Which Factors Make Advertising Effective?

In this assignment I’m going to describe how the marketing research information is used in order to understand customers, competitors and the market environment in a company like Coca Cola. I’m also going to describe how the link between the principles of marketing are applied within the Coca Cola Company and the marketing research activities used by the same organisation.

Commercials are a main component in advertising which allow businesses to have the ability to attract a multitude of buyers throughout various media outputs. It possesses such a powerful mass media to attract viewer’s attention, knowing all company brands attempt to make consumers buy what they are selling and endorse their product. Without a

The average United States Citizen views about 5000 advertisements a day (Johnson). Advertising is everywhere. Billboards on the way to work, ads on the internet, and paper products such as magazines or newspapers display a sale or a promotion of a good or service. Usually, the ad will give a brand or company name, and uses the product’s merits to draw the consumer closer. This has grown exponentially as advertisements in media in 1970 were estimated to be 500 a day, a ten percent increase in the last 48 years. (Johnson). This is due to the rise of technology, as the computer has become a household gadget within the new millenium. These advertisements are meant to give a synopsis of the product or service’s purpose, quality, and efficiency. If a consumer views 5000 advertisements in a single day and assuming the commercials do not repeat, 5000 goods or services are introduced. With more options to choose from in such little time, the consumer has a harder time differentiating the quality and perhaps necessity of the product. The marketers rely on the quick, impulsive decision making of consumers. With the misleading nature of many infomercials or radio broadcasts, the people of American society are bombarded with constant propaganda, thus making seemingly harmless promotions more potent to filling industries’ pockets and lessening the common population’s

According to Hein, Music is a major influence in marketing today, “ There have been 1,050 references of about 66 different brands in songs ranked in the top 20 through the beginning of October, according to San Francisco- based brand consultancy LucJam”(Hein 346). Keeping up with the techniques of advertisement for marketers will help with the increasing demands of future generations.

Throughout history, advertising has played a significant role in consumerism, politics, and much more. By the 1920’s it had developed into a major aspect of daily life for Americans, determining everything from their hygiene habits to their meals. Despite this having been almost one-hundred years ago, there are many similarities, but also many differences in the advertising industry today.

The competitive nature of business resulted in the imaginative use of advertisements. They could incorporate items, events and people that resonated well with their target market to boost sales. This led to the rethink and expansion of the advertising industry. It now consists of the businesses that need to advertise, agencies that create them; involving visualizes, designers, production managers, researchers and actors, and the media that transmits the adverts. A sizeable portion of many businesses’ funds is

Brown, T. (2014). Basic Marketing Research, 8e, 8th Edition. [VitalSource Bookshelf version]. Retrieved from http://online.vitalsource.com/books/9781305178571/page/24

Melissa Rubin, a student attending Hofstra University, wrote an analysis called, Advertisements R Us. She evaluates a Coca-Cola ad in 1950, and endeavors into how advertisers persuade their audiences to buy their product. She then discusses the background of the company and further explains the relevance of the culture of the fifties and how it varies from modern society. Rubin ultimately concludes with the overall message Coca-Cola is conveying about their company to their consumers In the first paragraph of Rubin’s analysis, she discloses the secrets of advertising.

Newspapers, Magazines, Television, Online… advertising is everywhere. Within the myriad of advertisements displayed in front of viewers every day, there are appeals. Society neglects and overlooks these marketing strategies that toy with their minds, resulting in skyrocketing purchases after the release of an advertisement. In “Advertising’s Fifteen Basic Appeals,” Jib Fowles identifies the appeals he believes are implemented in advertisements. These appeals include sexual innuendos, powerful images, or comforting displays which draw the audience into the desired product. After analyzing the ads within the Vogue January 2018 edition, an extremely popular fashion and lifestyle magazine, the demographics can be determined as a market with expensive taste. The graphics are extremely feminine and contain Fowles’s previously mentioned appeals, like the “need for prominence.” Although not all of the fifteen appeals apply to these advertisements, Fowles’s list is still valid and does not need revisions as the readership of Vogue magazine is just a small sample of the population. Through the appeals of each advertisement, this clear readership is developed, rather than using all of the Fowles’s appeals and not addressing the correct audience.

Advertising is the marketing of an idea in ways that encourages and persuades audiences to take some sort of action. In most cases, the action would be to buy a product or service while other are simply to raise awareness. Whatever the case may be, money is poured into advertising every day. Marketing agencies try various ways to convince people to buy their products using different persuasion techniques. After first examining an advertisement, one could analyze how each detail in the ad was specifically designed to affect its audience in a way that convinces them that they need what is being advertised. One would also be able to notice the values and important aspects of a culture through its advertisements. For

The world Is like one big marketing ploy. Advertisements are everywhere from subtle movie appearances to billboards and everything in between. Advertisers continue to find more ways to push their products with the hopes that the next method will prove more successful than its forerunner. The articles “Illusions Are Forever” by Jay Chiat and “Champagne Taste, Beer Budget” by Delia Cleveland illustrate the result of successful advertising and how it works. Quite a few of these seldom fail to prove fruitful .The most effective forms of advertising are high-end product placement and celebrity endorsement.

Marketing has become more and more important, especially as the purposes of marketing expanded into performing marketing researches. Through marketing researches, it is asserted that marketing starts with a real customer need. Classic marketing, has, nonetheless, focused on making the need that will draw customers, and this stresses the advertising power of marketing (Woodall 2007, p.1284). This is also called the sales concept of marketing (Woodall 2007, p.1285). An example is how advertising lures people into buying a brand, because of the

Professor Jeff Richards once said “Creative without strategy is called art, but creative with strategy is called advertising.” This quote is basically stating that advertisements use a lot of techniques and strategies to convince and persuade audience. Particularly advertisements use psychological feelings to persuade you positively or negatively towards a product. Advertising affects youth’s psychology by triggering feelings that make you want to buy their product.

“Advertising is far from impotent or harmless; it is not a mere mirror image. Its power is real, and on the brink of a great increase. Not the power to brainwash overnight, but the power to create subtle and

The aim of this literary review is to look over the knowledge and ideas that have been established on the topic of what makes advertising effective, and to discuss their strengths and weaknesses, using a critical approach of it.