The companies show advertisements of their products to influence consumers towards a brand. Consumer perception of a brand can be in positive or in negative that depends upon the type of advertising appeal used. Most companies choose an emotional appeal in their ad to aim the emotional aspects of consumers like some occasions, family lifestyle, relationships, social gathering etc. Advertisements agencies are more mature and responsible towards society. They now create quality and practical ads and that shows the brand maturity and status.
Advertising is the fastest and most efficient way to communicate to the customers. Advertisement helps inform the consumers of the brand new products on the markets and reminds buyers of the existing and updated products. Therefore, the presence of advertising in today’s world has made a huge transition over the years. Today’s marketplace is really crowded and the competition for similar commodities in this crowded marketplace has been a tough one. It is vital for the companies to make eye-catching adverts to be able to compete with others, expand the market, increase the sales and enhance the goodwill.
1 INTRODUCTION TO ADVERTISING Advertising messages were delivered across different media television, print, radio, Web and outdoor displays. Recently advertisements are delivered through smart mobiles, tablets, ATMs, and screen displays are made available in airports check in terminals, retail check out machines, information kiosks in stores and malls. Advertising is any kind of non personal presentation and promotion of a product by an identified sponsor using the mass media that is intended to inform, motivate and persuade the target audience. Advertising is the most important element in promotion mix it can create a distinct brand identity, motivate the customer and boost sales. Advertising must create a bond, positive attitude, build
Advertising is a means of mass communication methods that provides information about a specific product or service to convince a targeted audience. Advertisements are persuasion techniques that help in introducing new products in order to increase the product consumption. Also, commercials help in educating people around a particular service or product, which widens their knowledge and helps them embrace new life habits. Advertisements are crucial for both merchants and buyers, but they are more important for sellers than buyers, since sellers need to push up their product consumption, which is quite achievable by item promotion. At the beginning of the twentieth century, the father of modern advertising, Albert Lasker described advertisements
In this day and age advertisements are of great significance. It is the essential of any product or service. Advertisements can translate the idea or product or service into success by allowing the maximum number of consumers to get a chance to know about the product, in short it is one of the best modern methods to create awareness and thereby need. Advertising, when done properly is a safe bet when to appeal to a large chunk of the target audience in one go. Advertising can be done through different modes.
Flashy pictures, bright colors, and bold messages all work together to create the eye-catching advertisements that companies use in order to lure customers to buy their products. In this day and age, ads surround Americans almost everywhere they go. Because companies want to persuade people as effectively as they can to buy their products, they continually look for new ways to advertise their goods. Over the years, advertisers have learned that children hold a strong sway over the spending of their parents’ money. In Made You Look, a book about how advertisements work, the author, Shari Graydon, mentions, “Some marketers estimate that kids have a say in close to $300 billion worth of their parents’ spending” (18).
Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of a “brand image". • It is directed towards increasing the sales of business. • Advertising is a paid form of publicity • It is non-personal. They are directed at a mass audience and nor at the individual as is in the case of personal selling. • Advertisement are identifiable with their sponsor of originator which is not always the case with publicity or propaganda The purpose of advertising is nothing but to sell something -a product, a service or an idea.
Advertising isn’t journalism, education, or entertainment—although it often performs the tasks of all three. To go back to Albert Lasker’s original definition, advertising is salesmanship in print (or in today’s parlance, in the paid space and time of mass media). As a means of communication, advertising shares certain traits of journalism, education, and entertainment, but it shouldn’t be judged by those standards. Sponsors advertise because they hope it will help them sell some product, service, or idea Depending on the type of product, marketers need to either educate or remind consumers about product benefits and features. Traditionally, companies with established product lines need to have a promotional message that reminds consumers about why they should buy or continue to buy certain
Advertising is a goal oriented field that aims at delivering the wanted message to the seeked or wanted audience at the right time. It tries to turn an idea into a message using creativity, as well as, other characteristics such as: relevance, originality, and impact (Wills, Burnett & Moriarity as cited in Baig, 2013). According to Goddard (as cited in Baig, 2013), the word “advertisement” has a Latin root which is the word “advertere”, meaning “to turn towards” or “to change”. The advertising industry started in the 1950s, but did not use subtle strategies at that time. Advertisements try to amuse, inform, misinform, worry or warn people sometimes instead of always trying to persuade them to buy a certain product.
Soft drinks have been part of the lifestyle of the people and everyone prefers a particular brand. Companies use advertisements to attract its target audience. Advertisements play a major role and positive effect on consumer’s buying behavior. According to Vivekananthan (2010): There are numerous advertisements in medias; television, radio, newspapers and magazines but, the important question for a marketer is “do all these advertisements positively influence the consumers’ brand preference?” If [an] advertisement [does] not create any positive change in [the] consumers’ brand preference, all the resources such as money, time[,] and efforts spent on advertisement will go in vain…. Companies must first understand the buying behavior pattern