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Objectives and roles of advertising
Advertising effects essay
Advertising affects
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Abstract
Advertising has a pretty simple role: to persuade consumers to buy the company’s product while creating awareness about it. Advertising spam is on the rise in television primetime. It is becoming easier and easier for consumers to tune out advertisements and not pay attention to the message. So the question is: which advertisements “stick” to the consumers’ minds and actually lead to intent to purchase? This study attempts to analyze this by investigating recall differences between two broad categories of advertisements: “persuasive” and “informative” and eventual purchase intent differences that arise due to the advertisements. The study was an experiment, with 45 participants, asked to view a half hour documentary interrupted with four intervals of 12 advertisements, equal ratio of persuasive and informative advertisements. A comparison of mean recall scores using the t-test showed a significantly higher recall score for persuasive advertisements than for informative advertisements. The difference in purchase intent resulting from the two categories of advertisements was negligible.
Keywords: Advertising, Persuasion, Recall, Purchase Intent
Introduction
By investing in advertising, marketers strive to induce additional sales of their product by making consumers aware of their brand and persuading them of its superiority. Therefore, advertising has a pretty simple role: to persuade consumers to buy the company’s product while creating awareness about it.
The battle of advertising continues beyond persuasion. It is observed that the top brands continuously advertise to keep themselves in the mind of the consumer; a distinguished place among other brands. Their brand name is the first that should come to mind ...
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Till, Brian D., and Michael Busler (2000), "The Match-Up Hypothesis: Physical Attraction, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent, and Brand Beliefs," Journal of Advertising, 29 (3), 1-13.
Tull, D. (1965). The Carry-Over Effect of Advertising. The Journal of Marketing Vol 29 , 45-53.
Um, N.-H. (2008). Revisit Elaboration Likelihood Model: How Advertising Appeals Work on Attitudinal and Behavioral Brand Loyalty Centering Around Low vs. High-Involvement Product. European Journal of Social Sciences – Volume 7, Number 1 , pp. 126-139.
Verma, S. (2009). Do All Advertising Appeals Influence Consumer Purchase Decision. Global Business Review Vol 10 , 33-43.
Zauberman, G., Ratner, R. K., & Kim, B. K. ( 2009). Memories as Assets: Strategic Memory Protection in Choice over Time. Journal of Consumer Research, Vol. 35 , 715-729.
This film dealt with advertising and the techniques used today as a way to sell products and services while raising the question as to whether there are more brands in need of a real purpose. Furthermore, it worked to explain some the difficulties found within advertising such as reaching the consumer as well as the evolution of marketing.
Calfee, John E. "How Advertising Informs to Our Benefit." Consumers' Research Magazine. (April 1998). American Enterprise Institute. 1 Jan 2000 .
Contrary, the interactive advertising, have the concern of common point between the products and consumers. However, in the present’s world, describe the practical functions and advantages of products are no longer enough for consumers. Consumers are interested in the symbolic value and the imagined beliefs that a brand connects to the product and the image. This is about the concepts “interpassivity”, “thievish joy” and “illusions without owners”, which are describe the interactive communication in the contemporary society. The emotional expression of consumers is delegated to a brand, if a brand can fulfill or provide them psychological needs and experiences. Nonetheless, the relevance between a brand and the symbolic value of its products provided symbolize of the company for consumers. And the effects of a brand’s symbolic capacity are far more important than others. As Markus Walz, Sean Hingston and Mikeal Adehn agree with McCracken’s view point that “ [consumer goods have a significance that goes beyond their utilitarian character and commercial value…their ability to carry and communicate cultural meaning]. Thus, it would seem that although brands may have commercial relevance in their DNA, they have indeed evolved into something beyond that.” (Walz, Hingston and Adehn, 67). Therefore, it is significant for a brand through interactive advertising to
This book has opened a whole new perspective on advertising and the reasons we buy things and regret them later. Thinking that I have the urge for a McDonalds hamburger may feel real, or it might just be an elaborate, expensive advertising technique used to manipulate my buying behavior.
Redbook magazine are devoted to selling products ranging from shoes to shampoo. The entire magazine only has only 210 pages. Approximately 6-8 min of every half hour television show is produced by ad agencies. Americans are bombarded with advertisements. We see them everyday in many different forms and through different mediums. Advertisers study America’s population through a systematic breakdown and analysis of our likes and dislikes in relation to our differences. These differences include gender, sexual orientation, economic status, location, race, ethnicity, and more. Advertisers have substantial knowledge of what appeals to each of these demographics and how these demographics will respond to different stimuli (i.e. visual audio, ect.) as well as where the advertising will be most effective. In other words, advertisers find it more beneficial to target specific audiences (Furnham; Mak, 1999).
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.
Shrum, L.J. "Television And Persuasion: Effects Of The Programs Between The Ads." Psychology & Marketing 16.2 (1999): 119. Publisher Provided Full Text Searching File. Web. 22 Nov. 2013.
O’Sullivan, Geremiah. “The Social and Cultural Effects of Advertising.” N.p., n.d. Web. 14 Mar. 2014.
It is imperative to understand what does advertising do, before undertaking any research in the field of advertising. Advertising is a form of communication. It attempts to send a message to the target audience in order to elicit a desired
In conclusion, I believe that the advertising can affect and manipulate consumers to buy things they do not actually need. Nevertheless, if we want to buy something, our decision-making processes will be additionally influenced by our income, relatives and lifestyle.
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
Goodman (1997) asserts the average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. At this rate, teenagers are exposed to a vast range of advertisements that create awareness and knowledge of products and services in the market. Moreover, the objective of advertisements is to increase sales and grow profits. Though advertisers are not psychologists, they are aware of strategic techniques that will cause teenagers to be convinced to buy their product. For instance, the method of using product placement and celebrity endorsement is common, and in spite of this, advertisements tend to be more memorable namely due to popularity. According to the traditional hierarchy-of-effects models of advertising state that advertising exposure leads to cognitions, such as memory about the advertisement, the brand; which in turn leads to attitudes, i.e. Product liking and attitude toward purchase; which in the end leads to behaviors, like buying the advertised product
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.
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.