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

Describe a range of covert advertising techniques. Why do advertisers use these techniques to promote goods and services? When a company decides to sell a product, it will often use advertising to do so

Extracts from this document...

Introduction

Leon Farr Covert Advertising Describe a range of covert advertising techniques. Why do advertisers use these techniques to promote goods and services? When a company decides to sell a product, it will often use advertising to do so. There are two main branches of advertising; these are known as overt, and covert advertising. Covert advertising refers to all forms of advertising that are not clearly intentioned. Whilst overt advertising previously dominated in terms of advertising a product, many companies are now using covert techniques in order to promote goods and services. There are several different methods that allow companies to advertise covertly. One method of covert advertising is sponsorship. Sponsorship allows a company to develop a positive association for their product. Companies will usually provide funds for an event/sport or broadcast in exchange for their product to be mentioned. Sponsorship is used by advertisers for a variety of reasons. Firstly, sponsorship (particularly sustained sponsorship of large annual events, or regular broadcasts) allows a company to become synonymous with the event or program it has sponsored. (e.g. the Flora London Marathon, Embassy Snooker World Championships) This familiarity can become the cornerstone of a company's success. On the other hand, lesser known companies may fail to build a profile for themselves more developed than a consumers' recollection of their name. ...read more.

Middle

Even if we do notice the product, are we really inclined to purchase it on the basis of its involvement in a fictional production? Maybe not, but the recent boom in this form of advertising is not without reason, and supports the rather disturbing belief that product placement has an influential effect on our subconscious minds. Endorsements are another form of covert advertising that (in contrast to those previously discussed) does not involve any money changing hands. Endorsement involves celebrities and other high profile people receiving goods and services free of charge in return for their use in public. With today's celebrity obsessed culture it seems only likely that advertisers should attempt to harness the persuasive power that celebrities hold in society. After David Beckham sported a Mohican hair-cut in 2002, demand for the style rocketed amongst the nation's youth. This gives an indication as to the influence celebrities have on the public. However, companies wishing to use endorsements must carefully consider their choice of celebrity, and whether their images are compatible-Mike Tyson would be of little use to Ann Summers range of clothing (it's very unlikely he'd agree to it anyway!) A vast amount of the media is devoted to celebrity, and recent advances in technology have made endorsements an even more enticing prospect for companies. ...read more.

Conclusion

Both companies will usually have a similar target audience so as to prevent a potentially damaging conflict of audiences. Tie-ins are usually aimed at children, who by their nature are easily persuaded. A child may see their favourite cartoon character on a bottle of shampoo and use pester power to obtain that brand. Tie-ins are becoming more and more common, and provide a rare example of companies working together in the harsh and often fiercely competitive world of advertising. Public relations refers to the manipulation and control of the media in order to ensure the ongoing success of a product. PR is, on the whole, concerned with building publicity and attention for a product, rather than building a consumer image or opinion for it. PR consultants do this by providing lies, facts, statements, photos and stories to help keep their client in the media. They also organise 'product launches' and invite a variety of interesting/famous people to try and raise as much publicity as possible. Most large organisations and many celebrities have somebody in charge of PR for them, as media opinion (or lack of opinion) is arguably the most influential factor in determining the success of a product. In conclusion, companies use a variety of covert advertising techniques in order to sell and promote goods and services. These have varying effect, but it can be argued that some covert techniques, particularly product placement and sponsorship, are becoming just as influential and lucrative as standard overt techniques. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing 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 GCSE Marketing essays

  1. Analysing Coca-Cola advertising.

    Then they notice that it is Coke that's being advertised. Then without realizing it they start to subconsciously believe that they can become like them by buying and drinking Coke. There is a lot of connotation in this advert for example the man on the car has golden tanned skin

  2. Research an existing business in your local area and produce questionnaires to be distributed. ...

    This is called skimming as you skim your customers first selling to the richest. Destroyer- This is where you price your goods or service at very low price so that you put the other companies with that service or goods out of business.

  1. Examine some of the ways that television advertising has developed since the 1950's.

    For example, the camera work draws obvious attention to the product by zooming in on it. The setting of the soap enhances its aesthetic appeal as they have placed it on a black cushion. This gives the audience the idea that it is some kind of precious jewel and gives the product glamorous characteristics.

  2. An analysis and comparison of James Bond Film posters.

    In the film clips there are lots of fast and expensive looking vehicles such as the car, helicopter and speed boat. They probably all belong to James Bond. This indicates it is an action film in addition the vehicles are appealing to men.

  1. Gladiator Poster. Examine the techniques used by the advertisers of the film Gladiator to ...

    of the poster, and the less forceful part of the slogan is in the dark side of the poster. If we look at all the images in the poster, we see a huge warrior looking tall, firm and strong. In the darker, lower part of the poster, we see people sitting in the Coliseum.

  2. Digital Image Manipulation Investigation

    Differences: This image is different to the rest because it depicts living objects, birds. The other two images that I have used in this 'Comparison of Products' depict inanimate objects, still life. Positives: This image's positive aspects are that it may encourage others to make extraordinary animals and it may even evoke wonderful ideas for our community.

  1. This report included three advertisements evaluations of different product categories. With FCB Grid, the ...

    In the middle there is a quotation as the headline of the press advertising - "Sure, I'd like to go back to the 70s...do I get to take a camera too?" It is said by the legendary rock n roll photographer Mick Rock.

  2. british advertising

    Although a concept widely accepted and appreciated in today's age, the BBC's choice to show adverts during a "commercial break," was met with severe criticism and was deemed as to "American," thus would be unable to interest a British audience.

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