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The role of advertising in business
Origin and development of advertising
Effectiveness of online advertising
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Mass Media Communications
Over the years, developments in the advertising industry have been generally initiated by the growth of the mass media. The main inventions that have characterized the growth of the media include the printing press, radio, television and the Internet (Lee, 2009).
The Printing Press
Print advertising has been a famous medium of advertising that involves the spreading or dissemination of information by printing words or images in newspaper, fliers, magazines, brochures, billboards (in the case of Outdoor Advertising), etc. The need to sell products necessitated the birth of the advertising and hence the print press. Volney B. Palmer, was the first to open an advertising agency in 1841 in Philadelphia. After a few years,
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People spend a lot of their time on the internet these days. Companies like Google, etc. using the Internet as a vehicle, started selling advertisers new tools or ways of reaching the right audience in order to reduce waste.
2.2.2 Importance of Advertising
Advertising has become one of the most needed things in society currently. It is an important part of an organization’s marketing plan. The general goal of advertising involves convincing and reminding potential customers of how worthy or valuable a particular product or service is. In short, advertising informs or reminds customers about new or existing products and services on the market and helps to stimulate the demand of a product or service on the market. Advertising has become an important component of any organization because of the influence it can have on sales (Anthony, 2007; Nartey, 210).
A study by Dawson (2004) showed that marketers often struggled with sales of products when they did not advertise their products. This is because potential consumers were not informed about the products and services they were offering. Advertising has been identified to be a means to gaining competitive advantage in the market and a driver of organizational
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
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.
A concept that surfaced in the early 1920’s, advertising is a tactic that has been used to influence and persuade the people to participate in consumerism. Advertising in the 1950’s was mainly displayed by the use of the television, newspapers, billboards, and the radio. At the turn of the twenty-first century, advertisers began to rely more on the Internet and technology to share and provide information based on their products. Many relied on the usage of electronic billboards, sporting events, and even video
Goodrum, Charles and Dalrymple, Helen, Advertising in America: The First 200 Years. (New York: Harry N. Abrams, Inc., Publishers, 1990). 37.
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.
From the first time someone stood in a street praising that this product is better than this one for any manner of reason, advertising was born. It started out looked at as this job that only was equivalent to holding ransom over someone’s chances at letting the public know about their specific object. Yet, it grew to a business where a person would actually create something that someone would want to have as an object for their business. It evolved to a point where the people would sit down and buy a newspaper from that sales boy on the street just to see the deals that were going on. It became a staple business in this generation where almost anything you see and hear was designed to impact you and influence you.
Advertising is a type of marketing communication tool intended to inform and persuade potential audience to take some action in buying a product or service. The purpose of advertising is to create awareness of the product or service being advertised and provide information that will persuade the consumer to take action and make buying decision, not only to purchase but to repurchase and ultimately creating brand-loyal customers (Ayanwale et al., 2005).
Advertising is an information source to inform people about the products and prices of the company, which can help them to make informed choices. More recently, a huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive and negative effects of the advertisement on consumer behavior. According to Shimp (2007), there are five important factors which determine the purpose of an advertisement in terms of marketers’ communication with consumers.
Advertising works. If a product is not advertised consumers will be completely unaware of its existence, and products with more and ‘better’ advertising are more likely to sell better than their competitors. Is this because advertising persuades them into buying products or does advertising simply help consumers validate their purchases making them more likely to buy again?
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.
Throughout the years, media has played an important role and has influence our lives. Media is probably the number one source that is use to inform of what’s happening around the world. The different types of medias include magazines, television, radio and the internet among others as well. As the media expands, other things are advertising besides the news. Advertising can be one of the most influential sources that media can have.
Print Advertising has been one of the oldest means of product endorsements. For more than 400 years, it is able to become one of the most used types of advertisements. Originated from England, the first customer of print advertisement is the migration of the English to the United States. This timeline is dated to be the era when United States is still a colony of the English. Thus, this innovation in advertising was able to reach the U.S. through the newspapers printed with advertisement. (History of Advertising in Print Media, 2012)
The Internet first started to get popular in the mid 1990’s. Where only people with high tech computers and that could afford the service had the Internet. Of course the Internet did not look the way it does now during that time. There were no pop up ads, java, banners, or graphics that made a consumer purchase a product because they saw it on the Internet. One main reason that there was none of this was because the Internet could only use dial – up. Of course everyone knows how slowly that was, so picture trying to upload or update a website at that pace with huge files. We all know that this would take a very long time eventually making the company lose money. With the turn of the century close by not only did we enter a new century but we entered a new age of the Internet. The introduction of a cable modem drastically increased the Internet population. With speeds up to almost one hundred times faster then dial – up there was no comparison. With this new invention companies soon started to ease off on some parts of their advertising campaign and focused more on advertising on the Internet.
The evolution and rise of new media has changed that way we live, and ultimately has impacted the advertising industry. New media is changing constantly, and has given consumers the platform to become gatekeepers of the media. The Internet has become a place of instant feedback, active participation, and this is due to the popularity of social networking sites, like Twitter, Facebook and Instagram. The use of new media has given consumers the opportunity to be interactive and create their own content, and consumers can now choose what they want to distribute. New media has impacted advertising in such a way that the traditional methods of advertising are not as useful as they once were. Specifically, on the internet and other digital platforms,
Media is an important source of information for most people that describes and interpret the events of public life (Callaghan and Schnell 2005). Misrepresentation of events and bias of the media can have major influence on the public perception of an issue and even influence (inter) national assistance and aid (Garner 1996; Entman 2004; Tierney et al. 2006; Kolmer and Semetko 2009).It has been argued that objectivity is difficult because for example: training, upbringing, cultural orientation tend to influence how people report and analyse events (Severin and Tankard 2001). The importance of the role of media in times of war, political conflict, crisis and disaster events has been the subject of many different studies (Garner 1996; Entman 2003; Entman 2004; Alozie 2005; Tierney et al. 2006; Kolmer and Semetko 2009; Lewis and Reese 2009). According to Hesselink et al. (2007), to have an agency’s messages reach the general public, the agency has to build a sound relationship with the media. The press is thus an important channel to reach decision-makers and opinion leaders (GreenCom, 2001).