Role of Advertising & Communication in Corporate Image Building

In his 1982 article, “Advertising’s Fifteen Basic Appeals,” Jib Fowles informs readers of various psychological human needs, defined as appeals. These appeals are used in advertising, to persuade consumers to purchase a product. Due to the prevalence of advertisements in today’s society, consumers have learned to block out advertisements. By using any of the fifteen appeals such as the need for sex, or the need for affiliation, companies can get into consumers’ minds, with hopes of selling their products. In other words, by appealing to consumers desires, the chance of marketing success

However, advertising also relies on how consumers absorb the meaning of the advertisement. This in turn, shows whether the advertisement was effective or not on the consumer. According to Shintaro Okazaki, Barbara Mueller, and Sandra Diehl, “Different ways of thinking thus may influence how consumers process advertisements grounded in different types of appeals” (Okazaki, S., Mueller, B., and Diehl, S., 259). The advertisement has to be effective in its message to attract the consumer’s attention.

As the article “what we are to Advertisers” by James B Twitchell informs that Advertisers use the strategy of positioning to attract consumers to their product. Positioning is a marketing strategy that exerts a brand to get the attention of customers. The product itself doesn’t even have to attract the consumer, the advertiser just needs to make an ad that creates a spark into people's minds. Although a product might be similar to its competitors, an ad can make a difference with how they are interpreted. Twitchell makes to understand that even though all of us are put into a category, we somehow all connect.

Advertising plays a huge role in why people buy what they buy. This paper will discuss the different techniques used by brands in order to appeal to the intended group they are targeting. Some brands try to appeal to the most amount of people possible. However, some brands have a specific niche of people they try to appeal to. McDonalds is an example of a brand that tries to appeal to everyone. It has a general message that everyone can get behind, and they market it correctly. This is why they are one of the biggest brands in existence. However, Gymshark is a brand that tries to appeal to a specific niche of people. Their goal is to be the next Nike. They try to appeal to athletic people, who workout very often. Their products are similar to Nike, but they are specifically

Picture a long, stressful day where an avalanche of work completely exhausted your energy. The only thing worth looking forward to is coming home to relax while tuning into your favorite television show. In between the show, a commercial comes on to propose an energy drink built to help overcome those prolonged and demanding days at work. Advertisers are known for creating the most influential and effective way to launch their products to the general public. In the article “Men’s Men and Women’s Women”, author Steve Craig suggests that advertisements rely on stereotypes in order to manipulate consumers. Likewise James Twitchell, author of “What We are to Advertisers” strengthens Craig's reasoning by discussing the methods of persuasion that capture their respective audience’s attention to create a good commercial and sell a product. Both authors focus on the different techniques used by the advertising industry. Through their supporting demographic and psychographic evidence, they utilize advertising to show a strong correlation between each other. By using subtitles both authors explain the distinctive stereotypic profiles that are formed just from advertisers constantly examining the target audiences in order to create a connection with the product and the consumer. Twitchell reinforces Craig's position by introducing the different types of profiles advertisers target and be recognizing the effects of the method pathos and logos has

The main purpose of commercials and advertisements is to persuade the viewer to purchase the product that is advertised, but not all commercials are successful in this endeavor. Companies, such as Budweiser and Kleenex, appeal to the viewers’ ethos, logos, and pathos in order to influence them to buy the advertised product(s). In order to appeal to each of the categories, companies use different tactics to catch viewers’ attention. The use of ethos, logos, and pathos can make or break an advertisement based on how it is being used.

Both of these authors would seem to agree in the sense that the underlying messages and emotional and rational appeals present in commercial advertisements are the key to what make them memorable to the viewers. Although both authors focus on different aspects of the psychological perspective they both make it clear that there are various factors to take into consideration when analyzing the influence that advertisements can have on consumers. In order to influence the public the way that they do, advertisements use emotional appeals along with various arousal tactics in order to make the commercial as persuasive as possible. They attempt to stimulate not only our 5 main senses but they also appeal to our minds, moods, and feelings by making their situations either hilarious, sad, or informative in some way so that we, as the viewers, can relate on a deeper

Finally, Shamma (2011) claims that total brand equity consists of product and corporate brand equity which depends on company’s market, social and financial performance. Furthermore, there is a positive relationship between company’s corporate brand and socially responsible marketing and total brand equity (Shamma, 2011). Similarly, Grace and King (2011) talks about employee brand equity, which is the result of positive and productive employee brand-related behaviour and is strongly linked with brand’s strength (Grace and King, 2011). In contrast, Kay (2004) argues that corporate branding differs from product and service branding as it is aimed at different target audiences. For instance, corporate branding usually targets company’s shareholders and employees whereas product and service branding is focused on consumers who are not really interested in corporate brand identity (Kay, 2004). However, it is also claimed that some companies, especially those that started as niche businesses that appealed to small segments of socially conscious customers succeeded in creating strong and distinctive corporate brands. Referring to CC and Jim Beam corporation consumers are not that concerned about company’s overall image, however introduction of corporate social responsibility and socially

The purpose of this essay is to understand how over time advertisements have changed and evolved with the times. Also. Its purpose is to understand how companies advertised in the face of adversity. Companies change the way they advertise with the changing times. These companies have to know how to get the attention of the people they are focusing on, therefore they have to know what the people of the times want. If someone is willing to dig deep into an advertisement and read between the lines they are likely to find a lot more meaning than simply the words that are written or the pictures that are illustrated.

Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action. But when advertisers produce an ad, they have many different variables that come into play if they want to successfully persuade consumers. The first most important step they have to figure out is, what type of audience they are trying to target. They then create images and intend to appeal specifically to the values, hopes, and desires of that particular audience. This is why someone would rather pick the well-known Malboro cowboy ads over the new female cigarettes of Virginia Slims. Each of these ads targets a specific audience;

This gain value and addresses a key decisive achievement factor in the industry (Grant,2010). As position is important to offer convenience and a deep assortment, An extra unique intangible resource would be their brand representation and customer loyalty, this is vital since it can attract or attract consumers and it could be necessary to build the brand image .

O’Dea: “Only a minority of the population truly understands and embraces the Brand Stewardship concept”. Employees thus have to be educated on the concept.

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.

A company 's values are the beliefs, traits, and behavioral norms that company personnel are expected to display in conducting the company 's business and pursuing its strategic vision and strategy.

An individual’s effectiveness in the workplace often depends on his/her personality, attitudes and values, along with his/her motivation to succeed. Concurrently, the perception, attitudes and values of colleagues in the workplace play a role in determining the individual’s effectiveness. Understanding these characteristics of employees can be very crucial for organizations to operate successfully. At the same time, it is essential that employees understand the values associated with the organization in order to avoid any conflicting feelings toward the work they are employed to do. By recognizing and appreciating each other’s characteristics and constraints, employees and the organizations they are part of, form a highly-beneficial