Truth, Lies & Advertising is an insightful text describing the best and most effective way to advertise. Depicted by author Jon Steel, the basis of this book is to highlight what makes advertising successful, and the importance of account planning. By stating two points which shape his argument, (1) that the setting in which advertising is produced has changed, and (2) that there are better ways to advertise -- in respect to the procedures outlined in the industry rule book; Steel concludes that successful advertising has “more to do with the approach to the campaign than with the nature of the solution itself” (Steel 268). This analysis will demonstrate Steel’s ideologies of advertising, the flaws within common research methods, and define …show more content…
“The only way to increase you success is to mentally step out of your shoes and into theirs;” (Steel 8) and if you can’t, you probably shouldn’t seek a career in advertising. This fundamental element is key, because as mentioned in the text, the best people in advertising are those that can think, move, and acquire similar instincts as a consumer. However, it’s important to note that you’re not projecting yourself; but instead, you’re acquainting yourself with the psychical and emotional ways of consumer living. Once achieved, you obtain the means to get inside the mind of a consumer, which will aid in how you affect the target, and reach the desired end; which is to sell your product and/or service. Essentially, after an advertiser/agency fully comprehends their audience, they can exploit this information and plant ideas; which hypothetically, should allow the consumer to participate and make their own …show more content…
Through the needs of the consumer, planners acquire a strategic solution to the problem, translate the solution into a brief that provokes creativity; and then further revises the raw creative ideas. Though the account planner is the most crucial part of advertising development, he/she does not work alone. The best developments are formulated by a combination of skilled personnel that demonstrate common sense, creativity, rational analysis, lateral interpretations, and “the ascendancy of subjectivity over objectivity and simplicity over complexity” (Steel XVI). Input from each source ranges from personal experience, to gut instincts, life lesson, and expensive research projects; all which come together to construct a campaign that is in-line with consumer
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.
Postman states, advertisements were created to “appeal to understanding, and not to passion” (60). It is also stated that producers would make the assumption “that potential buyers were illiterate, rational, and analytical.”(58) Though Neil Postman makes it apparent that advertisers are not always truthful about what they say. Advertisers also tried to appeal to the masses by coming up with catchy slogans to lure people in.
“What We are to Advertisers” by James B. Twitchell is a short article that emphasize how advertisement attracts audience magically. From the quote, “ Mass production means mass marketing, and mass marketing means the creation of mass stereotypes” James points out of how the world appear to be. The advertisers seems to be psychologically abuse to the public for them to be successful in their industry. Base on the way the society act, dress and thinks, we fantasize something ridiculous and only our imagination can only make it close to a reality. With that in mind, the industry of advertisements will immediately think of a way to try and sell their product to us.
Is advertising the ultimate means to inform and help us in our everyday decision-making or is it just an excessively powerful form of mass deception used by companies to persuade their prospects and customers to buy products and services they do not need? Consumers in the global village are exposed to increasing number of advertisement messages and spending for advertisements is increasing accordingly.
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.
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.
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
Berkman, Herald W. and Gilson, Christopher. Advertising: Concepts and Strategies, 2nd ed.. (New York: Random House, 1987). 244.
Nowadays, advertisements are everywhere embedded in our daily life. They are powerful resources that inform people the latest news about a particular product or brand in many different ways. Most of the people are being able to get more information and detail of a product from media, radio stations, newspapers and internet. Even though advertising is a big informative source, it also can be considered as a marketing tool to control the mind and desires of the consumers to manipulate and persuade them to buy things they do not need.
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.
Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.
‘Creative without strategy is called “art”. Creative with strategy is called ‘advertising’. Creativity grabs attention. People are flooded with millions of ads each day, but screens most of them out. Creativity allows advertisements to get past the filtering process and appeal to the intended audience. (Altstiel & Grow 2012) Advertising agencies nowadays are forced to think outside the box, by looking at the bigger picture and constantly discovering new ideas and ways to grab people’s attention. A successful creative advertisement results from the ability to incorporate strategic concepts in order to draw the line between plain art and advertising. There are no rules, no patterns to creating highly creative advertising. (Lee 2000)
Choosing a career in marketing can lead a person in many different directions within the defined roles of marketing. Composed of many facets and activities marketing careers offer a variety of avenues for the career minded to explore while offering growth and opportunities for advancement. A common denominator for many who choose a career in this field is the sense of ownership, or entrepreneurial spirit with regards to the products or services that they are working to market. Marketing requires that an understanding of customers’ needs and desires be acquired and then translated into both product development as well as communications as part of the marketing strategy. This paper will explore what is entailed in a career in marketing, as well as what the future holds for the profession. Because marketing professionals are needed by every company and in every industry, the career potential and chances for finding ones niche within the career field are virtually unlimited.
Businesses are in game in order to earn money and advertising is the strongest weapon that helps to sell a particular product . An advertisement can be harmful and misleading as well as helpful and beneficial . Advertising in ethics is an unclear concept , but truly the main goals of corporations should be avoid misleading their customers by setting up wrong expectations and to keep their current clients .The major problem with advertising is that most of them are misleading . Advertisements create an unrealistic and sometimes irrelevant impression of an any particular product. Unfortunately, often , consumers become the victims of their tricks .
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.