What Makes Advertising Effective?

According to Sillars (1991), advertisements are considered to be effective, if they are able to clearly communicate

Good advertising messages are especially important for today 's high cost and saturation of advertising medium. Average consumer has access to variety of television channels and radio stations, as well as wide selection of magazines that contain advertisements specifically targeted for the consumer. Countless catalogs, advertising by mail, and a steady stream of other advertising media can be added to traditional methods. Consumers are literally bombarded with advertising messages at home and at work, and on the street. Some customers get tired of all this turmoil advertising. In addition, it causes a big problem for advertisers. It’s becoming too expensive and sometimes difficult to stand out from the crowd.

In the article “ How Advertising Informs to Our Benefits”, writer John E Calfee, argues about the benefits that advertisement provides to our society. He says advertisement is a great tool for communicating information and shaping markets today. However, he also argues on the point that advertisement can sometimes be misleading, and that it leaves out the important information.

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;

Chapters two and three of this book reviews the concept of advertising to consumers and strategies of a marketing plan. In addition, the chapter reviews the steps necessary to a successful marketing planning and the

Advertising is an important component of the promotion of the marketing strategy, along with direct marketing, PR etc. The aim is to promote business and communicate the information to the intended audience to increase sales. Businesses that continue to advertise regardless of economic times have a competitive advantage over businesses that trim their ad budgets. The whole process of selling products or services to the market is intimately concerned with understanding customers’ needs, motivating the sale of the product or service, and distributing it to customers – whether private consumers or industrial

There are many ways advertisement can persuade one person to buy the specific product. Making advertisements is not an easy task. It takes a lot of time to make one good advertisement. Before even start making an advertisement, they need to determine who will be the audience. Whenever someone open television, they will see many kinds of advertisement playing every single minute, however, only one can successfully persuade someone with their product. To persuade them they need to play it on correct time and channel.

Advertising may persuade with information; it may persuade with emotion: more frequently, it endeavours to persuade with some mixture of both.

In the business world, advertising is critical and serves a critical purpose. It enables businesses to compete with each other for the consumer’s attention, as well as communicate

Advertisements bombard consumers in newspapers, magazines the television and all over the internet . Television advertisements are the most compelling as well as the most influential type of commercial communication to the interested advertisers on a market , regional, national and international basis .The sheer power and the superiority of TV commercials

What makes good Advertisements? Why can you remember a J.G Wentworth commercial, and to call 877 Cash Now for structured annuities and settlements? Rather, can you remember the number for Patrick R. Cox and the Tax masters? On the contrary, one of these TV ads had the power to influence you as a viewer. Good advertising is not ordinary. Advertisers like to use guidelines, which they call the “12 principles of good advertising” to convey to audiences, why they think they are worthy of your time.

Advertisements are used daily to concur reactions from the public, positive or negative. The advertising business produces millions of dollars based on a certain factor: influential ads in which causes people to buy a product or to support an organization. Quality articles are the main technique that catches the public’s eye like highly accredited companies. The sole purpose of an influential ad is to portray a scenario which intrigues the public's attention.

As advertisers expand their advertising horizon with the many forms of ads, they have attempted to in turn attract the attention of consumers or change their perception of their product to increase their want and/or need for the

Besides 5 M’s of advertisement the next model on advertisement is HEIRARCHY OF EFFECTS MODEL, this model helps in giving a breakdown analysis on any advertisement. It shows clear steps of how advertising works. This model can be explained with the help of pyramid. First the lower level objectives such as awareness & knowledge are accomplished. Subsequent objects focus on moving prospects to higher levels in the pyramid to elicit desired responses. The percentage of prospective customers decline as they move up the pyramid towards more action oriented objectives. It is easier to accomplish ad objectives located at the base of pyramid than the ones towards the top.

Medoff and Kaye, described newspaper ads, televisions commercials, billboards, coffee mugs imprinted with a logo, and flyers left on windshields as a form of advertising (2011, p.130). According to Medoff and Kaye, advertising serves an educational, social and economic purpose (2011, p.137). Although advertising appears beneficial in many features, it too has its drawbacks and can be similarly unfavorable. Advertising will perhaps become increasingly ubiquitous, increasingly influential, and increasingly controversial (Advertising, 2011, p.152). Advertising is highly criticized, not so much for its very nature but because of its content, its negative influences on society, and the types of products it promotes (2011, p. 152). Critics of advertising scream for relief from the over commercialized world that it creates explained Medoff and Kaye (2011, p.152).