ipl-logo

Function Of Advertising Essay

886 Words4 Pages

Moriarty, Mitchell et.al (2003) Advertising is paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the near future.
Lavidge and Steiner (1961) have emphasized that advertising has three main functions namely- creating awareness about the product, develop positive attitude towards brand, and result in action in form of purchase.
2.2 What does advertising do for the brand?
• Lamb, Hair & McDaniel (2009) have highlighted that advertising has an information effect, whereby the consumer gets information about various products and services. They also talk about the transformational effect of advertisements, where the consumer’s unfavourable attitude can be transformed in to a favourable attitude.
• Sutherland (2008) …show more content…

They even found the ad message as relevant, which affected their purchase decision. 2. 3 How much is spent on advertising?
Suparna and Jyoti (2009) in a study have tried to study the growth and trend of sales and advertisement expenses for selected 137 companies of India. They attempted to evaluate the effectiveness of advertisement expenses on sales. Their findings show that non-manufacturing companies spend less on advertising. They have also opined that the extent of ad spends that companies need to incur depends on the nature and size of industry.

Indian ad spends will increase by 8.7 % year-on-year in 2014, according to WARC – a Global marketing intelligence service provider. (Economic Times, December 16, 2013).
 According to Sam Balsara (Chairman and MD, Madison World) India is the 12th largest advertising market in the world and the fourth fastest growing market on advertising grounds.
 Total advertising expenditure (AdEx) across the media sector stood at Rs 327.4 billion (US$ 5.28 billion) in 2012. ( Source:

Show More
Related

  • A Million Dollar Commercial Essay

    799 Words  | 4 Pages

    Super Bowl LII: A Million Dollar Advertisement Upon the first Sunday of February each year, the two remaining football teams in the NFL come together to compete and continue a national holiday that dates back to 1967. In that inaugural year, it cost approximately $40,000 to occupy a slot of time on the television screens of 50 million people around the country. 51 years later, in 2018, that price has been heightened to between 5 and 5.5 million dollars, now attracting nearly 100 million viewers each year.

    Read More

  • Mkt 421 Week 4 Individual Differences In Advertising

    401 Words  | 2 Pages

    Arzanagh and Danaei, (2013) confirmed that there is a considerable relationship among the advertisements and consumer’s attention, interest, desire, and action when the significance level is controlled to one percent. Arzanagh and Danaei , (2013) also found out a specific correlation between the four different factors of attention, interest, desire and action (Arzanagh & Danaei, 2013) Arzanagh and Danaei, (2013) observed that advertisements on TV has the upper hand in all other advertising methods on getting attention of the consumer, billboard advertising have the second place and lastly comes paper advertisement (magazine and newspaper) which is the least effective method to for gaining attention of the customer (Arzanagh & Danaei, 2013). Arzanagh and Danaei, (2013) surveyed that for attracting buyers’

    Read More

  • A Rhetorical Analysis Of GEICO Insurance In The US

    977 Words  | 4 Pages

    Advertising is defined as “any form of paid communication by an identified sponsor aimed to inform and/or persuade target audiences about an organization, product, service, or idea". By strategically selecting the advertising channels, the company strives to reach the target market

    Read More

  • Advertising's Fifteen Basic Appeals Summary

    1890 Words  | 8 Pages

    Advertising has been around for decades and has been the center point for buyers by different subjects peaking different audience’s interests. Advertisers make attempts to strengthen the implied and unequivocal messages in trying to manipulate consumers’ decisions. Jib Fowles wrote an article called “Advertising’s Fifteen Basic Appeals,” explaining where he got his ideas about the appeals, from studying interviews by Henry A. Murray. Fowles gives details and examples on how each appeal is used and how advertisements can “form people’s deep-lying desires, and picturing states of being that individuals privately yearn for” (552). The minds of human beings can be influenced by many basic needs for example, the need for sex, affiliation, nurture,

    Read More

  • Budweiser Rhetorical Analysis

    707 Words  | 3 Pages

    advertisement can be evaluated by examining its ability to reach an intended audience, its impact on consumer beliefs, and its effectiveness in promoting consumer action. AC Micu and JT Plummer (2010) analyzed the success of the Wassup?! ad campaign in their article in the Journal of Advertising Research. They found that the humorous nature of the ad and its endorsement of a certain lifestyle appealed to a young, affluent audience, who felt that they could relate to the characters in the ad. Furthermore, the advertisement was effective in influencing consumer beliefs, namely by creating a positive association between Budweiser beer and the lifestyle being portrayed.

    Read More

  • Explain How Does Advertising Mirrors Society

    1126 Words  | 5 Pages

    Its aim is to delivering some value to the customers so they purchase or sell goods and/or services. Advertising, however is one of many tools used in marketing to reach and inform consumers. Of the four P’s in the marketing mix, advertising falls under ‘promotion’. Some other marketing tools are public relations, sales promotions, directing marketing and personal selling. There are various types of advertisements, among them political, public service, retail and directory.

    Read More

  • How Does John Lewis Use Advertising Methods

    517 Words  | 3 Pages

    Advertising- Advertising is a paid method of promoting ideas, goods or services by companies and businesses. Advertisement involves the business to communicate a message to their target audience, who they are targeting their product or service to, therefore to encourage them to purchase the product or service. Coca- Cola uses advertisement to promote their products and they use many different forms of advertisements.

    Read More

  • Essay On Targeted Advertising

    1377 Words  | 6 Pages

    Targeted Advertising: Helpful or Hurtful? Technology has challenged the rules of privacy, and people are questioning if privacy is a necessity anymore. Technology, specifically apple products such as iPhones, is a need in many people’s lives, and they cannot imagine not being able to check their phones for the weather or to ask Siri to find the closest restaurant. Unfortunately, people do not realize companies use technology for targeted advertising, which is an invasion of privacy. An invasion of privacy is when people’s private information is used to influence them and is given to other people or companies unknowingly.

    Read More

  • Essay On Gender Roles In Advertising

    1065 Words  | 5 Pages

    GENDER & ITS ROLE IN ADVERTISING Nowadays, in society, the role of male and female have changed dramatically, as opposed to the prominent roles in history. Today women are changing to break out of the mold that which our society has placed her in. This is cannot be when it comes to role representation in the different advertisements. Nowadays different organization from medium to large are spending millions of dollars on developing their marketing strategies. They spent countless hours to study their target audience to study them so that they can attract them a better way to their competitors.

    Read More

  • Portrayal Of Women In Advertising Essay

    1640 Words  | 7 Pages

    Introduction: The oxford dictionary defines advertising as publicize (goods to promote sales, or a vacancy, to encourage applications). Advertising is a very well known and significant part of the marketing world for any business. Advertising makes millions

    Read More

  • Impact Of Advertising On Consumer Buying Behaviour

    1306 Words  | 6 Pages

    (Niazi et al 2012) A survey was conducted on effective advertisement and how it impacts consumers buying behaviour. This brought an outcome that advertising is one of the most effective tool to attract consumers positively towards the product. When a consumer gets emotionally attracted towards the product, he tries his best be use and try the product at least once. When the purchasing power of a consumer changes, it affects the purchasing level too side by side.

    Read More

  • Literature Review Of Advertising

    974 Words  | 4 Pages

    Literature review Advertising has become a form of communication and a great source for promoting services and products for any business in the whole market because of its broader impact. The main idea of an advertisement is to get the attention of the consumers, build up the product’s strong image in their mind and provide information to help the consumer to make a purchase decision. So, the central focus in today’s diverse global marketplace is the consumer. Companies exert a lot of effort to find out the best ingredients that should be in an effective advertising and identifying its influence on the consumer’s mind, so effective advertising should be considered as one of the most important tools that strongly affect and can change the consumer’s buying behavior. The research attempts to investigate the impact of effective advertising on the consumer’s buying behavior.

    Read More

  • Advantages Of Marketing Communication Mix

    3247 Words  | 13 Pages

    2. Introduction Defining an effective Marketing Communication Plan and Communication Mix through a well researched strategy will not only help to reach out to potential customers, but it will also help to adapt and respond to the ever changing marketing environment. This report starts by examining the various promotional tools used by marketers in the marketing of their products and services, including the advantages and disadvantages of the tools. The report goes on to examine the meaning of Integrated Marketing Communication (“IMC”) and the importance of measuring the effectiveness of the Promotional Campaign.

    Read More

  • Essay On Misleading Advertising

    979 Words  | 4 Pages

    Introduction “The term ‘misleading advertisements, is an unlawful action taken by an advertiser, producer, dealer or manufacturer of a specific good or service to erroneously promote their product. Misleading advertising targets to convince customers into buying a product through the conveyance of deceiving or misleading articulations and statements. Misleading advertising is regarded as illegal in the United States and many other countries because the customer is given the indisputable and natural right to be aware and know of what product or service they are buying. As an outcome of this privilege, the consumer base is honored ‘truth in labeling’, which is an exact and reasonable conveyance of essential data to a forthcoming customer.”

    Read More

  • Swot Analysis Of Pennic

    1554 Words  | 7 Pages

    A creative advertising can lead to more memorable, longer lasting, works with less media spending, and builds a community faster. Lack of creative advertising, Pensonic Holdings Berhad is hard to inspiring people to buy their products. Ads that simply catalogue product attributes or benefits were not enough to attract the customer attention and positive attitudes about the products being marketed cannot lead to the customers (Werner & Peter, 2013). Effective advertisements are advertisements that help the advertiser to reach its goals (Doyle & Saunders, 1990). Other than that, According to most studies in different countries, revealed that TV has the biggest effects on audiences and persuade them to start purchasing processes.

    Read More

More about Function Of Advertising Essay

Open Document