• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

How Does Advertising Work

Extracts from this document...


How Does Advertising Work? INTRODUCTION Definition * The original definition of advertising was "to draw attention to something" or to notify or inform someone of something (Branston 1996). * A modern definition is the publication (in various forms) of facts or opinions concerning goods or services, to awaken the public's interest and persuade them to purchase. * Advertising is now big business - an industry with extraordinary cultural and economic impact. * This is funded through the cost of the goods that consumers buy. * Advertising is now the media form most often encountered, and is perhaps the most powerful and pervasive form of propaganda in history. * It is found in various forms including on billboards, websites, "junk mail", and commercially funds most television, newspapers and magazines. * Advertising has the power to create brand awareness and loyalty as well as stimulating demand. Advertising is not a science * It is important to realise that advertising is not a science. * An individual will interpret an advertisement using their own social networks, their own backgrounds and their own motivations. * The way an advertisement is interpreted cannot be controlled or monitored by an advertiser, therefore it is important to realise that they do not contain a single meaning for all audience members. * Advertising is much more effective when an advertiser understands their audience's background and social networks as well as their ability to select media and advertisements that appear in those media. ...read more.


Examination of the Selected Brand * Before the actual purchase, consumers will, to a certain extent, examine several aspects with respect to the purchase of the selected brand. Purchase / Post-purchase * Finally, a consumer's evaluation of the purchased product is the most important basis for future purchases by the consumer. * After the evaluation, consumers decide to continuously purchase the same brand or to find other brands. How Advertising Works * Advertising works in a multidimensional environment, so advertising research in the academic field is made up of an integration of various fields of study including sociology, marketing and psychology. * Under the assumption that advertising must consciously or unconsciously have some mental effect on consumer behaviour a number of perspectives can be examined. Cognitive Perspectives * The "thinking" dimension of a consumer's response is analysed in cognitive perspectives. * These are used to examine the rational, informational aspect of advertising that is designed to affect the mind and to create a response based on logic. * Cognitive perspectives examine the process of advertising as information transfer. * Consumers' behaviour is formed and influenced as information is gained on the advertised product. * In this way advertising provides information in helping consumers' decisions due to the fact that the average consumer has neither the money, time or patience to evaluate all the brands in a product category. ...read more.


* It has been found that an increase in the advertising expenditure for a new product produces a higher increase in sales than for an established product. * Also, there are increasing returns to continued advertisement over time, but soon an inflection point occurs and diminishing returns set in. * It should be noted that although an audience is exposed to a certain media vehicle (e.g. a newspaper), it does not guarantee that the audience is also exposed to a certain advertisement that is delivered by the media vehicle at that time. * Exposure to the advertisement message is needed for the advertisement to have a direct impact on consumption behaviour. Integrative Perspectives * Integrative perspectives consider the concept of a hierarchy of effects between the cognitive (awareness, comprehension, knowledge), affective (evaluation, liking, preference), and behavioural (action tendencies such as intentions, trial, purchase) components. * Depending on the context in which the advertising operates, different hierarchies of the cognitive, affective, and behavioural components are assumed. * Mediating factors such as motivation and the ability to process information can alter (slightly or radically) the response to advertising or the hierarchy of effects. * During the process of consumer decision making effects happen according to a certain sequence. * The earlier effects are necessary preconditions and therefore considered more important. * The category of product and the level of involvement may also determine the order of effects as well as a hierarchy. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    take one and also see one for themselves as to how suitable it really is. I will also give out smaller versions of the cans out to consumers for them to test out how convenient it really is. By looking at research a person standing at a entrance explaining a product can be rather successful.

  2. Boots: Functional Areas.

    The advertisements that advertise three for two offers are targeted at people who want to save money on their purchases or people who want to buy the product advertised, in this case the two products are Boots' own brand of facial care and Trevor Sorbie gel.

  1. Essay in favour of advertising.

    Businesses do well out of advertising. If a business has a product or service which is of better value than that of other companies then they should advertise it. If they did, customers would think that the business was the best value for money, even if only the advertised product was of better value.

  2. The Coca Cola company - You need to consider the current market, find a ...

    market strategy for my new drink in order to appeal to the public and to either break even or gain a profit. I wish to create a Cash Cow (Boston Matrix) in the long-term market but create a Star (Boston Matrix)

  1. The principles of marketing.

    By using technology to produce my product I will be saving a lot of time and money and will be producing my product a lot of quicker for consumers to purchase. I will also be able to produce my product to the highest and best quality as by using technology quality is checked and is often reliable.

  2. This essay concerns a semiotic analysis of advertisements whose similarity is based on the ...

    This is simple information, and in Barthes teens it is a 'message without a code.' However, as was discussed, this code is given connotative meaning, its 'plane of expression' (Barthes) through specific signifiers, all of which have a strong relationship with the cultural context of the advert, and the cultural context of the western male.

  1. Influences and effects of advertising on children's health and psychology: Body Image and Diet.

    Anorexia nervosa and bulimia nervosa are the most familiar eating disorders which are on a whole recognized by healthcare professionals. Collectively, they affect an estimated 5-7% of females during their lifetimes. Cultural factors are one of the main causes of eating disorders In Westernized countries characterized by competitive striving for

  2. Free essay

    Tetley Evaluation

    The house owner comes into the house and sees that the burglar is sitting in her kitchen drinking a cup of Tetley Tea. The theme of the advert would have a Mission Impossible feel to the advert along side the mission impossible classic theme song.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work