This website uses cookies to ensure you have the best experience. Learn more

Introduction To Advertising Essay

3522 words - 15 pages

Introduction to Advertising
CW1

1. Use examples of recent advertisements to explain the role and functions of advertising.

What is Advertising? It is a monetary and non-monetary form of persuading the audience through communication that uses:
“Non-personal mass media – as well as other forms of interactive communication – to reach mass audiences to connect an identified sponsor with a target audience”
(Wells, Moriarty, and Burnett)

If firms want to gain and increase sales and profits, they will have to be communicated to the customers. A total marketing communication program is called “promotion mix”. One of its key ...view middle of the document...

They are to;
* Inform
* Persuade
* Sell
Advertising simply aims to provide the public with detailed form of information. In various cases it has a neutral content, such as public announcements or some form of private or governmental advertising.
To inform, if a firm or manufacturer is introducing a new product, there will be an important need to inform customers about the new product/service. This could be by simple announcements or provide benefits or information details of the product and how it differs from alternative product offering.
When it comes to extending the appeal of an existing product, business may attempt to use advertising to suggest new uses of the product. For example, in response to customer feed backs. The business may wish to inform the market of price changes to its products.
Sometimes it becomes necessary for business to provide some form of information explaining their product works. For example, Samsung Galaxy S3 advert shows information in its adverts of its new features and what they can do.
To persuade, business may advertise the same products again because of change to it. Business might want to advertise the new features to the already existing product or improvements made to it. For example Apple Inc. brought us the iPhone 4 and a year later it brought us the iPhone 4S. It had already advertised about the IPhone 4 but with the new one it Apple brought us new features and better improvements the popular ones being the Seri App and the improved camera.
To sell, advertising is promotion. Advertising seeks to promote the sale of certain goods and services, to obtain this, advertising shows the potential or existing audience base with information about the products and services. In many cases this type of advertising seeks to boost existing attitudes by explaining how the product is appropriate to the potential customer’s existing needs or lifestyle.
Another way of this type of advertising is promotional in nature. The promotion will attempt to convince the customer to purchase the product straight away. It creates a sense of urgency. Especially with the case of sales advertising the audience is notified of the date on the sale and reminded that there is a limited offer only on the bargain product or service.
A key role of advertising is creating, composing and sustaining a Brand preferences and Brand switching. This is the most popular form undertaken by advertising campaigns.The roles of advertising have customarily been a path/ aid to sales. This is by;
* Creating Awareness
* Providing Essential Information
* Helping to build a relevant brand image
* Acting as a regular reminder to try, buy and use the brand.
(Tony Yeshinn – Advertising)

The reasoning behind advertising is to alter the way audiences previse and relate to the product or service advertised. Depending on...

Other Papers Like Introduction to Advertising

Types of Advertising Essay

889 words - 4 pages are trying to encourage new customers to buy an existing product or launching a new service, there are many options to choose from. The most suitable advertising option for your business will depend on what products or services you are advertising, and your target audience. For example, if you know that your target market reads a particular magazine, you should advertise in that publication.  The following list is an introduction to advertising

Piyush Sharma Essay

1096 words - 5 pages consideration. We must analyse the different market... Advertising one's First Amendment rights, racism in advertisement remains low. As America progresses, the need for advertisement progresses as well. Companies must compete... Children Interacting With Television Advertising Introduction is a ruling by the National Association of Broadcasters that lessens the need for advertising agencies to comply with statutory regulations and other

Breakthrough Outdoor Advertising

1070 words - 5 pages BREAKTHROUGH OUTDOOR ADVERTISING I/ INTRODUCTION Nowadays, products and services are becoming diversified in packing and quality. They are completing dramatically. The question is how to inform products or services to the target customers in an effective way, which is also big mission and challenge for each marketers. That why wide variety of new and creative ways of advertisings are created in order to appeal and impress the customers

Promotional Mix

1541 words - 7 pages advertising is effective communication between producers and consumers. The following are the main objectives of advertising: Preparing Ground for New Product New product needs introduction because potential customers have never used such product earlier and the advertisement prepare a ground for that new product. Creation of Demand The main objective of the advertisement is to create a favorable climate for maintaining of improving sales

Advertising

2065 words - 9 pages usage of a certain product, attract more customers and to indicate the introduction of new products or replacement of the old products. To assist me in carrying out this aim, I will also focus on several sub topics that will be further discussed. They are as follows: Advertising Media Types of advertising Roles and Functions of advertising In order to complete this coursework, I intend to read books, have interviews, research and sending out

Advertising Ethics

912 words - 4 pages report on the connections between smoking and health. Both reports established a close correlation between smoking and serious illnesses, especially lung cancer, and both called for a ban on cigarette advertising to children. In Britain, this resulted in a call for a total ban on television advertising. which also indicated that unethical advertisements are unacceptable by society. References: 1.The Discourses and Sayings of Confucius 2.V-Marketing 3.Advertising- A Very Short Introduction 4.Marketing-Real People, Real Choices 5. Marketing Ethics 6.Ethics in sales and marketing  

The Competitive Effects Of Advertising

886 words - 4 pages “The Competitive Effects of Advertising in the US Automobile Industry, - Greuner, Kamerschen and Klein “Organizational or Frictional Equilibria, X-Efficiency, and the Rate of Innovation.” The Quarterly Journal of Economics Leibenstein “X-Inefficiency Xists-Reply to an Xorcist” American Economic Review Leibenstein Introduction paper 1: Is advertising anticompetitive? Some economists argue that advertising performs a useful social

Impact of Billboards on Consumer Behaviour

3581 words - 15 pages positive impact of all these factors, on the buying behavior of the consumer proves the loyalty of consumer towards brand which helps in promotion of the advertised product and changes the buying behavior towards buying intentions. Key Words: Advertising, brand image, persuasiveness, c Introduction Advertising is a form of communication which is used to persuade a specific group of people to take some new action. Advertising is

History of Ads

1287 words - 6 pages Miss representation” Carol Pardun writes, “Is advertising a mirror of society? Or an agent of change? The basic premise is something like this: if advertising is a mirror of society, then the advertising industry is not really to blame for all the problems associated with bad advertising. We’re to blame.” Introduction Advertising is the process of communication whereby a person or group of people are persuaded to take some form of action

Advertising Plan

1282 words - 6 pages Advertising Plan In creating an adverting plan for a new type of service like The Auto Zone Mobile Mechanic will be a time consuming endeavor. Once we have this product designed and ready for use we will need to develop an appropriate adverting plan to reach potential users of this product. The advertising plan for the Auto Zone Mobile Mechanic will set the tone for the product’s introduction to the consumer. It will also set a goal for the

Summary Tfc

256 words - 2 pages note and began to insert the fashion theme in their television program. The Fashion Channel is willing to spend an estimated USD 60,000,000.00 on advertising, promotion and publication in 2007. And it has been solely on fashion which broadcast 24 hour per day, and 7 days a week. This Channel also reeaches close to 80,000,000 viewers in US households with their main demographic woman between 35 until 54 years old. Lifetime and CNN have been

Related Essays

Management Essay

311 words - 2 pages Introduction: The bar chart illustrate 5 advertising tools and the amount of attention which consumers spend. The Chart is taken from the Internet. The graph is divided into two axes and two colors. On the bottom, the axis shows the individual advertising tools. On the right hand side, there are figures from 0 until 50 in percent. Every advertising tool hast two bars. The blue bar shows the time of attention which consumers spend. The red bar

On Differences Between Chinese And American Advertising Cultures

5050 words - 21 pages 中发挥重要作用的传播因素。由此提出如何协调中美广告跨文化传播中的差异,使两国通过广告寻觅文化之间的共同点,并架构起东西方文化连接的桥梁。 关键词: 原创广告,文化传播,文化差异   Contents Acknowledgements ii Abstract iii 摘要 iv Contents v 1. Introduction 1 2. A Brief Introduction to Advertising 2 2.1 The Concept of Advertising 2 2.2 The History of Advertising 3 2.3 The Important Function of Advertising in Across-Cultures 4 2.3.1 An Important Carrier in the Cultural Transmission 4

Advertising Essay

3441 words - 14 pages Notes on Advertising: Unit Structure: * Introduction * Definitions of Advertising * Features of Advertising * Objectives of Advertising * Importance of Advertising * Active Participant in advertising * Role of advertising Marketing Mix * Role of advertising in Society * Conclusion * Introduction: The word advertising comes form the latin word "advertere meaning” to turn the minds of towards". Some of

Gay Lingo Essay

2533 words - 11 pages Different Types of Advertising Here is an article that talks about the different types of advertising. Read on... Advertising is the promotion of a company’s products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product /services to the customers. Advertising has become an essential element of the corporate world and hence the companies allot a