Advertising Effectiveness Essay 2 - 3052 Words

ADVERTISING EFFECTIVENESS CONCEPTUAL STUDY OF PROMOTION MIX People no longer buy shoes to keep there feet warm and dry. They buy them because of the way the shoes make them feel masculine, feminine, rugged, different, sophisticated, young, glamorous, in buying shoes has become an emotional experience . Our business now is selling excitement rather than shoes. - Francis C. Rooney Modern marketing calls for more than developing a good product it attractively and making it accessible to target customers. Companies must also communicate with their present and potential customers. Every company is inevitably cast into the role of communicator and promoter. What is communicated, however should not be left to change. To communicate effectively;†¦show more content†¦Advertising may persuade with information; it may persuade with emotion: more frequently, it endeavours to persuade with some mixture of both. (1) Electronic Media Advertisers use two types of media to reach target consumers over the airwaves; radio or T.V. (A) Radio : Advertisers using the medium of radio may also be classified as National or Local advertisers. The radio is a prominent vehicle of advertising in our country and accounts for a large sum of the total advertising budget. The radio serves principally local rather than national or large regional markets. Many small advertisers use the radio. So do some large organizations. When T.V. became a factor in the advertising scene, some industry observers felt that radio advertising might become insignificant or even disappear. This has not been so, for radio operators have responded to the challenge by offering programmes that features music etc. which appeal to local audience consumers have responded very favourably to this approach. Moreover TV does not have much coverage in our country. (B) Television : Late in India, a growing class of advertising media has been the TV. In our country, commercial advertising on TV is severely limited because broadcast timings are only in the evenings. The TV is a unique combination timing of sight and sound and achieves a deeper impact than the other media do. This is particularly advantageous for advertisers whose product require demonstration. TV advertising offersShow MoreRelatedComparison of Two Commercials Essay1552 Words   |  7 Pagesaudiences for both commercials, and the effectiveness of each. 1. Pathos or logos? 1. VW uses more pathos than Lexus. 1. Humor is effective tactic in advertising. 2. By using humor, advertisers make their product more memorable. 2. Lexus uses more Logos than VW. II. Target audiences. 1. VW targets younger viewers but could be effective on almost anyone. 2. Lexus targets a more mature, serious audience. III. Effectiveness. 1. VW is more effective becauseRead MoreEstablished companies, such as Coca Cola and McDonalds do not need to waste profits on advertising as they already have a vast and loyal customer base.1613 Words   |  7 Pagesï » ¿Commercial advertising is a significant marketing communication that links companies to customers. Common companies, especially multinational corporations, spend massive funds on advertising every year. Annual report of McDonald’s demonstrates that the advertising costs of McDonalds were $787.5 millions in 2012 (McDonalds Inc. 2012). Meanwhile, these super companies also have already possessed a vast and loyal customer base, which can ensure their sales revenue and profits. 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PATTERN: Block Format INTRODUCTION CONTEXT: Communal Issue SUBJECT: Advertisements LIMITED SUBJECT: ‘good’ and ‘bad’ side ISSUE: compare, contrast THESIS: It states the similarities and differences but in emphasis on ‘good’ and ‘bad’ side of advertising. Similarities- â€Å"Good† side of Advertising Paragraph 1: Creates deep impression. Example: Hyundai Commercials Paragraph 2: Creates publicRead MoreHow The Various Media Represent Places And How They Construct Images1207 Words   |  5 PagesEssay 2015 TOU 1011 Module Leader: Aram Eisenschitz Karolina Kalinowska Year 1 Topic: Examine, using examples, how the various media represent places and how they construct images. What issues do you think are brought up by such an examination? Advertising is a form of marketing communications, in which the effort taken by the sender to provide him with a high range of control over the message reaching its destination. Advertising, depending on the media used, can act in an integrated way orRead More Controversial Television Advertising Essay1498 Words   |  6 PagesControversial Television Advertising We all know from our personal experience that one person’s idea of something offensive often differs from another’s. This essay is to determine the consequences towards negative advertising towards certain controversial products/services and why they are so offensive. All major media organizations need advertising to exist, thats how they pay their bills. At the same time, though, each organization sets its own advertising standards. Some ads a media companyRead MoreCustomer Value Proposition : Mcdonald s Owner Value1094 Words   |  5 Pagesits stores to make them resemble upscale coffee shops, and invites consumers to spend time at these restaurants by providing free Wi-Fi. McDonald’s is able to assess the effectiveness of this by tracking Internet usage data, and the company ensures that customers are receiving the most value possible through this free service. 2. Owner Value Proposition – McDonald’s owner value proposition hinges on its sales. With the franchise business model, the company as a whole is able to take a percentage