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Advertising Essay examples

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Advertising

According to the American Marketing Association, advertising is, ‘any
paid form of non-personal presentation and promotion of ideas, goods
or services by an identifiable sponsor’.

Advertising can be a costly promotional tool but, many businesses
continue to use it. I have listed the following reasons why a business
needs to advertise:


* To create awareness, customer interest or desire
* To boost sales
* To build brand loyalty
* To launch a new product
* To change customer attitudes
* To build the company or brand image
* To remind and reassure customers
* To offset competitor advertising
* To support the sales force

Advertising consist of two main features: the message and the medium.
The message is what you want your communication to say. The medium is
how you get your message across to people, e.g. through television or
radio.

There are three special kinds of advertising: informative advertising,
persuasive advertising, and reinforcement advertising. Informative
advertising involves raising consumer awareness of the features and
benefits of a product. This type of advertising is often used in the
beginning of the product life-cycle, or after modification. An example
of an informative advertising is, 'The Shopping Centre is closed on 25th
December’. Persuasive advertising involves creating a desire for the
product and stimulating purchase. This type of advertising is used to
establish more mature products. An example of a persuasive advertising
is, ‘Come to the Shopping Centre where you will find bargains galore’.
Reinforcement advertising involves reminding consumers about the
product. This type of advertising is used to reinforce the knowledge
held by consumer about the benefits, to be gained for purchase. An
example of reinforcement advertising is car adverts which focus on the
company logo, image and positioning, rather than specific models.

To start an advertising campaign, the business must produce an
advertising plan. An advertising plan involves allocating a budget to
a range of activities designed to meet advertising objectives. There
are five main steps in a well-managed advertising campaign:

1. Setting advertising objectives
2. Set the advertising budget
3. Determine the key advertising messages
4. Decide which advertising media to use
5. Evaluate the result of the advertising campaign

Setting advertising objectives

An adver...


... middle of paper ...


... If any complaints are made by consumers, ASA will
investigate the advertisement, and possibly ban it from publication.
The Independent Television Commission (ITC) monitors any
advertisements on the radio, on television, and at the cinema. Again,
if any complaints are made by consumers, ITC will investigate the
advertisement, and possibly ban it in the future.

Advantages of advertising:

* Appropriate for building awareness
* Ability to create images that sales staff cannot
* Effective at reaching a wide audience
* Repetition of main brand or product positioning helps build
customer trust

Disadvantages of advertising:

* It is expensive to advertise
* Difficulties in measuring effectiveness
* Difficulties in getting immediate response and action
* Not suitable to getting customers to make a final purchasing
decision

I have chosen advertising as part of my promotional strategy because,
of the fact of when selling a service you need to advertise it to the
customers, so that they will know that a new service has been
introduced into the marketplace. I will explain why I have chosen this
component and how this component will help me achieve my promotional
strategy, on pages ( ).


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