In marketing, certain issues must be put into perspective when trying to choose an advertisement plan. This is done in an aim to reduce the cost of the advertisement but also make sure a wide range of people are able to get the message. Most importantly, the people should be persuaded by the given information into the needs of the marketer. Some of these issue are the geographics demographics and also psychographics. In an effort to understand the consumers and the market, several academic disciplines have been important in their analysis. Such includes information technology, statistics and psychology among others. Psychology is a very important part in advertising research. The commonly used branch of psychology in advertisement is social psychology which involves human social interactions. This helps to know how to influence our consumers’ conscious, subconscious and intuitive feelings. Understanding how the consumer thinks and what he/she wants will help find a …show more content…
Any problems in the market can also be identified and most importantly define potential market opportunities and methods of approach to the consumers. There are softwares designed to collect and analyze data on products sold online and report on the performance of the online advertisements. Statistics is one of the major academic discipline that directly influences market research. Statistics primarily involves studies associated with collecting, organizing, analyzing and interpreting data. In an advertisement research, statistics is the major part of the research as the decisions to be made at long last on the progress and effectiveness of a particular advertisement will depend on the statistics obtained. Without the statistics part, information technology wouldn’t be of any help as it depends on the data to be
This observation assignment has been very interesting, in that it has made me more aware of advertisements. The two that I chose are Gentleman's Quarterly (GQ) and Vogue, both from September 2014. The ads that I chose are a representative cross-section of the typical ads you would find in these magazines.
Socialization and the Power of Advertising is an article written by Jean Kilbourne about the influence of advertising. In it, she focuses on the impact advertising has on people, especially young people, to buy. In her film, Killing Us Softly 4, Kilbourne changes gears and talks about advertising’s image of women. In both the article and the film, the message is the same: advertising seeps in to our environment and influences us, whether we realize it or not.
The functionalist, conflict theory, and interpretive sociological perspectives all view advertising in different ways. The functionalist perspective considers advertising a tool used for coordination and conformity. (Brime, Roberts, Lie, Rytina 2013, p.461) Conflict theory scrutinizes advertising, asserting that it promotes the agenda of politics and the dominant classes. (Brime, Roberts, Lie, Rytina 2013 p.462) The interpretive approach believes that audiences actively interpret and resist advertising messages. (Brime, Roberts, Lie, Rytina 2013 p.465-468)
Segmentation, targeting and positioning are the fundament of modern marketing (Proctor, 2002, p. 188, as cited in Harris and Schaefer, 2015).
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
Analysis of an Advertising Campaign We are swarmed by advertising. Companies constantly battle to compete for the sale of their product. Adverts appear in every form of media including radio; television; Internet; billboards; newspaper; flyers and magazines. The advertiser wants us to buy their product above their competitors. The basic aim of advertising is to convince the target audience that their product is the best in the field and superior to the other products of similarity.
Berkman, Herald W. and Gilson, Christopher. Advertising: Concepts and Strategies, 2nd ed.. (New York: Random House, 1987). 244.
This research can help understand which marketing techniques are most frequently used, as well as understanding which ones are most successful. It will also help aid in the development of psychology that comes along with the formation of mainstream homogonous views and opinions. Women who are exposed to more advertisements may be more inclined to incorporate items featured in the advertisements...
Malhotra, N.K., 2002. Basic Marketing Research: A Decision-Making Approach. Upper Saddle River, New Jersey.: Prentice Hall.
To sum up, Advertisement is one of the important ways to help the marketers as well as consumers. It is good for the companies as they can attract more consumers and as a result increase the profit of the company. It also has many benefits for the consumers as they can raise their knowledge and awareness and accordingly improve their lifestyle. Conversely, it may have negative effects on consumer behavior by creating unhealthy behavior such as alcohol consumption and lowering self-confidence by beauty advertisement. According to what has been written above, obviously, advertisement may have both positive and negative effects on consumer behavior. However, the positives are more noticeable than negative effects. Consequently, advertisement may be one of the best tools to distribute information to public.
By using psychographics we can segment the market into groups based on social class, lifestyle and personality characteristics.
Barry, J., & Weinstein, A. (2009). Business psychographics revisited: from segmentation theory to successful marketing practice. Journal Of Marketing Management, 25(3/4), 315-340.
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach
To achieve and maintain success in such a complex system as market it is essential to every marketing person to understand clearly consumer behavior. Understanding consumer behavior is not that easy as it may seem from the first glance. The reason is that there are plenty of various factors that may influence it in one certain way or the other. When considering each of the factors it is also important not to forget that they ought to be analyzed as different parts of one whole picture, that is, in correlation with each other.
But every advertisements are not only for commercial purpose but it can be used to increase social awareness too.Advertising might define as a communication process, a marketing process, an economic and social process, a public relations process or information and persuasion process (Arens, 1996).