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Abstract
Advertising has a pretty simple role: to persuade consumers to buy the company’s product while creating awareness about it. Advertising spam is on the rise in television primetime. It is becoming easier and easier for consumers to tune out advertisements and not pay attention to the message. So the question is: which advertisements “stick” to the consumers’ minds and actually lead to intent to purchase? This study attempts to analyze this by investigating recall differences between two broad categories of advertisements: “persuasive” and “informative” and eventual purchase intent differences that arise due to the advertisements. The study was an experiment, with 45 participants, asked to view a half hour documentary interrupted with four intervals of 12 advertisements, equal ratio of persuasive and informative advertisements. A comparison of mean recall scores using the t-test showed a significantly higher recall score for persuasive advertisements than for informative advertisements. The difference in purchase intent resulting from the two categories of advertisements was negligible.
Keywords: Advertising, Persuasion, Recall, Purchase Intent
Introduction
By investing in advertising, marketers strive to induce additional sales of their product by making consumers aware of their brand and persuading them of its superiority. Therefore, advertising has a pretty simple role: to persuade consumers to buy the company’s product while creating awareness about it.
The battle of advertising continues beyond persuasion. It is observed that the top brands continuously advertise to keep themselves in the mind of the consumer; a distinguished place among other brands. Their brand name is the first that should come to mind ...
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Till, Brian D., and Michael Busler (2000), "The Match-Up Hypothesis: Physical Attraction, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent, and Brand Beliefs," Journal of Advertising, 29 (3), 1-13.
Tull, D. (1965). The Carry-Over Effect of Advertising. The Journal of Marketing Vol 29 , 45-53.
Um, N.-H. (2008). Revisit Elaboration Likelihood Model: How Advertising Appeals Work on Attitudinal and Behavioral Brand Loyalty Centering Around Low vs. High-Involvement Product. European Journal of Social Sciences – Volume 7, Number 1 , pp. 126-139.
Verma, S. (2009). Do All Advertising Appeals Influence Consumer Purchase Decision. Global Business Review Vol 10 , 33-43.
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Advertising is a $125 billion industry that attracts the attention of the public. Advertising is used as a tool of persuasion in television, magazines, radio, billboards, and in-store displays. The incredible amount of money, artistic ability, and intellectual energy spent on advertisements helps us understand the great power of the media and the advertiser's ability to control their viewers.
This book has opened a whole new perspective on advertising and the reasons we buy things and regret them later. Thinking that I have the urge for a McDonalds hamburger may feel real, or it might just be an elaborate, expensive advertising technique used to manipulate my buying behavior.
Calfee, John E. "How Advertising Informs to Our Benefit." Consumers' Research Magazine. (April 1998). American Enterprise Institute. 1 Jan 2000 .
Advertising has became a race, a race of passing information to customers in order to change their buying decisions. Because of that, it is difficult to keep the content of an advertisement true to the fact. Facts or benefits of a product are often exaggerated in modern advertisements. Brands create these new images of the product to expand the role of their actual service.
Redbook magazine are devoted to selling products ranging from shoes to shampoo. The entire magazine only has only 210 pages. Approximately 6-8 min of every half hour television show is produced by ad agencies. Americans are bombarded with advertisements. We see them everyday in many different forms and through different mediums. Advertisers study America’s population through a systematic breakdown and analysis of our likes and dislikes in relation to our differences. These differences include gender, sexual orientation, economic status, location, race, ethnicity, and more. Advertisers have substantial knowledge of what appeals to each of these demographics and how these demographics will respond to different stimuli (i.e. visual audio, ect.) as well as where the advertising will be most effective. In other words, advertisers find it more beneficial to target specific audiences (Furnham; Mak, 1999).
Shrum, L.J. "Television And Persuasion: Effects Of The Programs Between The Ads." Psychology & Marketing 16.2 (1999): 119. Publisher Provided Full Text Searching File. Web. 22 Nov. 2013.
"higher involvement with a publication leads to more favorable perceptions of embedded ads, and higher levels of advertising persuasion" (Tipps 2000)
Advertisers and corporations are liable for using modern and sophisticated forms of mind control to the extent level of brainwashing consumers, in order to manipulate their choices and their spending habits. Our society is being negatively impacted, by becoming a consumer driven society constantly distracted by overwhelming persuasive advertisements, as opposed to ideal informative advertisements. The most vulnerable and negatively impacted targets of persuasive advertising are the younger, less mature, and/or less knowledgeable and self-directed consumers. Ironically, it was once said “An advertising agency is 85 percent confusion and 15% commission” (Allen). It is quite clear that social benefits are not part of this equation. The harm and severe social related costs far outweigh any economic growth and benefits deemed necessary for advertising and marketing companies.
It is imperative to understand what does advertising do, before undertaking any research in the field of advertising. Advertising is a form of communication. It attempts to send a message to the target audience in order to elicit a desired
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
Nowadays, advertisements are everywhere embedded in our daily life. They are powerful resources that inform people the latest news about a particular product or brand in many different ways. Most of the people are being able to get more information and detail of a product from media, radio stations, newspapers and internet. Even though advertising is a big informative source, it also can be considered as a marketing tool to control the mind and desires of the consumers to manipulate and persuade them to buy things they do not need.
Advertisements can be many types and each of them carries different impacts on different target. The latest study through a survey conducted in 2009 on the consumer behavior to different types of advertisements for products including Television, Online and Magazines, revealed that advertisements have modified the consumer behavior in such a ways that they only go for brand favorability despite of ad awareness in every type of media. Surveys show that magazine advertisements provide great impact on purchasing behavior of consumers. Mostly people go for purchasing according to the product value shown in advertisements despite of cost of the product as they spend a lot more than the actual value only due to the influence of advertisements (Rai,
Goodman (1997) asserts the average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. At this rate, teenagers are exposed to a vast range of advertisements that create awareness and knowledge of products and services in the market. Moreover, the objective of advertisements is to increase sales and grow profits. Though advertisers are not psychologists, they are aware of strategic techniques that will cause teenagers to be convinced to buy their product. For instance, the method of using product placement and celebrity endorsement is common, and in spite of this, advertisements tend to be more memorable namely due to popularity. According to the traditional hierarchy-of-effects models of advertising state that advertising exposure leads to cognitions, such as memory about the advertisement, the brand; which in turn leads to attitudes, i.e. Product liking and attitude toward purchase; which in the end leads to behaviors, like buying the advertised product
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...