Advertising Essay

Advertising Essay
Advertising
According to the American Marketing Association, advertising is, 'any paid form of non–personal
presentation and promotion of ideas, goods or services by an identifiable sponsor'.
Advertising can be a costly promotional tool but, many businesses continue to use it. I have listed
the following reasons why a business needs to advertise:
* To create awareness, customer interest or desire
* To boost sales
* To build brand loyalty
* Tolaunch a new product
* To change customer attitudes
* To build the company or brand image
* To remind and reassure customers
* To offset competitor advertising
* To support the sales force
Advertising consist of two main features: the message and the medium.
The message is what you want your...show more content...
These objectives can be divided into three main groups:
1. To inform, e.g. tell customers about a new product
2. To persuade, e.g. encourage customers to switch to another brand
3. To remind, e.g. remind buyers where to find the product
Set the advertising budget
Setting the advertising budget can be a complicated task for any business. This is because; it is
difficult to predict how effective a particular campaign is going to be, and therefore how much
money should be spent. There are a number of ways, which business might use to decide upon
advertising budget, e.g.:
* As a percentage of past sales– the advantage of this is, using finance already earned. The
disadvantage of this is, it ignores changes in the future market
* As a percentage of future sales– the advantage of this is, it is very flexible. The disadvantage of
this is problems can occur if, sales targets are not met.
* Based on competitor expenditure– the advantage of this, easy assess to the market. The

disadvantage of this is, it can lead to competitors gaining the lead because, they are always the
pace–setters
Determine the key advertising messages
The advertising message must be carefully aimed at the target consumer audience. An effective
advertising message should have the following characteristics: 1. Meaningful– customers should find
the message relevant
2. Distinctive– attract customer's attention
3. Believable– should be a truthful
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The Effects of Advertising Essay
The Effects of Advertising
To advertise is to 'make generally or public known, to praise publicity in order to encourage to buy
or use something, to ask or offer by public notice.' Advertising persuades, informs, competes and,
indeed, entertains.
The word 'advertise' comes from the French word 'avertir' which means 'to warn'. Many years ago,
chemists, barbers, prostitutes, etc would have relied on advertising to promote their business.
Chemists (or apothecary) would have advertised their business with their logo– a remedy bottle with
a serpent snake wrapped around it. Whereas barbers where instantly recognised by a red and white
striped pole outside their shop. Prostitutes would have...show more content...
In 'Pester Power', children were immediately able to answer the question ' What are Gary
Linekar's favourite crisps?' with the correct answer 'Walkers' as he is used in the advert to
advertise this product. This, no doubt, shows the popularity of adverts in themselves. Also, the
question, 'What do the Spice Girls drink?' was again correctly answered with 'Pepsi' as they had
promoted the product. This was because their pop icons advertised the product and could have easily
lead to young children thinking that if they drink this juice, they will be like their idols. Sex is often
used in advertisement too, aiming towards teenagers and adults. A picture of a naked or partially
covered girl will instantly grab attention and, although the viewers may not buy the product, they
become familiar with the company. Another good technique is comedy, which makes advertisement
a form of entertainment. It can generate conversation in people, a valuable means of advertising as it
spreads through word of mouth. Other techniques, which are commonly used and successful, are
music, popularity and propaganda. If a product is shown being enjoyed by others, people instantly
feel it is the next must have. Although parents and older people are sucked in by this method,
children are a lot more vulnerable to it. When children pester their parents for the next must have,
they do not stop until they eventually get

Advertising: the good and bad Essay
Advertising is a persuasive communication attempt to change or reinforce one's prior attitude that is
predictable of future behavior. We are not born with the attitudes for which we hold toward various
things in our environment. Instead, we learn our feelings of favorability or unfavorability through
information about the object through advertising or direct experience with the object, or some
combination of the two. Furthermore, the main aim of advertising is to 'persuade' to consumer in
order to generate new markets for production.
"Advertising is far from impotent or harmless; it is not a mere mirror image. Its power is real, and
on the brink of a great increase. Not the power to brainwash overnight, but the power to create subtle
and...show more content...
Without advertising, the media (including newspaper, television, and radio) would be much less
vigorous. Advertising provides revenue for commercial mediums, which would otherwise need to be
funded by the actual consumer of these mediums. For instance, a newspaper would cost up to three
times as much money because advertising provides two–thirds of the revenue of the print media, and
all television, bar government funded networks, would be pay–TV (since nearly ALL revenue for
television is provided by advertising, while the consumer provides no financial support except for
providing the service of watching the advertised messages). So we can see a major economic
infrastructure based around advertising.
However, with every positive side comes a negative, and advertising is no different. Advertising
has been blamed for a great variety of negative social impacts. One of the major criticisms received
by advertising is that it forces people to buy things they don't really need, often projecting negative
emotions such as fear, anxiety of guilt upon the consumer (Engel). It is claimed that advertising
plays with our basic human emotions and takes advantage of them, using them as merely another
technique to sell goods or services.
Advertising also encourages people to buy products by making them think that purchasing and
consuming are the major

Essay about The Power of Advertising
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms
have to control consumers all over the world. It is a form of communication that typically attempts
to persuade potential customers to purchase or to consume more of a particular brand of product or
service. Its impacts created on the society throughout the years has been amazing, especially in this
technology age. Influencing people's habits, creating false needs, distorting the values and priorities
of our society with sexism and feminism, advertising has become a poison snake ready to hunt his
prey. However, on the other hand, advertising has had a positive effect as a help of the economy and
society. In the business market, the main and...show more content...
The problem of such purchasing is that the natural satisfaction of needs is replaced by the
artificial. A good example is the marketing of milk products in the Third World. In the 1970s the
multinational food company Nestle advertised powdered milk for babies as an alternative to breast
feeding in countries such as Kenya. The attractiveness of the product was enhanced by the positive
image of development, modernity and technology that businessman projected to mothers. In this
case, however, the results were tragic, because the product required sanitary conditions that were
not available in those times. Therefore, many infants who were fed in this way faced illness and
even death. Far from offering a diversity of choices for the satisfaction of needs, advertisement
offers only one message: "purchase a commodity." Since advertising must create new demand, it
must also continually produce unsatisfied costumers. Those customers are more likely to look for
products to fulfill their happiness, even though they do not reach that point. Mander writes that "the
goal of all advertising is discontent,...an internal scarcity of contentment." Advertising plays on our
fears, insecurities, and anxieties, always reminding us that our lives could be better only if we buy
this or that. The purpose is to make us slaves of commercials, and as slaves, do as they please. This
is the reason for its existences,

Advertisements Essay
We see advertisements all around us. They are on television, in magazines, on the Internet, and
plastered up on large billboards everywhere. Ads are nothing new. Many individuals have noticed
them all of their lives and have just come to accept them. Advertisers use many subliminal techniques
to get the advertisements to work on consumers. Many people don't realize how effective ads really
are. One example is an advertisement for High Definition Television from Samsung. It appears in an
issue of Entertainment Weekly, a very popular magazine concerning movies, music, books, and other
various media. The magazine would appeal to almost anyone, from a fifteen–year–old movie addict
to a sixty–five–year–old soap opera lover. Therefore the ad...show more content...
In addition to the beautiful looking imagery, the ad also uses some clever words to entice the reader.
Jeffrey Schrank's "The Language of Advertising Claims" explains wonderfully the most common
techniques that advertisers use in their ads. In the advertisement for the High Definition Television by
Samsung, three of Jeffrey Schrank's techniques are used: the "Weasel" claim, the "Unfinished"
claim, and the "Vague" claim.
The claim that is most apparent is the "Weasel" claim. A weasel word is one that appears to be
pretty significant and meaningful but if analyzed further really don't mean much at all (Shrank par.
9). The High Definition Television advertisement claims that it as a flat screen that is "virtually
distortion and glare free" (Entertainment Weekly). The ad doesn't say that the TV has no distortion
or glare. Instead what is says really has no meaning since virtually can be interpreted in many
different ways. The ad does give the impression, though, that the television has no distortion or glare.
Another claim that is used is the "Unfinished" one (Shrank par. 10). An example of that in this
television advertisement is when it says that the picture on these TV's is "bolder, brighter and more
exciting" (Entertainment Weekly). It doesn't, though, say

History of Advertising Essay examples
History of Advertising
The earliest form of advertising was simply people receiving information about goods and services
by word of mouth from traders. Word of mouth advertising was used throughout the centuries and
still is today, but something was introduced in the 15th century that would revolutionise the way of
life. In the 15th century the printing press was introduced. In Europe printing was introduced in the
15th century, that movable type was reinvented by Johannes Gutenberg in Germany. From there
printing spread to Italy, France, and England, where it was introduced by William Caxton. In
England the first printing press was located at Westminister....show more content...
Bill posting was a popular and cheap way of advertising. Many people in big towns were employed
into sticking posters onto walls around the towns, often covering other ads. Also another way of
advertising was to use people to carry posters around all day. These people were called
sandwich–board men. As competition increased, advertisers began to experiment with different
ways of printing adverts. Advertisers wanted to attract the most attention so people would buy their
product. A few ways of attracting attention were to have a striking first line, bold headlines, or
repeated claims were all favoured devices.
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Even so, it was not until the latter half of the 19th century that advertising really began, not only to
grow far more rapidly, but also to take on its now familiar forms. Several factors contributed to this
sudden expansion. The Industrial Revolution had begun to concentrate production into fewer hands
because machines could mass–produce in less time. Correspondingly, the producers need to
advertise their products because the machines were very expensive and needed to compensate for
them. A rise in general income and literacy had led to an increase in the circulation of the
newspapers, which in turn made them far more attractive as an advertising medium.

Advertising Strategies Essay
Advertisements that are featured in magazines feature both products and people. These ads can
further be divided into the categories of "glamorous" products, like perfumes and clothing, and
"nonglamorous" products, such as antacids and cleansers. In order for the advertisement to work
effectively the product must be directed at the correct audience. Therefore, each of these products
had patterns as to the type of product being sold and the attractiveness of the people used in the ad
of the product.
One advertisement was for Calvin Klein's One, a scent for men and women. This advertisement
contained many attractive males and females. The males were naked and their genitals were
covered by a bottle of One. They had perfectly chiseled...show more content...
The lighting reflected off of each of their lips. The aura of the ad was very sexual and sensuous.
An advertisement for the clothing store The Gap contained a highly attractive female. She had
shoulder length hair blond hair and light blue eyes. She was sitting down with her legs crossed,
dressed in a tight white shirt and a tight pair of blue jeans. Her smile was ear to ear and pearly
white. In this ad the female was portrayed as the ideal beautiful woman, with blond hair blue eyes
and a slender body.
These two advertisements are advertisements for "glamorous" items. In each of the advertisements
attractive people are used to try to sell the product. It is a tactic of self–fulfilling prophecy, that is
people look at the ads and believe that they, too, can be that beautiful person in the ad.
An advertisement for Maalox antacid contained an elderly man. The page was divided in half with
before and after pictures. The before picture had the man with a look of great pain on his face and
he was groping his stomach. On the corner of this picture was an extended hand with Maalox, trying
to give it to the man. The next picture, the after, displayed the man smiling and normal. This
advertisement was used to show the soothing abilities of Maalox.
Windex glass cleaner's ad contained a housewife. She was wearing a blue robe with her hair up in
curlers and fuzzy slippers. She is pictured scrubbing a

The Techniques of Advertising Essay
The Techniques of Advertising
Advertising
There are obviously a lot of techniques used for adverting such as getting the attention of the reader
or viewer. Advertising has been used for decades; however different techniques are slowly being
introduced. As example of this would be that in the 60's, companies had a low budget to advertise,
whereas now a days they have multi–million pound budgets to advertise their product.
In a company's business plan, a large portion of their money is spent on advertising. This is firstly
done to get them in a safe stable place n their market. This is the main factor why they 'risk' a lot of
their money into investing in advertising. The reason for doing...show more content...
The reason for this as some members of the public found them to graphic for everyday ads.
There are many different ways a product can be noticed, they range from Bill Boards to Pop–Up
adverts on a website. All different companies will use the web to advertise, and better known brands
such as Coca–Cola will advertise on popular television stations that will be viewed thousands of
times.
There is one main body that controls advertising; this is called the ASA (Advertising Standards
Agency). The ASA is the independent, self–regulatory body for non–broadcast advertisements, sales
promotions and direct marketing in the UK. They administer the British code of Advertising, sales
promotions and direct marketing to ensure that advertisements are legal, decent, honest and truthful.
As example of the ASA enforcing these laws is with '24/7 Locksmiths'. They advertised with the
headline
"Call and we are thereГўв‚¬В¦" and stated
"Free call out 24 hours, 7 days a–week, 365 days a year."
However the complainer had paid a Г‚ВЈ50 deposit and was then told by them that they could not
replace his locks and his deposit was non–refundable. Due to this the ASA removed the Ad.
All adverts have their own way of attracting the viewers attention, however they usually appeal to out
basic instincts or needs. To do this adverting agencies reflect them in the advert. There are other

Essay on The Popularity of Advertising
The Popularity of Advertising
Advertising is increasing so quickly that it has become unavoidable. Where–ever you go, you can
find advertising. For example, it can be found on Trains, Buses, Buildings, Newspapers, Television
and even on the side of Football pitches. Advertising also uses a lot of methods, such as Celebrity
endorsement, Exotic places, Humour, Catchy slogans and Sex. Advertising has to be strictly decent,
legal and clean. All adverts have to be checked for this by the Advertising Standards Authority and
the Independent broadcasting Authority. If you watch the Television any night of the week, you will
definitely come across a great selection of adverts, most of which would be...show more content...
Suddenly out of the silence, a man shouts out "TWISTER" in horror. The man has a close–up on his
face to reveal that he is scared and doesn't know what to do.
The next scene show people and children running around outside in great distress, meaning that the
twister must be coming for them. While this is happening, there is a voice– over taking place, which
is giving out information on the twister. The information given out is quite frightening and would
make the audience feel sorry for anybody who is in it. The camera cuts out to the inside of the car
that you saw earlier in the advert. A voice–over starts and gives out detail on the specification of the
car. The camera smoothly cuts to a scene in which the car is driving in the direction of the
twister. This makes the audience wonder why the car is doing that. At this point the mood has
got a little quieter but there is still a hint of danger. In the next scene, the audience is shown a
film where the car is driving through a small village with pieces of tin and corrugated iron roofing
is being hurled around in the air by the twister, but the car just ignores this and continues to drive
through with no sign of fear. This makes the viewer think "the driver of that car must be mad" and
"I wouldn't dare do that in my car". This is exactly what the advert is made to do. The scene also
showed the audience that the car is

Advertising and its Appeal to Society
Today we live in a society that is being dominated and confounded by commercials and ads. A new
age, which could be referred to as the advertising age where commercials and ads tell us what is a
necessity and what isn't. Howard Luck Gossage in his book Is There Any Hope for Advertising?
Stated that there are ads and commercials everywhere around us in which there is no escape. "I
like to imagine a better world where there will be less, and more stimulating advertising. I suppose
all of us would like to see this come to pass, it would certainly clear away some of the confusion
from advertising's murky picture and make it easier to comprehend" (7). Ads and commercials have
flourished everywhere like a...show more content...
Presumably the most popular aspect for advertising is the first aspect since advertising is all about
using the right statements and pictures that would grasp the customer's attention. It essentially aims
to cause the customer at least look at the article to see a picture or a name of the product, which is
being advertised.
One way to persuade and plunder the customer's attention is to use catchy slogans, characters,
symbols, and icons with which the advertisers use to identify and advertise their products.
Volkswagen has been one of the most famous car companies that have been known to use catchy
slogans and different symbols. For instance, in 1988 Volkswagen made a commercial that generally
says that a car is more precious than diamonds to a girl.
"In the commercial a song titled Everyone's going through changes is played in the background as
a young lady emerges from the household and slams the door. She pulls her ring off and posts it
through the letterbox, then storms down the street ripping off her pearls, slinging a bracelet past
a cat, abandoning her fur coat over a parking meter. Poised over a grating into which she is about to
dispose of her car keys, she has a change of heart as she considers what she'd be throwing away.
Perked up enormously, she drives off in her VW. Super: If only everything in life was as reliable as
a Volkswagen" (Kanner 105).
The

Advertising in the Media Essay
Advertising is an important social phenomenon. It both stimulates consumption, economic activity
models, life–styles and a certain value orientation. Consumers are confronted with extensive daily
doses of advertising in multiple media. With the continual attack of marketing media, it is
presumable that it will affect our individualism and society as a whole. What are the effects of
advertising today? Does television reinforce the mainstream ideology of contemporary culture? How
do they shape the society? Can the media help break the barriers of gender roles? Consumer minds'
can be changed, opinions molded. I believe advertising in the media today is slightly changing,
however will not drastically change. The commercials and advertisements...show more content...
Ads and commercials, with their images of cowboys, successful businessmen, construction workers,
sophisticates in tuxedos, muscle men and others, advertisements may seem to be flashing by
casually. But they actually represent countless– if often unconscious– decisions by writers,
advertisers, producers, programmers and others about what men look like, say and even think. Men
view magazine advertisements containing images of men that varied in terms of how traditionally
masculine versus neutral they were and whether the models were the same ate or much older than
the viewers. This suggests that nontraditional men's gender role attitudes may be rather unstable
and susceptible to momentary influences such as those found in advertising. Several parts of
relationships are viewed differently by the sexes. "Men view women as lower on the
socioeconomic scale, while women see the two genders as at equal level on the socioeconomic
scale" (Melville and Cornish, 1993).
When studying the many different commercials these two commercials definitely supported the
main type of male role in advertising. Coca–Cola ran an ad in which at a certain time all of the
women in an office rushed to the window to watch a construction worker take his shirt off and drink
a Diet Coke. Although he is undressing, the situation allows us to assume that he will not reach full
nudity. Another good example opens with two women sitting in a park eating

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