This document discusses the power of advertising and its impact on consumers. It argues that while advertising aims to create demand and influence purchasing decisions, individuals still maintain free will over their choices. Advertising is meant to inform people about products and services, not force them to buy things they do not need. However, some advertising tactics could be seen as misleading or manipulative, like using celebrity endorsements without full disclosure. Overall, advertising is a form of communication and people are responsible for their own spending habits regardless of marketing efforts.

1. Creativity in Advertising
* CHAPTER 1. * ADVERTISING.
1.1 Origin of advertising
The origin of advertising does not lie in the modern industrial age, but it has its roots in the remote past. Thousand of years ago most people were
engaged in hunting, farming, or handicraft related activities. They used to barter products among themselves. Distribution was limited to how far the
vendor could walk and distribute, advertising was limited to how loud they could shout. Perhaps the earliest form of advertising was simply the trader
shouting out the fact that he existed and naming what he had to sell in the local market place.
As an instrument of marketing, advertising was an effective through multiple sales people reaching many people at one time. Then it had used...show
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Price charged should be reasonable. This is necessary for the support and co–operation of consumers.
* Advertising and Place:
Place relates to physical distribution which is possible through various channels of distribution. Advertiser has to decide whether to adopt direct or
indirect channels of also useful for large–scale distribution. Advertising plays a crucial role to ensure smooth distribution of goods and keep the
consumers well–informed.
* Advertising and Promotion:
Promotion is perhaps the most important element in the marketing mix. Companies introduce sales promotion campaigns for capturing market. Price
discounts and schemes like buy one, get one free are also offered as sales promotion. Various sales promotion techniques are introduced at the
consumer and dealer levels. Window display, provision of after sales services and coordinal public relations also facilitate sales promotion. Massive
advertising is useful to support the sales promotion campaigns.

2. 1.4 AIDA Formula in Advertising
The AIDA formula in advertising was suggested by E.K. Strong in his book "the psychology of selling." This formula suggests the steps in the
process of advertising. The term AIDA is a short form derived from the four words:
A ATTENTION
I INTEREST
D DESIRE
A ACTION
* A = Attracting Attention:
It involves attention element of an advertisement which 'catches the eye' and attract attention. A person is likely to
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3. 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

4. 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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5. 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. ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
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.
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6. 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,
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7. Essay on Commercials and Advertising
Analyze This
Did you ever sit and analyze the kinds of commercials that are played on the television? At designated times, different people are targeted. Or how
about the ways the grocery stores are set up with the candy, soda, and magazines near the check out area. Items in a store are put in certain places for
a reason. These are all clever selling techniques that manufacturers come up with to get people to buy their products.
Around 2:30 until about 5:00, the kids come home from school, and the cartoons and other kids shows are on. So why not show commercials for the
latest Barbie doll or hot wheels playset....show more content...
Now you get hungry so why make dinner when it can be done for you?
Taking a child to the grocery store can be the absolute pits. You're going down aisle five (the cereal aisle) and your four year old sees a box of
frosted flakes with some new pokemon toy. He starts throwing a fit, not because he wants the cereal, but because of the cool toy inside. Of course
you get suckered into buying it so your child doesn't scream anymore. Or you go into the supermarket just for milk. Well the milk is all the way in
the back of the store. On your way back, you pass by some cookies, bread and yogurt, and they're all on sale. Of course you can't resist purchasing
them. It's a great deal. One item always turns into five.
Scenario number three is you're at the mall shopping in World Foot Locker for some new basketball shoes. Near the pair of sneakers you like is aposter
of Michael Jordan wearing the same pair you were just looking at. You think to yourself, "Michael Jordan is wearing them, he's famous and a great
basketball player. If I wear them, I'll be great too." Another way to sucker you into the sale. Or you're driving home from work around rush hour
/dinner time, and what's on the billboard, but an advertisement for Mc Donald's with a juicy looking hamburger. And it's only a mile down the road.
Why
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8. Controversial Advertising Essay examples
Introduction
Advertising texts and images seem to be the most visible and ubiquitous icons of consumer society. The Advertising industry indeed has simultaneously
become one of the most powerful and apparently most uncritical institutions of today as well as this, people seemingly have accepted billboard
advertising as an usual part of their environment. Nevertheless there sometimes develop certain advertising campaigns undergoing general ideas about
what ads are supposed to show and they hence provoke controversial public debates. So called controversial advertising has often been claimed to
somehow subvert conventional advertising's practice by the audiences, justice, advertisers, companies, advertising industry's self regulating...show more
content...
(Compare Vogel 1997) Subversion in that case characterises an aesthetic act of infiltration, that indeed redefines certain subsystem–conventions, but
that nor threatens the subsystem's existence neither really concerns the entire order of society.
In order to answer the question, how far advertising can be subversive, I therefore suggest to differentiate two notions of subversion. Referring to
Vogel, I assume subversion as a mainly aesthetic presumption on its low–level. Considering the notion's political connotation, even on this stage the
aesthetic redevelopment at least has in any way to be able to reflect the own subsystem. Otherwise it only can be regarded as system's extension. As
high–grade subversion I suggest to assume the recruitment of a subsystem in order to entirely destroy it. In its most extensive perspective that second
meaning includes revolutionary subversion as the intentional destruction of the entire society.
Since nobody would seriously claim the advertising–industry's contemporary intention was to destroy capitalist society, the second definition of
subversion can be neglected, in order to investigate, how far controversial advertising campaigns contain subversive potentials. It is hence necessary to
analyse if and how controversial advertising manage to reflect the subsystem of advertising by challenging its rules and aesthetic conceptions.
Commodifying or
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9. Advertising Essay
Advertising There are millions of people in the world, all of whom are potential car buyers in the car companies eyes, resulting in highly
competitive advertising. These companies need to appeal to all groups of people, so for certain people, they will advertise a certain car. For another
car they have created, they will appeal to another target audience. The most common target audiences are students, business men, women, families,
elderly and environmentalists. All of these people are going to buy cars so they need cars which are going to appeal to them. Both male and female
car adverts are shown at particular times in the day. For example. There are...show more content...
The car should also be seen to make the man in the advert macho, and to look successful. This is because most men want to be seen as masculine
with charisma. All of these issues are considered whilst portraying a man in a car advertisement. Women on the other hand are seen to be more
intelligent and sophisticated in car adverts. For women though, they also want to be seen as sexy and attractive somehow like the men. For both
sexes its about looking and feeling the best you can and if the person in the advert looks great; feels great; why can't you? Although there are
definite trends in the way men and women are portrayed in car advertisements there are also differences with different cars. In my study to find out
whether companies are more successful in reaching women or men, I have gathered a collection of print and T.V ads in which I can analyse to do
this. In a Renault Laguna advert I have looked at, a man is seen cruising down a hill, weaving through the roads from a picturesque villa at the top,
making it seem effortless in the mean time. Whilst he is doing this there is an insight to the car where the man is going through all the accessories
inside. In this advert the man looks in control, very sophisticated and at the same time extremely stylish. This advert will appeal to a more
self–conscious and judgemental man, but a man with a bit of money too. This advert
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10. Persuasive Advertising
As stated in this statement marketing is often understood to make people buy things that they don't need, want and can't afford. Marketing does take
a big part in why people buy things, but the one thing that it doesn't do is force people to buy a product. In fact, it is illegal for salespeople to
mislead people into buying a product or service. I am going to focus on the advertising in marketing as the amount a product is advertised in the media
is going to drive and individual to make a purchase.
What one person needs, another person doesn't, but if a person needs a certain product they are going to buy it whatever the cost or how much it is
advertised. It is unfair to say marketing is all to blame, the individual's personality and...show more content...
On the other hand sales promotions can save consumer a lot of money if they buy products in bulk whilst the product is on promotion such as offers
like 3 bottles of wine for ВЈ10 with a long life.
Shock appeal is often used in the hair and beauty industry to advertise their new product on the market. These companies portray how nice a
product looks on a model when in fact the products won't look the same on most consumers. Companies advertise their product as the best on the
market, showing how good it looks on a glamorous model used. One thing the company doesn't advertise, for example when a company is
advertising mascara is that the model will be wearing false eyelash inserts thus making the public buy the mascara thinking their natural eyelashes
will look as fabulous by using this product. Big brands use celebrities to promote their products which will see an increase in sales through people
buying the product following their celebrity idol. This could be seen as unethical as it's making the public buy a product they don't necessarily need
but think it must be good if a certain celebrity is using the product. L'Oreal uses shock appeal and celebrity endorsement to maximise their sales.
Cheryl Cole a very popular celebrity was used in a television advert and actually appeared on the can of volumising hairspray. Aimed
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11. Essay on Tobacco Advertising
Introduction
To say that tobacco advertising stimulates tobacco sales may seem a simple and moderate statement. In reality, tobacco control activists often meet
serious opposition in defending this fact. Achieving the restriction or banning of tobacco advertising is one of the fiercest battles to face. Tobacco
lobbyists usually assert that advertising does not increase the overall quantity of tobacco sold. Rather, the tobacco industry maintains that advertising
merely enhances the market share of a particular brand, without recruiting new smokers.
These arguments are not always easy to counter. This Factsheet gives health advocates the arguments and research data needed to face well–prepared
tobacco lobbyists in public debate. The data...show more content...
A recent meta–analysis of 48 econometric studies found that tobacco advertising significantly increased tobacco sales ([2]). Recent reviews by the
United States Institute of Medicine ([3]), the United States Department of Health and Human Services ([4]) and the World Health Organisation ([5])
reached the same conclusion.
Research within a country before and after an ad ban
These studies compare tobacco consumption before and after a complete ban on advertising, controlling for other factors. Although such studies may be
complicated by inadequate of data collection or poor implementation of the ban, they have yielded convincing data that a complete ban on advertising
makes an important contribution towards reducing smoking prevalence.
Selected studies are summarised in the table below.
Country, year Description of anti–tobacco measures Effect
Norway, 1975
Complete ban on advertising and sponsoring, coupled with health warnings, public information and age limits on sales
Long–term reduction of smoking prevalence by 9% ([6], [7])
Finland, 1977
Complete ad ban, no smoking in public buildings, age limit on sales, strong public information campaigns

12. Reduction of cigarette consumption of 6.7% (6)
Canada, 1989
Complete ban on advertising and sponsoring, with higher tobacco prices
Corrected for price increases, a long–term reduction of smoking
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