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A general report on advertising, but uses Skoda as an example of some of the advertising principles and advertising campaigns.

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Introduction

Thank you for appointing me the role of a junior Account Executive. I have conducted extensive research in the world of advertising. This report is a general report on advertising, but uses Skoda as an example of some of the advertising principles and advertising campaigns. DEFINITION Advertising is 'making it publicly known than an individual or an organization has benefits, usually products and services, it wishes to offer to an identified target audience in return for some other benefit, usually money'. In some markets, consumer demand is so intense, the product is able to meet that demand that no planned communication between producer and consumer is necessary. These products are said to be able to sell themselves. For most products this is not the case. The presence of a product needs to be advertised to the population of its target market. Advertising is a process of communication designed to stimulate purchase of a given product or brand. In pursuit of this aim there are two basic advertising functions: 1. TO INFORM consumers of the products existence, availability, purpose, features, specification and price. 2. TO PERSUADE consumers by intentionally creating a need or desire to purchase and consume the product. 'Information' is the dominant factor when the product is innovative and the consumer is unaware of its qualities and availability. It also has a role in convincing consumers that a product is superior to its competitors. ...read more.

Middle

> CONCEPTION, the person becomes aware that they have a message to communicate and establishes the outline of its content. > ENCODING, the message is translated into words, symbols, diagrams or images. > TRANSMISSION, a medium is selected and the encoded message is directed towards the receiver. Distortion is liable to arise from two sources: failings in the cat of transmission, or external barriers between the transmitter and the receiver. > FILTERS, the human brain acts as a filter on incoming messages, many of which are rejected or highly colored by beliefs or emotional needs. > RECEPTION, to prompt any response, the message must be understood and processed by the receiver. > FEEDBACK, communication is made two-way when a response to the message is sent back to the transmitter. Much research has taken place to gain an understanding of how advertising acts on the consumer. Two well known models can be seen below: The AIDA model (Unawareness) Awareness Interest Desire Action Advertising cannot act alone to move the customer from unawareness through to purchasing the product. Other activities such as sales promotion, PR and personal selling will be involved. The DAGMAR model Defining Advertising Goals for Measuring Advertising Results Both models stress the need to achieve awareness of he product, to generate a belief in its desirability and to trigger the action to purchase. Thus advertising is a process of communication designed to stimulate purchase of a given product or brand. ...read more.

Conclusion

Holders of computerized data e.g. mailing lists used for direct mail have to register with the Data Protection Register. They have to say how data is obtained, what information is given to other data providers, when it is collected and how the data may be used and I the data user wishes to pass on a list to another company, the customer has to be given the opportunity to refuse to let this happen. A higher level of interaction between the advertiser and the receiver is now available with Internet and interactive TV. With new media, there is a very short time that expires between message receipt and response, whereas with past media it is fairly long. There is a wider variety of media available and is on the rise. Niche markets with a select audience can be targeted in advertising which one may not have been able to do in the past. CONCLUSION In conclusion of this report, I have found that Skoda have invested great amounts of time and money in advertising and promoting its image. Skoda have been successful in changing their image to one that will make the consumer take notice and most importantly, purchase their products. I believe that they will be able to have continued success in the near future. I also believe that their advertising strategy is going to change in the next few years as the public come to terms with the change of Skodas image. Skoda will not have to use this in their advertising as they will gain customers on their quality of their product and not their reputation from past to present. ...read more.

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