Advertising Essay examples -- Business and Management Studies

AdvertisingAccording to the American Marketing Association, advertising is, whatsoeverpaid form of non-personal presentation and promotion of ideas, goodsor services by an identifiable sponsor.Advertising can be a costly promotional tool but, many businessescontinue to enforce it. I have listed the following reasons why a businessneeds to advertise* To create awareness, customer reside or desire* To boost sales* To build brand loyalty* To launch a new product* To change customer attitudes* To build the conjunction or brand image* To remind and reassure customers* To offset competitor advertising* To support the sales forceAdvertising consist of two chief(prenominal) features the message and the medium.The message is what you want your communication to say. The medium ishow you get your message across to people, e.g. through television orradio.There are three special(a) kinds of advertising informative advertising,persuasive advertising, and reinforcement advertising. Informativ eadvertising involves raising consumer awareness of the features andbenefits of a product. This type of advertising is often used in the beginning of the product life-cycle, or after modification. An exampleof an informative advertising is, The obtain Centre is closed on 25thDecember. Persuasive advertising involves creating a desire for theproduct and stimulating purchase. This type of advertising is used toestablish more mature products. An example of a persuasive advertisingis, Come to the Shopping Centre where you will find bargains galore.Reinforcement advertising involves reminding consumers about theproduct. This type of advertising is used to reinforce the knowledgeheld by consumer about the benefits, to be gained for purchase. Anexample of reinforcement advertising is car adverts which focus on thecompany logo, image and positioning, rather than specific models.To start an advertising campaign, the business must aver anadvertising plan. An advertising plan involves alloca ting a budget toa range of activities designed to meet advertising objectives. Thereare five main step in a well-managed advertising campaign1. Setting advertising objectives2. Set the advertising budget3. Determine the key advertising messages4. Decide which advertising media to use5. Evaluate the result of the advertising campaignSetting advertising objectivesAn adver... ... If any complaints are made by consumers, ASA willinvestigate the advertisement, and possibly ban it from publication.The independent Television Commission (ITC) monitors anyadvertisements on the radio, on television, and at the cinema. Again,if any complaints are made by consumers, ITC will investigate theadvertisement, and possibly ban it in the future.Advantages of advertising* Appropriate for building awareness* Ability to create images that sales staff cannot* Effective at reaching a wide audience* repeating of main brand or product positioning helps build customer trustDisadvantages of advertising* I t is expensive to advertise* Difficulties in measuring effectiveness* Difficulties in getting immediate response and action* Not suitable to getting customers to make a final purchasing decisionI have chosen advertising as part of my promotional strategy because,of the fact of when selling a service you need to advertise it to thecustomers, so that they will know that a new service has beenintroduced into the marketplace. I will explain why I have chosen thiscomponent and how this component will help me achieve my promotionalstrategy, on pages ( ).