1. INTRODUCTION 2. LITERATURE REVIEW 3. RESEARCH OBJECTIVE 4. SOURCES OF DATA 5. RESEARCH DESIGN 6. CONCLUSIONS 7. BIBLIOGRAPHY 1. INTRODUCTION 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. The primary role of advertising is to inform potential customers of the products and services in the market and convince them to make a purchase. Through advertisements customers are informed of new products, their role, their benefit and the prices at which they are being made available to the customer. It is a technique used to influence people's minds and encourage more sales. The main purpose of advertising is to deliver the proper message to customers and prospective customers. The purpose of advertising is to convince customers that a company's services or products are the best, to enhance the image of the company, point out and create a need for their products or services, demonstrate new uses for the established ones, announce new products and programs, reinforce the individual messages of the sales people, draw customers to the business, and to hold existing customers. Advertising lies in the Promotion part of Marketing Mix, but it applies to all the other P's as well. Promoting one’s business is the key ingredient to making one’s business successful. Promotion, along with a great product, key placement, and a reasonable price, will help a marketer work his way to the top. Promoting does not mean leaving his advertising up to the word of mouth of his current customer. 2. LITERATURE REVIEW 1. Brand Equity & ... ... middle of paper ... ...n their advertising strategies as on their products and services • Consumers’ attitude towards advertisements varies greatly • Advertising is considered necessary for growth and success of big companies these days • A product that is not advertised is lost on the customer. • Advertising is the backbone of today’s sales industry. 7. BIBLIOGRAPHY • DA Aaker, AL Biel- 1993- books.google.com • T Meenaghan - Journal of Product & Brand Management, 1995 - emeraldinsight.com • FM Scherer, D Ross - University of Illinois • WF Mueller, RT Rogers - The Review of Economics and Statistics, 1980 – JSTOR • M Sutherland, J Galloway - Journal of Advertising Research, 1981 - sutherlandsurvey.com • VA Zeithaml, MJ Bitner - 1996 - lavoisier.fr • business-finance.blurtit.com • smallbusiness.chron.com › Advertising & Marketing › Advertising • www.advertising.nsw.gov.au
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.
Promotion is advertising to potential customers in and effort to create an awareness of your business. It is reasonable to believe that without the ability to advertise a company would have a difficult time generating new customers.
Advertisements are part of my everyday life I see them everywhere throughout my day. They are in magazines, television, billboards, and outside of businesses. Some of my favorite advertisements are during the super bowl. Hayakawa says: “The best advertising, however, is thought about, laughed over, and acted upon by multitudes” (p. 135). The super bowls commercial are usually funny, and they make me laugh, which also makes me think about them. I feel that is the general purpose of an advertisement is to get people's attention while making impressions that people can remember.
Advertising is an effective and important tool for companies to bring awareness to their product. According to the Advertising Education Foundation, on average, a normal person is flooded with over 3,000 advertising messages a day (Boykin, n.d.). Advertising can be defined in multiple ways, one being that its main purpose is to solve problems without entertaining or potentially inspiring its audience. In some instances this definition may be appropriate; however, overall, I respectively disagree with this. Advertising is used to creatively persuade its consumers by using rhetorical strategies such as pathos, logos, and ethos.
A particular market executive said that the benefit of advertising to the company comes into play when company is giving ad campaign in order for the stockholders and investors to maintain faith in the company and keep the capital rolling in, to produce the products. Some marketers believe that their ads do not affect the consumer, but does affect the ways in which they are viewed by distributors and retailer (Schudson 2). Sales people do not want to sell products that they have not heard of before, and whether the advertisements influence consumers or not, the sales people believe that they do, which causes retailers to have that product in stock to sell. So even if the ad does not influence the consumer, as long as the ad can influence the investors, salespeople and retailers, the company will be prosperous. This produces product availability and that will shape the consumer
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.
"Supports of advertising argue that advertising educates consumers, equipping them with the information they need to make informed purchase decisions" (O 'Guinn, Allen, & Semenik, 2015, p. 79). This holds a lot of validity. Advertisements do keep the consumers informed of new products and services, and how these products or services can positively impact their lives. Without educating the consumer on the new product or service and its benefits, consumers will tend to just stick to the brands and products that they know. Advertisements also reduce product search time, "that is, the amount of time an individual spends to search for desired products and services is reduced because of advertising, access to the Web, and mobile messages from advertisers" (O 'Guinn, Allen, & Semenik, 2015, p. 79). Consumers benefit from being educated on products and services, and advertisements make this education a much quicker process. Prior to these product and service advertisements, consumers would have to do in depth research on their own or make uninformed decisions about product purchasing, which could lead to buyers remorse. This also saves the consumer money on travel and research costs (O 'Guinn, Allen, & Semenik, 2015, p.
Advertising is a form of marketing communication used to persuade or manipulate an audience. Advertising is the best way to drive consumer behavior. Companies try to get the best designer to create an advertisement that grabs people attention and makes their product look the desirable to customers.
Imagine yourself sitting in front of the television during the super bowl and you see a commercial. This commercial starts off with an American soldier coming home to his wife and kids after a long day on the job. He says that "my job is at home protecting his family and that no one can tell me how to do that". At the end it shows what the commercial is for and it is for a gun company for Daniel defense (defense). This is a commercial for pro gun laws that has been banned from the super bowl this year. This is just one of the ads that are being banned from the commercials of the super bowl this year, yet there will be other more offensive ads being played. Why is this ad being denied and an ad for beer with half naked ladies being permitted?
Advertising is mass media content intended to persuade audiences of readers, viewers or listeners to take action on products, services and ideas. The idea is to drive consumer behavior in a particular way in regard to a product, service or concept. Advertising can be defined simply as explained by Canadian born advertiser and copywriter John E. Kennedy - (1864-1928) an advertisement is "salesmanship in print."
Advertising is a highly specialised area of marketing. It includes researching and developing television and radio commercials and print advertisements, as well as the planning and execution of buying media.
The main purpose of advertising is to sell a product or service to the consumer market. Advertising uses many different types of appeal and a number of media to achieve a variety of goals. Advertising is the most effective means to get the word out about products, services, events, charities, and just about anything else that one can think of. Where would sports be today without advertising? Advertising in sports has helped the sports world grow into one of the most profitable industries in the world.
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...
Advertisements not only contribute to the producers and businessmen but also contribute to the customers. It plays a very key role in customers ' life and offers a consciousness of existence of the products and services to the consumers. The meaning of Advertising to the consumers can be talk about under the following several pointes. The first is convenience; Advertising will be making shopping simple by decreasing the time
Advertisement is a type of marketing communication used to attract or encourage an audience to take or continue some action. Usually advertisements contain commercial offerings, or conscious messages and information. Advertisements have an ancient history. In the early ages, Egyptians used papyrus to make sales messages and wall posters. Later commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia.