Essay on How Does Advertising Work - 2588 Words

How Does Advertising Work? INTRODUCTION ------------ Definition  · The original definition of advertising was â€Å"to draw attention to something† or to notify or inform someone of something (Branston 1996).  · A modern definition is the publication (in various forms) of facts or opinions concerning goods or services, to awaken the public’s interest and persuade them to purchase.  · Advertising is now big business – an industry with extraordinary cultural and economic impact.  · This is funded through the cost of the goods that consumers buy.  · Advertising is now the media form most often encountered, and is perhaps the most powerful and pervasive form of propaganda in history.  · It is found in†¦show more content†¦Ã‚ · We can now examine what advertising actually does in greater detail. Advertising Communicates  · Firstly, advertising communicates.  · All advertisements attempt to â€Å"say† something to the consumer about the product or service which is being advertised.  · The advertiser hopes to positively influence our thinking in favour of their brand by presenting a message in their advertising.  · Advertisers hope that when the time has come for consumers to consider buying a product or service of that type, that the message contained in the advertising will influence us to look favourably upon that particular product, over others which may be available. Advertising is part of a wider Marketing Process  · However, advertising on its own doesn’t usually have the power to completely influence our decision to buy something.  · Advertising is used as part of a wider marketing process where other factors such as price and availability also exert an important influence.  · Therefore advertising has to work alongside the other aspects of marketing in an integrated fashion to communicate effectively with the consumer. Advertising Sells  · As already mentioned, the ultimate aim of advertising is to increase sales.  · It is expensive to develop an advertising campaign, soShow MoreRelatedThe Influence of Television Advertising on Consumer Choices841 Words   |  3 Pages Since television advertising has become popular there has been a big dispute about how it impacts on consumers choices. An advertising is used to alert and boost a particular product or service to certain consumers. 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