Advertising and Its Effects
Advertising is the art of making a product known to the potential buyers. It entails the use of various means of media and any other means that can relay the message to the people out there. Through advertisements, the buyers can know more than just the availability of a product. Besides being made aware of the product, consumers can learn about the prices and the usability of the products being sold. Advertisement is a commercial activity, and media houses make most of the revenue from it (Batra, 2009). People and even companies pay to be covered by the platforms of these media in order to have a better way of convincing the public to purchase the goods and services. This paper discusses the various aspects of advertisement and its effects to all concerned stakeholders.
Forms of advertisements
The most commonly used forms of advertisements include both electronic and print media. Television and radio advertisements have been the most common ones for a long time (Murray, et al., 2004). They both customize the content of the adverts to reach the specific targeted audience. Advertisements made through these means are all important and appropriate when advertising products that need detailed descriptions. When advertising through these channels, only those people who are within range can access the adverts. In this regard, the best adverts to be made are those that are timed and released when it is suspected that people have ample time to view them. This is perhaps in the evenings in what is known in adverts' prime time. In terms of billing, these times cost much money to make an advert, unlike the other hours. Marketing and product promotion cannot be attained without adverts. The print media relays their adverts effectively but not in real time although the content is not live as in the electronic media. Media has a way of boosting sales through adverts (Ferrier &...
Furthermore, if any established company is bouncing back or recovering from a scandal or bad press, advertising can be the beacon by which one regains one's footing. "In a competitive market, rumors and bad news travel fast. Advertising corrects misleading gossip, punctures "overstated" bad news. Advertising that is vigorous and positive can bring shoppers into the marketplace, regardless of the economy" (moneymailer.com). Advertising can divert the attention of consumer's
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(Snyder & DeBono quoted in Kjeldal 2003, Introduction section, ¶ 6). The results from the study Kjeldal (2003) conducted with 70 participants in two stages suggest that the word association responses high self-monitors (HSMs) produce reflect selective activation of a personally meaningful, experiential, system. The responses low self-monitors (LSMs) produce, on the other hand, indicate an intellective factual system. 2. Decision Making Process Theories Dr. Bonnie Halpern-Felsher (2009), an Associate Professor at
Companies use advertising plans to build awareness about their product. Company uses different plans to promote their sales. It uses trade show plan to demonstrate what they are selling, sales promotion plan for incremental sales, public relations plan for free ads, internet plan for instant distribution of product specifications and information, customer service plan to repeat sales, research plan to monitor activities regarding the products and customer satisfaction and last
Not only are the campaigns coherent, but they also support each other and the essential key concepts, represented by the characteristics of the brand: social awareness and implication, innovation, the ability to do anything, the belief in people and their potential to achieve their dreams. The main weakness that the approach to PR and advertising is the repeated focus on the concepts of innovation and social responsibility without insisting
The adverts to be used must be tailored to the lifestyles of the target market. The internet as a promotional tool must be treated with utmost importance. The manufacturer must realize the full potential of the internet as a promotional tool. Showrooms must also be used as tool or mediums of promoting Volkswagen CC. TV adverts too are also not to be forgotten. Hesterberg (2009) noted that the use of
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