¶ … communication through various advertising techniques. The writer explores newspapers, advertisements, direct mail, ecommerce and other methods of attempting to reach the potential consumer. The writer uses 12 sources to complete the paper.
The development and sustaining of any company that offers products or services is heavily dependent on its ability to market and advertise. The use of advertising to communicate messages to the consumer is not a new concept. It is something that has been used for many years to entice the consumer into purchase. Communication through the use of advertising is not a new concept but there are several relatively new approaches being used today.
Many years ago before there was electricity or television there was only one way for a business to advertise and that was through print advertisements. Print ads included things such as posters, newspaper ads and magazine publications. Print ads often contained pictures of the product that the business wanted to sell and they were often artistic in design as they tried to capture the attention of the consumer.
The business that wanted to advertise its product or service paid to take out space in the local newspaper or magazine. The ad would then run for a predetermined number of publications in which it would try and communicate the message to the consumer that their product was the best. The main goal in using print ads for communicating to targeted consumers was to do two things. The first thing that print advertisements communicated to the consumer was the idea that this particular product or service was the best. This was done through carefully worded text copies as well as pictures.
The second thing the print advertisements did to communicate with the potential consumer was to try and steer the consumer away from the competitor products. This was communicated in a variety of methods including comparison charts, insults to the competitor and other means. In the days before electricity and in the days before television print ads and word of mouth were the only ways to communicate in marketing.
As time moved on there were inventions that opened an entire world of advertising that included television, radio, and eventually Internet access. These methods joined the ranks of ways that one could communicate in the field of marketing and today the world is a virtual plethora of advertising methods and communication attempts.
Since the time of print ads invention there have been millions of different ads in many different arenas all attempting to communicate a message to the consumer. Advertising is one of the most important communicators in society because of the things that it can cause to occur (Ad, 2004).
Advertising can communicate many things besides the message to purchase. Advertising communicates self-esteem messages, as well as messages about how society expects one to behave. Using print ads with ultra thin models communicated for many years that the average person is expected to be rail thin as well. It became such a problem that eating disorder treatment centers began to blame many of their patient's problems on the ads that promoted such thinking.
Television and radio ads also communicated many things besides the push to purchase a certain product or service. Through the use of cleverly written scripts the targeted consumer was made to feel bad about himself or herself if they did not purchase the product. Ads in magazine have promoted everything from chiffon adorned housewives cleaning houses to hard bodied runners who drink certain power meals (Ad, 2004). Television ads have made use of the ability to insult competitors by using brand X in mock studies as well as making fun of the competitor's claims about their product or service (Ad, 2004).
These were all various attempts at communication through the use of various advertising techniques (Ad, 2004).
Advertising has to keep an eye on past, current and future trends if it is going to be successful in its attempts to communicate to the consumer. One expert believes that advertising needs to shift the way it currently communicates if it is to continue to be the powerful tool that it has been in the past.
Functionally, we're half traditional advertising and half other marketing services. We'd like it to be one-third advertising and two-thirds other. Why? Our clients are going that way because TV advertising continues to go up in cost. We want to expand in market research and direct and Internet marketing. We call these areas quantitative aids to decision-making. People aren't going with their gut as much as they used to. Direct or interactive marketing is more measurable than traditional advertising -- so it's more pleasurable for the decision makers (Ad, 2004). "
Brand struggles seem to be cyclic in nature and this where the power of advertising...
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