Goals of Advertisment and Public Relations

1522 Words4 Pages
bulb-icon

Recommended: Critical assessment of role of social media marketing

Advertising and PR Task One Marketing Communications The goal of marketing communications is to reach a selected or target audience in order to affect its behavior. The main goals and objectives of this type of communication are to persuade, inform and remind the selected target audience with respect to the existing product(s) in the market. Reminding may be used towards an audience who are already aware of your product and have a positive attitude towards it. In addition to this informing the potential and present customer’s about your new and existing products is another very important function of marketing communication. Finally you may decide to concentrate on persuading customers to purchase any new or existing offer. Communication Communication is basically the passing of information or exchange of ideas between a sender and receiver. The success of this communication depends on the nature of the message, the audience’s interpretation of it and the environment in which it is received. Therefore communication must have a sender or source, message or channel of communication and a receiver. Communication begins with the source/sender i.e. the sender must select words, symbols, pictures, etc. to convey the message that needs to be passed on to the receiver. This process is known as encoding the message in such a way that the receiver should understand it. The message itself may be verbal or nonverbal, written or oral, or even symbolic. The channel is the medium by which the message travels from the source to the receiver. Decoding is the process of transforming the message into thought and is influenced by the receiver’s experiences, perceptions, attitudes and values. Another set of actions is the response or feedbac...

... middle of paper ...

...uy their new range of products. Furthermore public relations activities can be used and these can include activities such as conducting seminars and interactive workshops in schools regarding the importance of looking after one’s body and also the importance of eating right. The firm could also start free exercise classes where women could be taught how to look after themselves properly and this could include personal grooming as well. Of course all these activities should focus on the theme of the advertisement i.e. it is important to look good but it is equally important to remain healthy as opposed to the idea of turning anorexic or bulimic in a bid to look thin/slim. References Jefkins, Frank. Advertising. 3rd Edition. London: Blackwell Publishers, 1999. Moriarty, Sandra. Advertising: Principles and Practices. Fifth edition. New York: Prentice-Hall, 2000.

Show More
Related

  • Cover Girl Cosmetics

    1680 Words  | 4 Pages

    middle of paper ... ... Contacting certain audiences, which is their main target during different promotions, is a wonderful way to go. Understanding advertising will help you understand yourself and make you realize who you really are and who you will always be, no matter how many cosmetics you buy. Works Cited Adweek, L.P.

    Read More

  • The Pressures of Dancers

    3179 Words  | 7 Pages

    The truth is “these ads portray women who have a weight way below average, and have no imperfections” (Karyn p.1). Many ads are airbrushed to give the models the look of being flawless, which many women and girls do not realize. Since that look is “virtually impossible to achieve” many dancers will develop an eating disorder feeling that “it is their only road to achieving this goal” of being thin (Karyn p.1). When thinking about it, the whole point of a commercial is essentially to sell happiness. If selling happiness is the goal and the use of models is prevalent in the commercial, then it can be concluded that the only way to achieve happiness is to be just like the commercial by having the product being advertised and looking like the person advertising it.

    Read More

  • Summary: The Evolution Of Women In Advertising

    653 Words  | 2 Pages

    Throughout time the evolution of American advertising has drastically changed. What hasn’t changed is the way that women are being presented. From the roaring twenties to modern time magazine ads have always advocated the main focus to be a woman’s beauty. As time goes by the advertisement industry focuses more on things like big breasts, tiny waists, long legs, and of course beauty. For instance, Chanel, a perfume line, constantly misrepresents their models in there ads by making the main focus to be their bodies.

    Read More

  • Men's Women Steve Craig Summary

    1328 Words  | 3 Pages

    Craig explains women must be beautiful if they want to, “maintain her husband’s interest and maintain her family’s unity and security” (189). Men have expressed attraction to women who are fit and slender, and if a woman does not conform to these beauty standards she will face a life of loneliness. Women feel obligated to buy these weight loss supplements to fulfill men’s desires. Sensa and Protein World purposely used attractive women in their ads to evoke self-conscious thoughts from their audience. Craig reveals these advertisers successfully sell weight loss supplements because they elicit insecurity from their consumers, which companies prey on to drive their sales. Women fall victim to the advertisers’ trap because they believe they will finally be able to attain their dream body by purchasing these products. Through the portrayal of attractive women in ads, advertisers are able to manipulate women into purchasing their products with the promise of acquiring

    Read More

  • Advertisement: Leading to Destruction.

    542 Words  | 2 Pages

    More than half of young ladies are doubting their body image because of all the advertisement seen every day. People may not realize the impact that advertisements have on the younger generations especially the girls. As it is young girls are vulnerable and have low self-esteem at this age. Some of the negative effects that the advertisement may have are: eating disorders, encouraging young ladies grow up faster than they are supposed to, girls being subjective to degrade themselves. Advertisements need to stop influencing young women to live by a false image because it’s an unrealistic expectation.

    Read More

  • Bongo.. Always American Made - Analysis Of Bongo Jeans Ad

    558 Words  | 2 Pages

    messages are used to draw in the reader and stir up interest in the product.

    Read More

  • Marketing Stacy's Pita Chips

    1709 Words  | 4 Pages

    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.

    Read More

  • Rhetorical Analysis Of Dove's Campaign For Real Beauty

    1007 Words  | 3 Pages

    When asked what beauty is, most women will point to a magazine cover at a size two model — a small waist, long legs, and flawless skin. Dove has attempted to change this perspective with their “Campaign for Real Beauty”. Launched in 2004, this campaign is comprised by a series of advertisements such as commercials, short-films, billboards, and many more. Dove appeals to women’s pathos in order to market to women of all ages. The company’s strong ethos allows women to feel comfortable and believe that they are truly beautiful. A majority of the campaign is aimed at young adults but also includes women fifty years and older. The creative directors Janet Kestin and Nancy Vonk strive to remind women that they are responsible for setting their own

    Read More

  • Dove Marketing Strategy

    994 Words  | 2 Pages

    Today, vast product selections require marketers to identify and understand their target market, and to ensure their message is specifically directed to, and clearly received by their target market. In Dove’s example, early marketing strategies targeted all woman who needed an alternative to harsh soaps. However, as soaps progressively became less harsh, the Dove brand required more strategic positioning in the minds of their consumer. When speaking to Dove’s re-positioning efforts, Flagg (2013), points out that while similar products associate brand image with slender, stereotypical models, Dove’s “2004 campaign for Real Beauty” (p.1) specifically targeted ordinary women, celebrating women’s diverse body shapes, and the importance of every woman feeling good about herself (p.1). With ever increasing product offerings entering the marketplace, marketers must clearly communicate to their target group why their product is right for them, as compared to other

    Read More

  • Unilever Dove Case Study

    981 Words  | 2 Pages

    The campaign has certainly yielded the results it set out to accomplish. However, the long term effects of this marketing strategy remain to be seen. Will younger women or women who believe in the supermodel definition of beauty be attracted to the brand? Society’s definition may not change even though women feel more confident. Beauty is subjective and cannot be applied to an entire group. Women might feel more confident but that may not make them any more beautiful in the eyes of society which might cause the whole message to

    Read More

  • How to Start a Small Business

    2008 Words  | 5 Pages

    ...rketing plan that will form the basis of all your marketing activities. Today, there are literally dozens of ways you can communicate your

    Read More

  • The Effects of Weight Loss Advertising

    1073 Words  | 3 Pages

    The first adverse effect of weight loss advertising is that it gives an illusion to women that being thin means beauty. The slimming companies recruit many beautiful celebrities to be the spokespersons. They post the photos before and after having treatment of those celebrities. Then, they made a comparison of those photos and exaggerated the beauty of after losing weight. In this case, women who are satisfied about their body initially may lose their confidence when comparing to those celebrities. They may find themselves imperfect and would consider the need of having those treatments. In fact, being thin is beautiful is partly correct only. It cannot apply to all females...

    Read More

  • Essay On Public Relations And Advertising

    1213 Words  | 3 Pages

    The rise of journalism based most of its work off of the help of public relations and would use advertising tactics in their own reporting. Public relations and advertising work closely together in their attempt to portray a positive image. For my final paper I chose to write about the development of journalism, public relations, and advertising; to compare and contrast the similarities and differences and to see where each peaked. It is interesting to notice how much they all relate to each other, but to also notice how each are different in their own way.

    Read More

  • Impact of Cosmetic Advertisements on Women

    1059 Words  | 3 Pages

    Estee Lauder’s beauty product is one such advertiser. In an August 2004 issue of Vogue magazine, enclosed was a two-page ad campaign intended to sell Estee Lauder’s “Future Perfect Anti-Wrinkle Radiance Moisturizers SPF.” This advertisment is appealing to the consumer because it stresses the importance of remaining young by the use of this product. This advertisement then goes further to stress that, “The past is forgiven, the present is improved, and the future will be perfect.” This advertisement includes three alluring models, all of which are of different ethnicity but essentially have the same physical attributes. This image is used to appeal to all sorts of American women. The models all have famished bodies; this includes their angular, somewhat gaunt faces and protruding collarbones. Located right below this image is the company’s slogan which reads, “ESTEE LAUDER. Defining Beauty.” The attempt is made with this advertisement to define beauty with images of starved and malnourished models which Estee Lauder claims to be the standard for beauty.

    Read More

  • The Positive and Negative Effects of Advertising on Consumer Behavior

    1661 Words  | 4 Pages

    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...

    Read More

More about Goals of Advertisment and Public Relations

Open Document