The Strategy of Advertisement An advertising strategy is a campaign developed to communicate ideas
about products and services to potential consumers in the hopes of
convincing them to buy those products and services. This strategy,
when built in a rational and intelligent manner, will reflect other
business considerations (overall budget, brand recognition efforts)
and objectives (public image enhancement, market share growth) as
well. As Portable MBA in Marketing authors Alexander Hiam and Charles
D. Schewe stated, a business's advertising strategy "determines the
character of the company's public face." Even though a small business
has limited capital and is unable to devote as much money to
advertising as a large corporation, it can still develop a highly
effective advertising campaign. The key is creative and flexible
planning, based on an indepth knowledge of the target consumer and the
avenues that can be utilized to reach that consumer.
Today, most advertising strategies focus on achieving three general
goals, as the Small Business Administration indicated in Advertising
Your Business: 1) promote awareness of a business and its product or
services; 2) stimulate sales directly and "attract competitors'
customers"; and 3) establish or modify a business' image. In other
words, advertising seeks to inform, persuade, and remind the consumer.
With these aims in mind, most businesses follow a general process
which ties advertising into the other promotional efforts and overall
marketing objectives of the business.
STAGES OF ADVERTISING STRATEGY
------------------------------
As a business begins, one of the major goals of advertising must be to
Michael Jordan has star power that bridges age, race, and socioeconomic class. Nike understands this aspect of the popular superstar and decided to give him his own clothing line named Jumpman23. It is the most popular form of sports apparel available and the white logo that adorns each article of apparel is known worldwide. Michael Jordan is arguably the most loved and respected athlete of this generation, thus the ad for this company depicted in ESPN The Magazine takes advantage of his immense popularity. In an attempt to expand the companies influence Jumpman23 uses professional baseball player Derrick Jeter to send its message and promote its apparel. In the essay “Absolution for Sale,” Charity Miller writes, “We live in a world of images. Among the most persuasive and insistent of these images are those directed at us by advertising. These images often do more then simply try to persuade us to buy a particular product or use a particular service. More subtly, they influence us by appealing to our desires or exploiting our emotions.” The image of Jeter training alone in a gym clothed head to toe in Michael Jordan’s clothing line combine with a poem above describing his intentions. This scene portrays the hard work and dedication that will eventually lead to success as things an athlete of any level should expect while wearing the clothing. Michael Jordan takes advantage of his legend on the basketball court and his appeal worldwide to create a line of apparel that demands the same work ethic from those who wear it. Its success is in Jumpman23’s ability to interest buyers no matter what age, race, or sport.
Advertising is now as a communication strategy in order to construct consumer’s actions and beliefs about their desire of the products. Most companies will hire advertisement department to promote their products through a creative advertising. However, advertisement not only promotes products for companies but also could influence their sale since the competitive marketing all over the world. All of the companies use advertising to promote their products, therefore, the job of advertisement companies in order to use advertising as a communication strategy and transfer its valuable message to consumers. Since the advertising marketing has become extensive and competitive, for most advertisement companies, the only way to attract audience’s attention is to be more
always bought to the reader and so this is why I came to believe that
Ultimately, the goal of advertisement is to target potential buyers and persuade them to purchase their product or services. Some audiences on the other hand, can look past the sales pitch to find a hidden message.
Advertisements are a huge part of our everyday lives. We see different types of ads everywhere we look; while watching television, listening to the radio, riding on the bus and even walking around your school campus. It seems like the whole world is being flooded by advertisements.
An analysis of the signs and symbols used in Patek Philippe Geneve's "Begin your own tradition" advert.
Imagery, literature and language - modes of communication - are all ways by which a society constructs its beliefs and narratives, and how we are able to find meaning in the world. As contemporary notions of capitalism have reigned in North American culture throughout the 20th century, an awareness of production and consumerism is essential to an understanding of culture itself. As psychologically savvy advertising executives plague the fashion industry, it is often cited that "sex sells", that consumers are drawn toward purchases due to the sexual content and appeal of an image; but is this clichéd utterance enough to grasp the cultural phenomenon of material fetish? Even if one accepts that mass culture is driven to consumerism as a result of selling by sex, one must wonder: what is sex selling?
An advertising campaign is a term used to refer to the course of action undertaken to promote a good or a service. There are two main ways which an organization could use to promote its goods and services. These ways are: prints and graphic art media and electronic media. Prints and graphic art media are broken down into brochures, posters, and packaging, business cards, newspapers and magazine. On the other hand, electronic media consists of television, radio, the internet, social media and cell phones. Other methods could include promotional gifts, networking and community involvement (Info Entrepreneurs, 2015).
At first glance you see an incredibly handsome man embracing an enchanting young lady. The two appear to in love. They are all alone, kissing in a dark gloomy subway station. How can this be an advertisement for men¡¦s shoes? Most advertisements use appealing visuals like these to sell their products. Many of those techniques are illogical, deceptive, and some may even be considered too erotic. The attached advertisement for shoes employs many of these techniques in campaigning their product to customers. It promotes shallow values (sex appeal), it was illogical, and even deceptive.
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.
Advertising within the media has been a staple part of how consumerism works, it has been around for as long as the notion of reading and writing. However, it wasn’t until the early twentieth century that it became so mainstreamed across the america. Due to the creation of the television, motion pictures quickly became the most beloved thing in American. Instead of reading or listening to the radio, in those days it was revolutionary and became the newest form of media. Advertisers quickly jumped on board, with the rise of Hollywood and mainstream media it became a booming industry. All of a sudden, everything changed within the american culture and the rise of commercialism. Women however, unfortunately have been the unwilling victims and targets in such a market.
to buy a given product. Marketing is a very important method of showing off your
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.
Advertising in business is a type of marketing communication used to encourage, persuade, or manipulate a customer to take or continue to take some action. The desired result is to drive consumer behavior with respect to a commercial offering.
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...