Literature Review: Definition Of Advertisement

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Chapter 2: Literature Review

The literature review section would provide a basic definition of advertisement and define the context of advertisement and its influences based existing secondary sources. Literature review would be divided into several sub-sections.

2.1 Definition of Advertisement

As known for quite a long time, advertisement is one of the primary techniques in showcasing either an item or service. It can be characterized as "An Advert that does not make a purchasing reaction, or at any rate deliver a longing to need to know more is not an advert" (Kadir, 2013 and Repository, 2004). Karlsson (2007) defined advertising as the process of reaching the target audience, either via paid or non-paid methods with the utilization of
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The IBM report indicates progressively engaged buyers, more confident promoters and steadily advancing innovations are reclassifying how promoting and advertising is sold, made, expended and followed. Conventional advertising companies are in great danger as real income decreases as many companies move quickly to new, intuitive, and creative aspects, which are likely to grow several times faster than the traditional advertising at that time. To make due in this new reality, supporters must change their mass crowd brain set to indulge on the niche consumers. The sellers need to convey their advertising messages that are focused on particular consumer segment, intuitive promoting for a scope of media gadgets. Advertising experts must investigate innovatively in order to get the right form of advertising that would be able to effectively target the consumers that are present. All players must adjust to a world where advertising methods are constantly being developed. This essay would discuss the issues associated with why traditional advertising is coming to an end followed by understanding the new age of…show more content…
Advertising promotes all types of products including goods; service, ideas and everything that advertiser want to communicate to the potential customers. Advertising, as a key component of promotion, is one of the most visible elements of an integrated marketing communications program (Heartline, 2008). Moreover, it is a useful communication tool intending to influence and persuade people’s affect and cognitions, feelings, knowledge, meaning, beliefs, attitudes and evaluation with the products or brands. Researches have suggested that advertising can be cost effective way to broadcast message to reach number of people whether to build brand awareness or to educate people. Advertising present opportunities to reach huge audiences with a simple message that allow receivers to understand the product. Indeed, the main function of advertising is to communicate with specific audiences by these audiences could be consumer or organization based with the prime objective is to build or maintain awareness of a product or an organisation (Fill, 2005). Thus, it has been used by many of organizations as their primary marketing communications tool in order to persuade consumers to choose their product instead of others (Baines et al, 2008). Furthermore, advertising also characterized as image management by creating and marinating

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