was announced, it gradually grows into a major force in American society based primarily on newspapers and magazines (Ad Age Advertising Century, 1999). It not only helps to raise the target demographics’ awareness of issues, but also educate consumers with the benefits of the product. However, advertising cannot target a particular person before the emerging of World Wide Web.
Consumer Culture is at the root of all social, political and economic development of western cultures for the past three hundred years. Advertisements become a key role in creating ideological messages and meanings. In a consumer culture and capitalist economy, advertisement becomes a tool used by corporations to influence the minds of the buyer. When a company produces an ad or commercial, their main objective is to get the viewers’ attention in order to sell the product. Many different methods are used to lure an audience in; tactics may include print or
When an advertiser places one of their advertisements into a newspaper, they want their advertisement to appeal to the readers of that particular magazine. They could have the exact same message, but considering their audience, they could make it more effective if they use a different strategy to market their product. This is very common for advertising strategies to change when the content of the magazine changes. You can relate the way that the magazine producers choose their ads by when Steve Craig says that " program producers and schedulers must consider the target audience needs of their clients" (162). The types of advertisements are driven by the content of the magazine. Sports Illustrated provides a
Without advertising, the media (including newspaper, television, and radio) would be much less vigorous. Advertising provides revenue for commercial mediums, which would otherwise need to be funded by the actual consumer of these mediums. For instance, a newspaper would cost up to three times as much money because advertising provides two-thirds of the revenue of the print media, and all television, bar government funded networks, would be pay-TV (since nearly ALL revenue for television is provided by advertising, while the consumer provides no financial support except for providing the service of watching the advertised messages). So we can see a major economic infrastructure based around advertising.
But first, we should give a useful definition of advertising. According to the Encyclopedia Britannica (2015), advertising are ‘‘the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised’’. Meanwhile, Belch and Belch (2009, p.18) describe advertising as ‘‘any paid form of impersonal communication about an organization, product, service or idea by an identified sponsor’’.