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.
It cannot be denied that advertising does not only sure the employees and stakeholders that the company is performing well. Advertising is also important to the consumers because people when they buy, weigh the cost and benefit of the product they are about to use. Furthermore, it increases the consumers’ awareness whether the product is available in the market or not. It is already expected that if a product is not advertised, it will not become popular to the consumers, and consumers will not buy a product if they have not heard not tiny information about it. It is through advertising that consumers are able to choose the product for them and their
Television advertisements have more access to larger number of people, the sound and moving images, the emotions create more attention. Erik Modig-This artide indicates a new perspective on advertising creativity and links it to the literature about artistry in advertising design. It shows that perceptions of creativity explain the positive effects on brand valuation found when images of art works are added to an advertisement. This research extends the understanding of how the level of artistry in advertising imagery influence brand evaluation by showing that perceptions of advertising creativity are a mediator of the effects. Brett.A.S.Martin (2002) study states the impact of infomercial advertisement design elements, such as the use of consumer testimonials or expert comments and consumer characteristics.
with other marketing variables to have a certain effect on the dependent variable, i.e. sales. The aim is to seek the best combination of the determinants of the sales increase. The effect of communication refers to the ability to reach, with appropriate messages, a more significant share of public. Such effect is examined in literature with different approaches: • sociological; • semiotic; • psychological; • socio-psychological.
Belch and Michael A. Belch states that “If advertising critics really believe that persuasive advertising should not be permitted, they are actually proposing that no advertising be allowed, since the purpose of advertising is to persuade” (778) The impact of advertising can be seen from two different points of views. One from critic’s point of view and other is the marketers point. The critics are of the view that the advertisers are very power full and they can influence people into buying goods that they don’t require. Critics say that the marketers don’t follow the basic Maslow theory of needs. They induce the consumers to buy products that are not even on there needs list or surpass the basic needs.
Rafael: I have to give my opponent some credit here, but I think the positive effects of ads do outweigh the negative effects. Nobody is forced to buy a product. When someone does, that is just an individual consumer’s decision. Finally, let us not forget that in spite of all the controversial techniques, ads also play an important role in shaping our
There are positive and negative social and individual effects of advertising. One positive social effect is the impact of materialism on economic growth. Most noticeable of the negative effects is the effect on the environment and the diminished overall sense of wellbeing. This in turn impacts families as a whole and filters into the psyche and behaviour of developing teenagers. (Garrett, D. E. 2010), Research the debate as to whether consumers are disadvantaged or vulnerable based on demographics, income or age and education.
Although advertising helps us to become aware of the product on the market, they have their negative effects as well. Children are now exposed to all kinds of advertisements in various media such as television, print media and the internet as well. In fact, everyone is bombarded by ads everywhere today. Children are generally more susceptible and get easily influenced by advertising. Defenseless children Children are innocent and not so mature.
• The salesman can weigh the effectiveness of advertising when he makes direct contact with the consumers. Benefits to Community or Society • Advertising, in general, is educative in nature. In the words of the late President Roosevelt of the U.S.A., “Advertising brings to the greatest number of people actual knowledge concerning useful things: it is essentially a form of education and the progress of civilization depends on education.” • Advertising leads to a large-scale production creating more employment opportunities to the public in various jobs directly or indirectly. • It initiates a process of creating more wants and their satisfaction higher standard of living. For example, advertising has made more popular and universal the uses of such inventions as the automobiles, radios, and various household appliances.