ADVERTISING :ItS PURPOSE AND APPROACH
Posted 01-24-2010 at 08:56 AM by ichkoguy
You can read the first post about Creative advertising and its boundaries here. Here is the next post which details about advertising.
Today is an era that can be considered to be bringing about revolutions in the field of business communications and advertisements .Advertising agencies have come of age and with the media boom, advertising tools have just got better than ever. Having said that with options continuously multiplying in number the choices are getting tougher by the day and the job is getting more difficult for the advertisers and the ad agencies. But if we get back to basics we would find that advertisement might have evolved in more ways than many but the core function and response still remain the same. But then what is it advertisement does and how does it work.
Much has been researched about how advertising work and how does it effect its produces, however, at the very outset, it is important to appreciate that there are a few definitive answers. Perhaps everyone associated with advertising has something to say about. The persuasion process can occur as a consequence of exposure to an advertisement. The exposure to an ad can result in creating awareness and a feeling of familiarity about the brand. Exposure to an ad can also lead to relevant information regarding certain features about the product and the benefits that a consumer can have. Exposure to an ad can often generate feelings, positive or negative which consumers begin to associate with the band. Use of testimonials or brand endorsements can create an image or a brand identity for the product. Ad exposures can also create an impression that the brand is in fashion and favored by friends and acquaintances, etc. These effects can lead to liking, preference, conviction and finally, purchase of the product or the brand.
Understanding the response that the consumers may go through in moving or eliciting certain behavior, as a result of exposure to advertising, is perhaps the most important aspect in developing an effective advertising programme. The objectives of the advertiser may relate to cognitive effect, or other aspects relating to behavior. These advertising programmes can be classified on the basis of a few models.
The Exposure and Familiarity model is the one that is widely followed. The ads are just repetitive and have very little information content but manage to be effective in changing consumers` attitudes more so with increased repetition.
R.B. Zajonc proposed that simple repeated, with no associated cognitive activity could develop a preference in the audience. Research tells that this model has been successful in bringing about brand awareness due to this repetitive cognitive affair the brand tends to offer more of certainty than products that are less known.
There are a number of models other than the above that are followed such as the AIDA model. This model suggests that an effective sales presentation should be attracted gain interest stimulate desire and precipitate action that is the purchasing part. Thus ideally an would prove to be really effective if it takes this route ,however in the real world of advertising rarely advertising leads consumer all the way from awareness to purchase.
There are a few other models that are innovation adoption model and information processing model.
Today is an era that can be considered to be bringing about revolutions in the field of business communications and advertisements .Advertising agencies have come of age and with the media boom, advertising tools have just got better than ever. Having said that with options continuously multiplying in number the choices are getting tougher by the day and the job is getting more difficult for the advertisers and the ad agencies. But if we get back to basics we would find that advertisement might have evolved in more ways than many but the core function and response still remain the same. But then what is it advertisement does and how does it work.
Much has been researched about how advertising work and how does it effect its produces, however, at the very outset, it is important to appreciate that there are a few definitive answers. Perhaps everyone associated with advertising has something to say about. The persuasion process can occur as a consequence of exposure to an advertisement. The exposure to an ad can result in creating awareness and a feeling of familiarity about the brand. Exposure to an ad can also lead to relevant information regarding certain features about the product and the benefits that a consumer can have. Exposure to an ad can often generate feelings, positive or negative which consumers begin to associate with the band. Use of testimonials or brand endorsements can create an image or a brand identity for the product. Ad exposures can also create an impression that the brand is in fashion and favored by friends and acquaintances, etc. These effects can lead to liking, preference, conviction and finally, purchase of the product or the brand.
Understanding the response that the consumers may go through in moving or eliciting certain behavior, as a result of exposure to advertising, is perhaps the most important aspect in developing an effective advertising programme. The objectives of the advertiser may relate to cognitive effect, or other aspects relating to behavior. These advertising programmes can be classified on the basis of a few models.
The Exposure and Familiarity model is the one that is widely followed. The ads are just repetitive and have very little information content but manage to be effective in changing consumers` attitudes more so with increased repetition.
R.B. Zajonc proposed that simple repeated, with no associated cognitive activity could develop a preference in the audience. Research tells that this model has been successful in bringing about brand awareness due to this repetitive cognitive affair the brand tends to offer more of certainty than products that are less known.
There are a number of models other than the above that are followed such as the AIDA model. This model suggests that an effective sales presentation should be attracted gain interest stimulate desire and precipitate action that is the purchasing part. Thus ideally an would prove to be really effective if it takes this route ,however in the real world of advertising rarely advertising leads consumer all the way from awareness to purchase.
There are a few other models that are innovation adoption model and information processing model.
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